We recently came across some research on financial literacy amongst young people that really made us sit up and think about what marketers in FS brands can do to better support this audience. Let’s set the scene first …
The research is from the 2025 Young Persons’ Money Index, which surveyed 15-18 year olds on their financial behaviours and attitudes and it showed;
- 64 percent of young people say they worry about money or their personal finances
- Yet only 19 percent can correctly answer the “big three” financial literacy questions.
Young people are growing up in a world of rising living costs, complex financial products and constant financial noise online. They are expected to make adult financial decisions earlier, (thanks to student loans, digital wallets and tougher savings landscapes to name a few), often without clear guidance or support. They are worried about the situation, but sadly are missing education that feels relevant, credible and built for them.
A generation that cares about money, but doesn’t know where to start
Young people in the UK are not disengaged from money. In fact, the opposite is true.
The research shows a generation that cares deeply about financial wellbeing and wants to improve their situation, but doesn’t always know how. Many teenagers describe a sense of financial procrastination. They recognise that understanding money matters, but delay learning until it feels more urgent or connected to real life. Finance can feel theoretical at this stage. Something for later. Something future them will deal with. (Otherwise known as ‘present bias’ in behavioural psychology).
Right now most young people rely on basic products such as debit cards, current accounts and savings accounts (70% bank with traditional high street providers, often guided by parental influence rather than active choice). And they are telling us they don’t yet feel equipped to make bigger, more meaningful financial decisions. Which is exactly why early financial education matters.
A vacuum in financial education
When it comes to where young people learn about money, there is a clear gap.
61% of respondents from the research say they get most of their financial knowledge from parents. Only 9% cite schools as their main source. And just 2% say they get most of their understanding from banks or financial services providers. Self-learning online and through social media has not filled the gap yet.
And brands, despite having expertise, remain largely absent from the learning journey.
The result is a vacuum, where young people are worried about money, want to learn, and are actively looking for guidance that feels safe, credible and non-judgemental.
What young people actually want from financial education
Teenagers tell us they are open to a wide range of approaches, as long as they feel engaging and useful. Three stand out;
- Financial education apps
Young people want demos, intuitive design and incentives that reward participation. Some draw parallels with platforms like UniDays, where completing actions unlocks rewards or competitions. Learning needs to feel worthwhile in the moment, not like homework in disguise.
- Practising with real financial products, without the risk
One of the biggest barriers to engaging with investing or financial products is fear of losing money.
Simulation-based learning is widely praised for offering a safe space to experiment. It allows young people to make mistakes, understand market dynamics and build confidence without real-world consequences.
There is also a strong preference for expert input. Carefully selected influencers or professionals from financial institutions can help explain complex ideas and lend credibility, as long as the tone remains accessible and grounded.
- Short, relevant social content
Young people want financial content on social media, but on their terms.
That means short videos that blend naturally into their feeds, feel visually appealing, and focus on advice that is genuinely relevant to their lives. There is little appetite for unrelatable content from super-wealthy influencers.
Platforms like TikTok are favoured over longer formats like YouTube. And the language matters. Content should feel conversational, not instructional.
The role brands have to play
It can feel like a big ask, but there are practical ways to begin.
Teenagers are already telling us financial education isn’t landing. It’s dry. It’s distant. That’s where financial services brands can step in – not as advertisers, but as genuine contributors. Showing up with intent means creating experiences that truly help young people navigate money, rather than disguising acquisition as “education”.
They can spot a sales agenda in seconds. Any initiative has to stand on its own two feet. Think social content that turns complex ideas into sharp, snackable stories they actually want to engage with – in the spaces they already scroll and swipe.
Relevance is everything. If it doesn’t feel native to their world, it won’t register. Translate complexity into formats that feel cultural and easy to absorb: short-form video, interactive stories, real-life scenarios, honest conversations. Less terminology. More context.
Creators have a role to play here too. The right influencers to partner with, particularly those already talking about money in an accessible way, can normalise conversations that might otherwise feel intimidating. They bring cultural fluency and trust that traditional institutions often struggle to achieve on their own. (See our finfluencer blog for more on how to do this).
At the same time, we can’t forget the people sitting across the dinner table. Parents remain the single biggest influence on how young people think about money, yet many feel ill-equipped to guide the conversation. Practical tools like conversation starters, shared challenges, even gamified learning families use together could make the difference. Duolingo proves progress, streaks and small daily wins build habit and confidence. Why not borrow the same playbook for budgeting and saving, and make it collaborative, trackable … even enjoyable?
To drive relevance, anchor financial education in real life – things like subscriptions, first pay cheques, saving for something that matters. Small nudges and gamification go a long way with this age group.
Think apps and quizzes that simplify complex concepts, or tools within mobile banking that help teens track spending and set goals. Integrate educational modules directly into mobile banking apps, and provide virtual tools for teens that track spending, set goals, and help them understand saving (like Step or ADIB’s Amwali). Keep the language clear. Spark curiosity. Drop the judgement. Trust follows credibility.
Then there are ways to make change that require more significant investment; if you have the resources, you can work with schools and existing frameworks. Structured environments that support teachers, curricula and institutions (like how Santander teamed up with Twinkl to provide financial resources for example).
Perhaps FS brands can help lobby for more systematic change. Just as young drivers must pass a theory test before getting behind the wheel, could young people complete a gamified financial literacy assessment before accessing their first credit card? Not as a barrier, but as a confidence-building step. Just an idea!
A shared opportunity to build financial confidence
Financial literacy in the UK still has ground to cover, and the appetite to learn is already there. Young people don’t want lectures; they want guidance that fits their world, respects their intelligence and shows up when it counts. For brands thinking long term, this is a chance to step into the gap and be present in those first-money moments that shape lifelong habits and lasting trust.
If you’re a financial services brand looking to connect with younger audiences through meaningful financial education, we can help. Get in touch for a chat.