Third of young adults turn to influencers for financial education

Young adults "unprepared for common financial situations”

Jaskeet Briah
clock • 2 min read

Nearly one third (31%) of young adults have turned to online sources such as social media influencers for financial guidance and information, with 25% relying on TikTok, according to research by Santander UK.

A study of 2,000 UK adults aged between 18-21 found that 26% had received some sort of financial education at school, which Santander said leaves around 4 million without a fundamental understanding of money management. As such, young adults have been turning to social media to fill this knowledge gap as they start to become financially independent. A greater number of female respondents (34%) had taken to social platforms than men (27%), although women also said that a large proportion of their knowledge was from parents and friends (65%), compared to 56% of men who said the same. ...

To continue reading this article...

Join COVER for free

  • Unlimited access to real-time news, key trend analysis and industry insights.
  • Stay on top of the latest developments around health and wellbeing, diversity and inclusion and the cost of living crisis.
  • Receive breaking news stories straight to your inbox in the daily newsletter.
  • Members only access to monthly programme 'The COVER Review'
  • Be the first to hear about our CPD accredited events and awards programmes.

Join now

 

Already a Cover member?

Login

More on Individual Protection

The COVER Review: Men's health, AI for insurers and weight management

The COVER Review: Men's health, AI for insurers and weight management

Week commencing 17 November 2025

COVER
clock 21 November 2025 • 1 min read
Adults aged 45-54 most at risk of financial strain: The Exeter

Adults aged 45-54 most at risk of financial strain: The Exeter

21% had no savings to fall back on

Jaskeet Briah
clock 21 November 2025 • 2 min read
AI expected to reduce workforce for large private sector firms

AI expected to reduce workforce for large private sector firms

CIPD research findings

Patrick Brusnahan
clock 10 November 2025 • 2 min read