Recent research by Aqua revealed that nearly one-third of Brits (30%) say that financial mistakes have caused increased stress, and that 41% of Brits feel negatively about their financial situation.
With a challenging financial backdrop in the UK, it’s more important than ever to ensure that people receive financial information from trusted sources.
Credit card brand Aqua conducted a new study, surveying 5,000 Brits to explore which resources people turn to for financial advice and how much trust they place in them. Sharvan Selvam, Commercial Director at Aqua, also shares advice on where to get reliable financial information.
Financial advisors are the most common source of financial information and advice in the UK, with 35% of people saying they get their information from this source
In the UK, 35% of adults turn to financial advisors for personalised guidance, reflecting a widespread trust in professional insights for managing money. Meanwhile, popular TV programs like The Martin Lewis Money Show have become household staples, with 29% of Brits relying on them for clear, straightforward financial advice.
For younger generations, however, friends and family are the primary go-to, with 30% of 18-24 year-olds and 32% of 25-34 year-olds seeking financial tips from their personal networks—a testament to the strong influence of close connections in early adulthood. As people get older, their preferences shift; 36% of 35-44 year-olds turn to financial advisors, while those aged 45-54 favour the practical advice offered by TV shows (33%).
Adding a new dimension to the financial landscape, social media platforms are rapidly becoming key resources for financial information, especially for younger adults. Nearly 1 in 10 Brits (9%) now consult sites like YouTube for financial advice, while another 9% look to finance influencers. While influencers can engage younger audiences and spark financial curiosity, it’s important to ensure that the guidance they provide is accurate and trustworthy.
Rank Resource % of people who get their financial info from here
1 Financial advisor 35%
2 TV programmes (e.g. Martin Lewis Money Show) 29%
3 Friends and family 28%
4 Online articles from finance institutions 20%
5 Not sure / nowhere in particular 17%
Online news articles 17%
6 Finance blogs or forums 16%
7 Magazines, newspapers and journals 12%
8 Budgeting and investment apps 11%
9 Finance books 10%
10 YouTube 9%
Finance influencer 9%
Financial advisors top the list of trusted financial information sources, with 8 in 10 Brits relying on their advice
Even with the rise of online influencers, financial advisors remain the most trusted source for financial information, with 80% of people considering them highly reliable. Close behind, TV programs like The Martin Lewis Money Show earn the trust of 79% of Brits, offering straightforward advice in an accessible format. Friends and family also play a key role in financial guidance, with 70% of respondents trusting those closest to them for advice.
Interestingly, despite social media sites like YouTube ranking in the top 10 places people get their financial advice, it doesn’t quite make it into the top most trusted sources. Only 26% of Brits say they trust YouTube, and even less say they trust Instagram (17%), X (16%), Facebook (15%) and TikTok (15%).
Rank Resource % of people who think this source is trustworthy
1 Financial advisor 80%
2 TV programmes (e.g. Martin Lewis Money Show) 79%
3 Friends and family 70%
4 Finance books 67%
5 Online articles from finance institutions 65%
6 School/university 62%
7 Online courses/workshops 58%
8 Online news articles 53%
9 Magazines, newspapers and journals 52%
Budgeting and investment apps 52%
10 Finance blogs or forums 50%
Sharvan Selvam, Commercial Director at Aqua, stresses the value of reliable information: “When it comes to managing your money and making financial decisions, using credible sources is essential. Misinformed decisions can lead to costly mistakes, so it’s important to rely on established, reputable sources of information - such as FCA-regulated financial professionals.
“We also encourage people to take advantage of credible free resources, such as workshops and webinars offered by banks and financial organisations. Government-backed sites and non-profits like Gov.uk, Citizensadvice.org.uk and MoneyHelper.org.uk also provide unbiased, reliable information. By consulting these sources and cross-referencing your research, you can confidently navigate your financial journey.”