1 in 3 Brits rely on Martin Lewis for financial advice

Financial advisers rank as the most common source of financial information across Britain, with over one in three (35%) Brits stating they'd rely on economic advice from them, according to research by Aqua.

This is followed by TV programmes such as the 'Martin Lewis Money Show', with 29% of Brits stating they get their financial information from the television. 

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. As people get older, their preferences shift; 36% of 35-44 year-olds turn to financial advisers, 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.

Advisers top the list of trusted financial information sources

Even with the rise of online influencers, financial advisers 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. 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%).

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.