A growing number of young adults in the UK are now turning to artificial intelligence for financial guidance, according to Aqua’s latest Financial Learnings and Mistakes 2025 report.
According to Finextra, the survey of 5,000 Brits highlights how technology, financial confidence, and attitudes toward money have evolved over the past year — with AI and social media emerging as key sources of advice for younger generations.
Despite ongoing economic challenges, 46% of UK adults feel more confident about their finances than they did in 2024. The report found that the most common emotions around money in 2025 are ‘stable’ (20%), ‘content’ (16%), and ‘happy’ (12%). However, some still experience uncertainty, with 9% feeling stressed and 10% anxious about their financial situation — both slight increases from the previous year.
Among those with a low credit score, the report found a clear emotional toll. Of the 37% who have had poor credit, 14% said it made them worried about the future, while 13% cited increased stress. Yet, the research also revealed that improving one’s credit score often brings relief and confidence, with 23% reporting feeling “relieved” and 17% saying they feel “more in control” after making progress.
Aqua commercial director Sharvan Selvam said, “Improving your credit score might not always be top of mind, but it plays an important role in helping you reduce financial stress.” He added, “It’s incredibly encouraging to see so many people feeling more empowered and confident as a result of taking steps to boost their credit score, and that nearly a quarter of those we surveyed expressed a sense of pride in doing so. Building a stronger credit score is possible with small steps such as making credit repayments on time, which can be made easier by setting up a direct debit or repayment reminders.”
The study also identified the most common financial mistakes made by UK adults. Almost half (45%) of respondents admitted that not planning for retirement was their biggest financial regret, followed by accumulating credit card debt (40%) and overspending (38%). Meanwhile, 34% said losing money on crypto or NFT investments was their greatest mistake, reinforcing the importance of seeking trusted advice.
When it comes to financial education, investing and retirement planning top the list of areas Brits wish they had learned about sooner. Around 17% said they wish they understood investing earlier, while another 17% highlighted the importance of retirement planning — suggesting a widespread desire for better financial literacy.
The report also underscored a generational divide in how financial advice is sought. While 77% of people seek some form of financial guidance, younger adults are far more likely to look to unconventional sources. Among 21–24 year olds, 22% said they turn to social media platforms like TikTok for financial advice — surpassing banks (15%) and professional advisers (7%). Moreover, 67% of 25–34 year olds and 53% of 21–24 year olds said they use AI tools such as ChatGPT for financial guidance, compared to only 10% of those aged 55 and above.
This growing reliance on digital tools signals a significant shift in how younger generations approach financial literacy and decision-making — blending technology, social media, and AI-driven insights in place of traditional financial institutions.
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