One in three people get their financial advice from TV programmes

Research by Aqua has found that almost one in three people get their financial advice from TV programmes.

The research also revealed that nearly one-third of people (30%) say that financial mistakes have caused increased stress, and that 41% of people 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.

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 people 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 one in ten people (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.

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 people, 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 people say they trust YouTube, and even less say they trust Instagram (17%), X (16%), Facebook (15%) and TikTok (15%).

Sharvan Selvam, Commercial Director at Aqua, said “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.”

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%