Emergency funds top the list of best financial advice Brits have ever received | Personal Finance | Finance
Emergency funds top the list of the best financial advice Brits have ever received, a sentiment that stands in stark contrast to some of the worst guidance, such as being told to ‘put it on the credit card’ or ‘enjoy the money now’. A poll of 2,000 adults found that 29% ranked prioritising an emergency fund as the most valuable financial wisdom, with other helpful tips including learning to live below your means (19%), starting to invest early (14%), and making the most of tax-free savings (12%).
However, not all guidance is positive, with 21% admitting they were once encouraged to ‘just put it on a credit card’ regardless of their ability to pay it off.
The research highlights a wider issue with financial guidance, as 39% of people receive advice they didn’t ask for, often from unexpected places—including a stranger in the pub (15%) or even a taxi driver (8%). More than half (51%) of respondents find it difficult to know which financial guidance they can genuinely trust, the need for reliable, professional help is clear.
Skipton Building Society commissioned the study as part of its latest ISA campaign, teaming up with Natalie Cassidy – best known for playing outspoken Sonia Fowler in EastEnders and hosting the podcast ‘Life with Nat’ – and its own financial expert to encourage people to seek trusted, professional guidance when making decisions about their money.
Natalie and the expert climbed into a London black cab for a day of chats with riders, discussing ISAs, smart saving habits and the difference reliable, professional advice can make.
The activation aimed to flip the idea of ‘unexpected advice’ on its head – bringing genuine, helpful money tips to people in a fun, memorable way while underscoring the serious importance of trusted financial guidance.
Natalie said: “Whether it’s behind the mic or in front of the camera, I’ve always loved stepping into the role of an agony aunt – I never miss a chance for a no‑nonsense chat. Getting in the cab felt like the perfect way to channel a bit of that energy.
“I loved speaking to people about their finances in a way that felt natural and honest. At the end of the day, good advice should be clear, simple and actually useful – no fluff, just something you can act on.”
The study revealed 38% find the amount of financial guidance they encounter in everyday life overwhelming. And more than half (53%) say they would benefit from clearer, more personal guidance.
Alex Sitaras, head of savings at Skipton Building Society, added: “With a new tax year approaching, and ISA changes on the way in 2027, it’s understandable that people want clarity on what it all means for their own savings.
“We see this every day, and it’s why we focus on giving people straightforward, reliable support – whether they’re just looking for simple guidance or want to explore financial advice in more depth.”
A third of those polled via OnePoll.com think about their personal financial situation daily. And while 61% feel confident in their ability to save for the future – with 29% more optimistic than they were at this point last year – 72% of those feeling less positive say the rising cost of living is the main barrier.
Another barrier is a lack of disposable income to put money aside. Cash ISA holders say they won’t fully use the current £20,000 limit before 2027 – when the cash ISA limit will be reduced to £12,000 for those under 65 – due to not having enough spare income.
To mark the start of the new tax year, Skipton Building Society is launching a ‘Free Fare Day’ on 7th April across major UK cities. Passengers can hop into one of its branded taxis and get a free ride, leaving them with a little extra cash they can put towards their savings.
Alex Sitaras, from the building society – which will also hand out an easy‑to‑follow ISA tip sheet to passengers – said: “It’s encouraging to see so many people feeling confident about the upcoming ISA changes, but our research also shows that plenty of savers still want help understanding how to make the most of their allowance.
“With further changes coming in 2027, now is a good time to get to grips with what they mean for you.
“Whether someone is topping up an existing ISA or considering one for the first time, we want people to feel they have clear, impartial guidance to help them make the choice that’s right for them.”
TOP 10 BEST FINANCIAL ADVICE ACCORDING TO BRITS:
- Make sure you have an emergency fund
- Live below your means
- Try not to get into too much debt
- Track your spending
- Avoid high interest debt
- Start investing early
- Make sure you get on the property ladder as soon as you can
- Take advantage of tax free savings (ISAs etc.)
- Pay yourself first – save before spending
- Invest your money in bricks and mortar
TOP 10 WORST FINANCIAL ADVICE ACCORDING TO BRITS:
- Just put it on the credit card
- Just enjoy the money now
- Crypto will make you rich
- Money isn’t important
- Property always goes up
- Pensions are a scam
- Small expenses don’t matter just ignore them
- Don’t worry you’ll inherit some money later in life
- Put your money into high risk investments
- Invest in what is trending right now
