The best financial advice Brits have ever received is to always have an emergency fund – while some of the worst include being told to ‘just put it on the credit card’ and ‘just enjoy the money now’.
A poll of 2,000 adults found 29 per cent ranked prioritising an emergency fund as the most valuable financial pearl of wisdom they’ve ever received.
Nearly a fifth (19 per cent) cited learning to live below their means as one of the most helpful tips, followed by ‘start investing early’ (14 per cent), 'make the most of tax‑free savings' (12 per cent), and 'save before spending' (12 per cent).
But not all advice has had positive outcomes – with 21 per cent admitting they were once encouraged to ‘just put it on a credit card’, regardless of whether they could pay it off.
And 39 per cent say they’ve been given financial advice they didn’t ask for.
In fact, 44 per cent have received unsolicited financial 'pearls of wisdom' in some unexpected places, including from a stranger in the pub (15 per cent), social media livestreams (10 per cent), and even taxi drivers (eight per cent).
The research also found 51 per cent find it difficult to know which financial guidance they can genuinely trust.
Skipton Building Society [https://www.skipton.co.uk/savings/isas/isa-hub] commissioned the study as part of its latest ISA campaign, teaming up with Natalie Cassidy and its own financial expert to encourage people to seek trusted, professional guidance when making decisions about their money.
The Walford stalwart, best known for playing outspoken Sonia Fowler in EastEnders and hosting the podcast ‘Life with Nat’, surprised unsuspecting passengers across the capital, picking up commuters for what they assumed was a normal taxi ride.
Inspired by the research findings, 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 also revealed 38 per cent find the amount of financial guidance they encounter in everyday life overwhelming.
And more than half (53 per cent) say they would benefit from clearer, more personal guidance.
Exactly a quarter have previously been told they were too young to worry about saving or investing.
Despite this, 37 per cent believe they are the most financially responsible member of their household or family.
Alex Sitaras, head of savings at Skipton Building Society, which has also created a quiz testing savers' ISA knowledge, added: “Our research shows that many people aren’t sure where to turn to for financial advice, and often pick up guidance in the most unexpected places.
“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.
“We’ve taken this conversation on the road, quite literally, by inviting people into one of our branded taxis for open, honest chats about ISAs, saving habits and why good advice matters. It’s a light‑hearted way to make an important point: help should feel accessible.”
It also emerged 29 per cent of those polled via OnePoll.com think about their personal financial situation daily.
Sixty‑one per cent feel confident in their ability to save for the future, with 29 per cent more optimistic than they were at this point last year.
However, 72 per cent of those feeling less positive say the rising cost of living is the main barrier – alongside increases in essential expenses (62 per cent) and a lack of disposable income to put money aside (49 per cent).
The research also explored attitudes towards ISAs ahead of the upcoming 2027 changes, which will reduce the cash ISA limit to £12,000 for those under 65.
Encouragingly, 69 per cent feel confident about what the new rules mean for them personally.
However, many still face challenges when it comes to maximising their allowance – with 38 per cent of Cash ISA holders saying they won’t fully use the current £20,000 limit before 2027 due to not having enough spare income.
Almost four in 10 (37 per cent) would be likely to seek professional advice to help them make the most of their ISA entitlement.
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 – where passengers can hop into one of its branded taxis will 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:
1. Make sure you have an emergency fund
2. Live below your means
3. Try not to get into too much debt
4. Track your spending
5. Avoid high interest debt
6. Start investing early
7. Make sure you get on the property ladder as soon as you can
8. Take advantage of tax free savings (ISAs etc.)
9. Pay yourself first – save before spending
10. Invest your money in bricks and mortar
TOP 10 WORST FINANCIAL ADVICE ACCORDING TO BRITS:
1. Just put it on the credit card
2. Just enjoy the money now
3. Crypto will make you rich
4. Money isn’t important
5. Property always goes up
6. Pensions are a scam
7. Small expenses don’t matter just ignore them
8. Don’t worry you’ll inherit some money later in life
9. Put your money into high risk investments
10. Invest in what is trending right now
