Iona Bain

Young Money Agency


Iona Bain is the country's go-to voice on young people and their personal finances. She founded the pioneering Young Money Blog in 2011 and has since become a regular commentator on TV and radio, published two books (Spare Change and Own It!), written extensively for national and digital media and hosts her own podcast. In June, she was named Freelancer of the Year by IPSE, the association for the self-employed and recently she became the youngest-ever governor of the Pensions Policy Institute. She is also an ambassador for the Insuring Womens Futures programme and founding member of the Next Gen Pensions Committee. She also runs the Young Money Agency with her father, award-winning editor Simon Bain, together with managing a busy portfolio of corporate commissions and invitations focused on young finances, ranging from consulting and communications to speaking engagements. These include internal company workshops, educational sessions for financial professionals and consumers, conferences, AGMs and public policy debates. The blog and agency both have a unique focus on what financial services can do to become more youth-friendly, drawing on the latest research as well as insight, experience and creativity.

Event Sessions Featuring Iona Bain


How fintechs can grow users sustainably

AltFi London Summit 2019 - Monday 18 March 2019


What young people want from their money

The Digital Wealth Forum - Tuesday 2 October 2018

Iona explains how millenials are conflicted in achieving their financial goals. The reason for this is because of digital overload, the previous generation being able to get on the housing ladder early and having high expectations when it comes to salaries.

She mentions millenials have the stereotype of being careless with money when actually 2.8mn of them have an ISA account.

"A third of young people have a "side hussle" in an attempt to become an entrepeneur"

She brings up a statistic from Neybor's recent survey that the most of its young employees only "get debt to see them through to the end of the month"

Articles Featuring Iona Bain