At this year’s NextWealth Live, our room of seasoned industry professionals and thinkers were matched, and at times outdone, by a group of articulate, insightful young people still in school. They held us all to account with challenging questions and offered a fresh, fearless view of what the next generation really wants from the world of investing and financial advice.

It was a powerful moment. One that held up a mirror to our industry and asked: do we really understand the next generation of investors and clients?

This marks the third year of our conference partnership with Urban Synergy, an award-winning youth empowerment and social mobility charity that has supported over 33,000 young people aged between 9 and 24. Their mission is clear: to give young people the tools to become financially self-reliant, confident, and a credit to their communities. They’re helping companies become more diverse by connecting professionals with the talent of tomorrow through mentoring and volunteering schemes.

At NextWealth Live, we were inspired by the confidence and clarity with which the Urban Synergy mentees challenged our speakers and shared their perspectives. One in particular, Mobolaji Sotande-Peters, has conducted primary research with over 650 university students to explore their relationship with money. The findings were revealing, and a timely reminder that financial capability is as much emotional as it is educational.

He kindly shared his report with us, and this is what we have learned:

1. Money is emotional

Over half of the students surveyed expressed negative or mixed emotions about money. Many experience financial anxiety, although they strongly associate money with the freedom to make choices about how they live and work. However, there’s a disconnect between those aspirations and their current financial behaviours, driven by confusion, overwhelm, and a lack of clear guidance.

2. Misconceptions block action

Many students believed they needed substantial wealth to even start saving. Others thought they had to have complete financial knowledge before they could make any decisions. As a result, avoidance behaviours are common, particularly among those who feel most anxious.

3. Role models matter

One of the strongest influences on positive financial behaviours? Role models. Students with guidance from financially confident parents or mentors were more likely to save and plan ahead. This highlights the vital role of families, educators, and professionals in shaping financial wellbeing.

4. The education gap is real

One of our NextWealth Live speakers shared that even when financial literacy is taught in schools, investing is often left out. When investment education is offered, school leaders are wary, viewing it as risky or inappropriate. This leaves many young people thinking of “investing” as equivalent to a basic savings account.

The industry is listening

The young people we heard from had clear, pragmatic views on how the advice profession can do better and we applaud the thinking and initiatives we heard from our speakers, including:

• Keep it simple. Young investors want simple flows and user-friendly, intuitive experiences—not jargon and friction. (Actually, don’t we all?)
• Language matters. “Financial advice,” “pensions,” and “retirement” don’t resonate. Try: “money help”, “saving for your future”, or goals like “the freedom to move out of your parents’ house.”
• Tech is second nature. Voice-enabled bots, AI tools, and intuitive digital journeys are expected.
• Don’t assume everyone loves this stuff. Our Urban Synergy attendees aside, many young people don’t enjoy talking about money. We need to make advice relevant and human.
• Rethink client value. At what point does a client become “valuable” to a business? For this generation, long-term relationships may start small, but they matter.

The future starts now

The financial advice profession has an opportunity, and a responsibility, to adapt to the expectations of the next generation. That means:

• Speaking their language
• Meeting them where they are
• Recognising that trust and relevance come before products and portfolios

I’m a parent of two pre-teens who both have basic savings accounts and apps to help them learn the financial basics. After meeting the Urban Synergy mentees, and listening to the wariness with which investment is viewed by educators, my takeaway is to get my kids experimenting with investments in a simple and safe way as soon as possible.

At NextWealth, we believe that “what’s next in wealth” isn’t just about new platforms or regulation. It’s about listening. The next generation is ready to engage, but only if we’re ready to evolve.

Julie Best
Insight Director, NextWealth