TikTokEvery month, millions of people from around the world come to TikTok to share their voice, build a community and discover something new. With over 42.2 million creations under #LearnOnTikTok and a designated STEM feed, it's clear that audiences are not only coming to TikTok to be entertained, but to learn something; from new recipes and life hacks to ancient history and mathematics.
This week, we are spotlighting Gabriel, aka @gabriel.nussbaum, who is helping to improve audiences' financial literacy, one TikTok at a time.
Gabriel is TikTok's go-to creator for all the best advice on how to look after your finances. Whether it's guidance on getting into investing, top tips on how to save or explainers on how to navigate the UK tax system, Gabriel is helping his 1.3 million followers make more informed financial decisions, feel empowered with their money, and teaching the budgeting lessons not covered in the classroom.
We sat down with Gabriel to talk about his TikTok goals, why he started making financial content, and his savings advice for 2025.
Firstly, why did you decide to start sharing financial guidance on TikTok?
It comes as no surprise to anyone that financial literacy is practically non-existent in the UK. I’ve always been naturally interested in financial education, reading countless books and realising how overcomplicated it often is. This led to me becoming the go-to person for my friends and family, constantly answering their questions and recommending the best accounts or strategies. Mixing that with my passion for digital education, I realized that instead of trying to change the system, I could go where young people already are, on TikTok, and give them a little bit of financial education while they’re scrolling.
What do you love most about the TikTok community?
What I love most about the TikTok community is how open and unfiltered it is. There’s no shame or embarrassment—people feel comfortable asking the questions they’d usually be too afraid to ask in person. And those are often the vital questions that everyone wants answered but doesn’t know how to ask. What’s amazing is that sometimes I go back to a video a day later to answer a question in the comments, and it’s already been answered by three other people. That sense of collaboration and support is incredible. It also helps me make sure I’m delivering the content people truly want, rather than just what I think they need.
What is your goal on TikTok?
Simple - teach financial education to as many people as possible.
What is your favourite TikTok you have made to date and why?
My favourite TikTok is actually one of the first videos I ever made over 3 years ago, where I broke down how income tax works in the UK. For many, it’s a simple concept; they know that earning more money and moving into a higher tax bracket doesn’t mean you take home less money. But in the comments I kept seeing people say they had turned down raises because they thought it would reduce their take-home pay. That video was a turning point for me. In just 30 seconds, I helped people understand something that could have a real, lasting impact on their finances. It was the moment I realised just how powerful financial education could be.
What else is on your For You feed?
Not going to lie, my For You page is a bit of a mess and changes day to day. Right now, since I just went skiing, TikTok somehow knows (when doesn't it?) and is sending me every ski video ever created. Most of the time, though, it’s a mix of other educational creators (because I’m a bit of a nerd), a lot of football content, and house renovation stuff seeing as that is my biggest personal goal this year
Finally, what is the best advice you can give someone looking to start saving in 2025?
Okay, so I’m gonna break this into a little bit of a three-parter, because, I don’t know, I love three-parters:
- Ignore the amount. It doesn’t matter if it’s £1, £10, or £1,000 a month, what matters is getting into the habit. Putting something away on a consistent basis. Once you’ve built the habit, you’ll be ready to save more as you start earning more.
- Save before you spend. Most people save whatever’s left over at the end of the month, but there's rarely anything left. If you can flip this and save a set amount as soon as you get paid, you'll pick up a saving habit in no time. Plus, why do Zara and the local spoons deserve to get paid before future you does!
- Avoid lifestyle inflation. This is the secret to personal finance. As you earn more, don’t let your spending grow with your income. If you can keep your lifestyle steady while earning more, you’ll have more to save every single month. Over time, those savings will compound and grow, and before you know it, you’ll be laughing your way to the bank.
New to TikTok and want to explore what else you can #LearnOnTikTok? Getting involved couldn’t be easier, simply download the app for free via the Apple App Store, Google Play or Amazon.
