Every day, millions of people come to TikTok not just for entertainment, but for information and education on how to save, spend and plan. From student accounts to pensions, finance is becoming part of everyday culture on the platform.
And now, three of the UK's largest and most established financial institutions - Scottish Widows, HSBC UK and Nationwide - are showing how trusted providers can use TikTok in powerful new ways: helping Gen Z think about pensions, reaching wealth-minded audiences, and guiding students as they take their first steps with money.
Retirement planning goes viral with Scottish Widows
Retirement can feel abstract for younger generations, and traditionally financial institutions and governments have struggled to make pensions relevant early enough. Yet those first years of saving are the most powerful in building long-term financial security.
On TikTok, conversations around the topic are growing, with more than 191,000 posts under #retirementplanning making pensions part of everyday culture on the platform.
Since joining TikTok in September 2024, Scottish Widows has seen its content take off - with more than 323 million video views in under a year. Its interactive “Pension Mirror” tool, launched on TikTok, has been used over a million times, giving people a snapshot of average savings for their age group and sparking conversations about retirement planning in places it’s never been before.
Chira Barua, CEO of Scottish Widows and CEO of Insurance, Pensions & Investments at Lloyds Banking Group, added: “More than 60% of Gen Z haven’t thought about how much they’ll need to save for retirement, so pension engagement must have the power to be a gamechanger – especially for those with most to gain by starting early.
"TikTok has helped us meet more people where they already are, and we're creating more tools and games in our app to help people start building a better financial future regardless of how far away it is.”
Wealth conversations gain momentum with HSBC UK
Across the UK, millions of people are balancing short-term financial planning with longer-term financial goals such as investing or planning for the future. Reaching this group in ways that feel accessible and trustworthy has become a key challenge for wealth providers.
HSBC UK is using TikTok to connect with wealth-minded audiences through content on savings, investments and wealth management. In just six months, its content has generated more than 10 million views, with three-quarters (74%) of views coming from 25 - 44 year olds.
This is a demographic focusing on career progression, financial planning in the long and short-term and are turning to TikTok for practical, trusted content that helps them feel more informed.
Becky Moffat, Chief Customer Officer at HSBC UK, said: “TikTok has transformed the way people consume information; it’s entertaining, influential, and producing increasingly relevant content for a more affluent audience. Our goal is to cut through the noise with content that’s engaging but also trusted and practical. By showing up in this space in the right way, we can build stronger connections with a new generation of wealth-minded individuals.”
Freshers get financially savvy with Nationwide
Starting university is one of the biggest financial milestones young people face, often the first time they’re managing rent, bills and a budget on their own. Against a backdrop of rising living costs, students are turning to TikTok for practical tips and support at the moment they need it most.
Nationwide has used TikTok to speak directly to students at key moments, including Freshers Week, spotlighting its FlexStudent account, offering perks and showing how to manage money with confidence. After a successful marketing and social media campaign marketed to students in 2024, more than 40,000 students signed up to a FlexStudent account.
Stephen Noakes, Director of Retail at Nationwide said:
Our approach isn’t about preaching or pushing products. It’s about showing up authentically, with content that’s entertaining, relevant, and rooted in real-life experiences, such as our Money Lessons programme, which provides young people with the knowledge, skills, to improve their financial confidence.”
Financial engagement on the rise on TikTok
New research from AYTM, commissioned by TikTok, shows that financial content is no longer niche, it’s mainstream:
- 1 in 3 UK users now use TikTok to learn about personal finance
- 2 in 5 (41%) encounter banking content on their ‘For You’ feed, and around half act on it by taking out a financial product
- 47% of TikTok users hold a business bank account (vs 29% of non-users), signalling higher levels of financial activity
- 73% say TikTok makes it easier to talk about money openly
And this isn’t just scrolling, it’s about taking action. Users say TikTok has prompted them to:
- Learn how to better manage their finances (26%)
- Research banking options beyond the app (24%)
- Consider switching providers (23%)
TikTok users take positive financial steps amid economic pressures
With households facing stubbornly high prices and incomes that haven’t kept pace with inflation, financial engagement on TikTok is climbing. Users are setting goals, sharing advice and building new habits to stay in control of their money.
- 88% set financial goals at the start of the year
- 74% say they’re making progress, compared to 60% of non-users
- 72% describe themselves as knowledgeable about investing and retirement planning (vs 53% of non-users)
Right now, 3 in 4 TikTok users are focused on growing their savings, with many putting money aside for holidays (54%), rainy-day funds (50%) or financial security (36%). A quarter (26%) are saving to grow or launch a business, and 23% are already putting money towards retirement.
Among Gen Z, money talk is becoming normalised:
- 44% regularly discuss money with peers
- 27% want to improve their financial education over the next few years
- Nearly a third (29%) review their finances weekly
Kris Boger, UK General Manager, Global Business Solutions, said:
“Traditionally, financial services have found it difficult to reach younger audiences at the moments when it matters most. On TikTok we’re seeing that change. From pensions to paydays, our community is already driving conversations about money, savings and financial security, and they want to hear from trusted providers as part of that journey. In a time when many people are feeling the pressure of rising costs, TikTok is giving them a space to learn, share and build better financial habits. Whether it’s a student opening their first account, a young professional planning their future, or someone saving for a big life event, TikTok makes these conversations open, authentic and engaging. We’re proud to be the bridge that helps financial institutions build trust, inspire action and support people in shaping their financial futures.”