Gen Z Money: “Young people don’t have an attention issue, they have an interest issue”

Those who were at the Money Advice Liaison Group (MALG) Conference in November 2024 will remember Vivi Friedgut from the session on ‘finfluencer culture’. Vivi founded Blackbullion in 2016 as a financial wellbeing platform that houses UK support funds, scholarships and grants for students. Today, over 1.2 million students can access Blackbullion’s platform and it partners with over 75 universities, colleges and businesses across the UK, Ireland, Australia, New Zealand, and South Africa to proactively support student financial wellbeing. Vivi’s vision is for it to become the all-in-one money management space for students that supports them before, during and after their studies, helping every student to develop financial skills and confidence for life.

In this episode, MALG CEO Bob Winnington and Helen Gill of Engage Comms are at Blackbullion’s offices in London to give listeners the opportunity to get more insight from Vivi on young people’s behaviours when it comes to managing their money. From busting the myth that Gen Zers have no attention span, to challenging the idea that AI can offer meaningful financial education, this chat offers a balanced, data-driven view on what the future of financial wellbeing should look like.