A new generation is stepping into the financial spotlight — and they’re not playing by old rules. While Millennials navigated the world of investing through caution and traditional advice, Gen Z is approaching money with boldness, creativity, and a digital-first mindset. Armed with smartphones, social platforms, and side hustles, they are reshaping how wealth is built in the UK. This article explores how Gen Z’s investing habits, tools, and values differ from those of Millennials — and what it means for the future of finance.

Influence of Social Media and Finfluencers

If Millennials learned about money through blogs and ISAs, Gen Z is getting their education in under 60 seconds. TikTok, Instagram Reels, and YouTube Shorts have replaced spreadsheets and Sunday columns. Gen Z doesn’t wait for a financial adviser to explain equity markets — they absorb information between memes and lifestyle clips.

Finfluencers — young creators who share personal finance advice — are a driving force. They break down complex concepts with humour and real-life examples. A viral video might show someone turning £300 into £5,000 through ETFs. It feels relatable and achievable, not theoretical.

But this accessibility comes with risk. Bold, unbalanced claims go viral faster than cautious guidance. “£100 a day from dividend stocks” sounds more exciting than slow, diversified growth — even if it’s unrealistic.

That said, Gen Z isn’t naïve. They question sources, cross-check facts on Reddit, or ask friends. They’re sceptical by design and prefer advice from individuals over institutions — but they test it before trusting it.

Attitudes Toward Risk and Returns

Millennials were shaped by the 2008 crash. They watched markets collapse just as they entered the workforce. Many became cautious investors, favouring slow growth and safe options. Gen Z entered adulthood in a different world — one of lockdowns, meme stocks, and zero-interest rates. As a result, they see risk in a different light.

To Gen Z, risk is a tool, not a threat. They know markets go up and down, and they don’t panic — they prepare. Many use apps like Freetrade and Trading 212 to automate savings, set limits, and invest in small amounts. Fractional shares mean they can own part of Amazon with just £20. Investing feels more open — and less like something only the wealthy can do.

They’re also more comfortable with swings in value. GameStop’s wild price surge in 2021 wasn’t just about money. For Gen Z, it felt like a movement — a way to challenge big investors and claim power for themselves. The same energy drives their interest in crypto, NFTs, and copy-trading platforms.

But they’re not being reckless. A 2024 Financial Conduct Authority report showed Gen Z investors were more likely to build diverse portfolios than Millennials at the same age. They’re taking risks, but with tools, data, and a plan.

Emphasis on Financial Independence and Side Hustles

Gen Z doesn’t wait to climb a career ladder — they build their own steps. Financial independence isn’t a distant dream. It’s something they work towards every day, often out of necessity. With high student debt, rising rents, and little trust in pensions, they find their own ways to stay afloat.

They value multiple income streams. Freelancing, reselling clothes, making content, tutoring — these aren’t hobbies. They’re ways to earn, learn, and invest. Someone in uni might earn £400 a month editing videos, invest £200 in a stocks and shares ISA, and use the rest to grow their business.

They also want their money to match their values. ESG funds, green investing, and fintechs that offset carbon are far more popular among Gen Z than with older generations. They expect the tools they use to reflect their ethics.

And when they look for help, they go to sources that speak their language. InvestingGuide is one example — it offers breakdowns of UK platforms, taxes, and fund types in a way that’s useful, honest, and easy to understand. Gen Z doesn’t need hype. They want the facts, clearly laid out.

Educational Differences

Millennials often learned about investing by trial and error. Gen Z has a different path. They’ve grown up with access to free courses, explainers on YouTube, and apps with built-in learning tools. For them, finance isn’t something you “figure out later.” It’s part of daily life.

And they’re keen to learn. A 2023 survey by Barclays showed 62% of 18–24-year-olds had completed at least one online personal finance course — a big jump from the generation before. Books like The Barefoot Investor or You’re Not Broke, You’re Pre-Rich are shared on TikTok like reading recommendations.

They also learn together. From Discord chats to Telegram groups, many Gen Z investors build knowledge in communities. They swap tips, check each other’s ideas, and support beginners. It’s a faster, more open way to learn than what Millennials had.

Schools are starting to catch up — some sixth forms now include finance lessons or simulations. But Gen Z isn’t waiting. They’re taking charge of their learning, sharing what they know, and shaping the conversation themselves.

Conclusion

Gen Z isn’t copying Millennial strategies — they’re rewriting the rules. Their version of investing is social, digital, and independent. They mix side hustles, small investments, and shared knowledge into a flexible approach that fits modern life.

They don’t trust old systems to give them what they need. So they’re building their own. Through videos, apps, and communities, they’re reshaping what it means to invest — and setting the tone for the next generation of UK wealth builders.