Iona Bain

Iona Bain is an award-winning financial journalist, broadcaster and author who translates complex money matters into clear, jargon-free advice that empowers people to take control of their finances. Best known as the resident money expert on BBC Morning Live and a reporter for Panorama, she also writes weekly for The Observer and monthly for Metro, and hosts the popular podcast A Little Bit Richer. Named Financial Journalist of the Year 2025 by the Institute for Financial Wellbeing and awarded the Freedom of the City of London for her services to financial literacy, Iona guides audiences through the full spectrum of personal finance. Her sessions equip organisations with practical tools to build financial confidence and make smarter decisions for the future.

When Iona Bain launched the Young Money Blog in 2011, she created something the UK had never quite seen before: a platform that spoke to a generation struggling with debt, stagnant wages, and an uncertain financial future in language they could actually understand. That pioneering project transformed her into the country's leading voice on millennial finance and set the foundation for a media career that now reaches millions. Today, she appears as the resident money expert on BBC Morning Live, delivering practical, jargon-free advice to viewers navigating everything from rising bills to pension planning, whilst also reporting for Panorama and maintaining a weekly column for The Observer and monthly column for Metro. She hosts the popular podcast A Little Bit Richer, which ranked in the top 10 education podcasts in 2025, and has authored two books, including Own It!, praised by The Times as "a gem" and a "sensible and sober guide" for millennials navigating the world of money.

Her credentials extend far beyond regular media appearances. Iona has contributed journalism and commentary to almost every national newspaper, including The Times, Financial Times, The Guardian, and The Spectator, and her work has featured in publications as diverse as British Vogue, VICE, and Refinery29. She has appeared on Question Time, Newsnight, and Radio 4 programmes including Moneybox and File on 4, establishing herself as a trusted commentator on personal finance across all platforms. Named Financial Journalist of the Year in 2025 by the Institute for Financial Wellbeing and shortlisted for both the Georgina Henry Award at the UK Press Awards and Broadcast Journalist of the Year at the 2026 Headlinemoney Awards, Iona has also been recognised with a special commendation for her Observer column. Her commitment to financial inclusion earned her the Freedom of the City of London in 2024 for services to financial literacy, whilst her work raising awareness of dyscalculia led to her becoming an ambassador for National Numeracy. Named Freelancer of the Year in 2018 by IPSE and listed among the most influential women in finance by Onalytica in 2019, she has also served as a governor of the Pensions Policy Institute and worked with organisations including Barnardo's, the National Citizen Service, and Lloyds Banking Academy to improve financial education for young people and underserved communities.

Iona speaks to organisations and audiences about the full spectrum of personal finance, from everyday budgeting and pensions to investments and financial wellbeing, always translating complex topics into actionable advice. She explores how technology and artificial intelligence are reshaping financial lives, helping people harness the benefits of digital innovation whilst staying protected from scams and emerging risks. Drawing on thousands of conversations with consumers, regulators, politicians, and those in the financial services industry, her talks reveal the often significant disconnect between how businesses think people behave and what individuals actually do when confronted with hard, confusing, and overwhelming financial decisions. Through her down-to-earth style and relatable expertise, she equips audiences with the confidence and practical tools they need to take control of their money, make smarter decisions, and build genuine financial resilience for the future.