Iona Bain: The Award-Winning Financial Journalist Empowering a Generation
When it comes to personal finance and money matters in the UK, few names resonate as strongly as Iona Bain. A respected broadcaster, journalist, author, and speaker, she has made it her mission to simplify finance, educate the public, and advocate for financial literacy—especially among younger generations. Known widely as the resident money expert on BBC’s Morning Live, Iona has become a trusted voice helping millions navigate the complexities of money in an increasingly challenging economic climate.
Who Is Iona Bain?
Born in 1990, Iona Bain is a 35-year-old financial journalist based in Greater London. Despite her youth, she boasts an impressive 14-year career spanning journalism, broadcasting, authorship, and public speaking. Educated at the University of Oxford where she earned a B.A. Hons in Music, Iona’s path to becoming a financial expert was unconventional. Her journey began with a personal struggle with dyscalculia—a learning difficulty affecting numerical processing—which inspired her to educate herself and others on financial matters.
Early Career and The Young Money Blog
In 2011, Iona founded the Young Money Blog, which became the UK’s first money blog specifically aimed at millennials. Her blog was groundbreaking in providing accessible and relatable financial advice tailored for young people navigating debt, savings, investing, and the complex world of personal finance. The blog’s success cemented her reputation as a leading voice in millennial money management and earned her numerous awards, including Money Blogger of the Year from the Santander Media Awards in 2016.
Iona Bain on BBC Morning Live
One of Iona Bain’s most significant roles is as the resident money expert on BBC Morning Live, the UK’s highest-rated daytime magazine show. Since joining the show in late 2021, she has appeared weekly live from the Manchester studio, delivering practical, timely financial advice to over a million viewers.
The Impact of Morning Live
Her segments on Morning Live cover a wide range of topics—from budgeting and saving tips to the impact of government policy on household finances. Iona’s clear and approachable style has made her a popular figure, especially among younger audiences who may find traditional financial advice daunting or inaccessible. Her reports often include real-life case studies and on-the-ground coverage of the cost-of-living crisis, helping viewers understand how economic changes affect their daily lives.
The Books: Spare Change and Own It
Beyond broadcasting, Iona Bain is also a successful author. Her two books, Spare Change (2016) and Own It (2021), aim to educate and empower young people to take control of their finances.
Spare Change
Spare Change offers straightforward advice on managing money wisely, breaking bad financial habits, and making informed decisions. The book is particularly aimed at those starting out in adulthood, covering essentials like budgeting, debt management, and understanding credit.
Own It
In Own It, Iona goes further, focusing on investment and long-term wealth-building strategies. The book encourages readers to think beyond immediate finances and plan for a secure financial future. With a strong emphasis on financial empowerment, Own It has been praised for demystifying investing and making it accessible for those who might feel excluded from traditional financial conversations.
Iona Bain’s Personal Life: Husband, Age, and More
While Iona Bain’s professional life is well documented, she keeps her personal life largely private.
Is Iona Bain Married?
There is no public information confirming that Iona Bain is married. She has maintained privacy around her relationships and family life, focusing instead on her work and advocacy.
Age and Early Life
Iona was born in 1990, making her 35 years old in 2025. Raised in Scotland, she attended Broughton High School before studying music at Oxford University. Her Scottish roots and early musical training are part of the rich background she brings to her multifaceted career.
Advocacy and Achievements
Championing Financial Literacy
Iona Bain’s career is defined not just by her media appearances but also by her passionate advocacy for financial education. She has worked with several organisations to improve financial literacy, especially for young people facing economic uncertainty.
Awards and Honours
Among her many accolades, Iona was awarded the prestigious Freedom of the City of London in 2024 for her outstanding contribution to financial education. She was also named Financial Journalist of the Year by the Institute for Financial Wellbeing, reflecting her influence and commitment to the field.
Ambassador and Governance Roles
Iona serves as an ambassador for National Numeracy, an organisation dedicated to improving everyday maths skills, and she is a governor at the Pensions Policy Institute. These roles reflect her dedication to shaping policy and public understanding around pensions and financial planning.
Iona Bain’s Presence Beyond TV
Podcasts and Columns
In 2025, Iona became the host of Legal & General’s flagship podcast, A Little Bit Richer, where she interviews experts about money and career issues affecting younger generations. Additionally, she writes a monthly money column for the Metro newspaper, extending her reach to millions of readers.
Campaigns and Public Speaking
Iona frequently lends her voice to commercial campaigns, including financial fitness initiatives with notable personalities such as former footballer Adebayo Akinfenwa and reality TV star Gemma Collins. These campaigns have won awards for their impact and creativity.
As a speaker, Iona is in high demand, regularly appearing at industry conferences and public events where she discusses topics ranging from the cost-of-living crisis to financial planning and mental health in relation to money.
How Old Is Iona Bain?
At 35 years old, Iona Bain represents a younger generation of financial experts who combine traditional journalism skills with a fresh, relatable approach to money matters. Her ability to connect with millennials and Gen Z audiences has made her an invaluable resource at a time when financial literacy is more crucial than ever.
Conclusion
Iona Bain stands out as a beacon of financial knowledge and empowerment in the UK. Her multifaceted career—as a journalist, broadcaster, author, and speaker—combined with her advocacy for financial literacy, particularly among young people, has had a meaningful impact. Whether through her role on BBC Morning Live, her insightful books, or her dynamic public speaking, Iona continues to inspire and educate a generation that is redefining money management.
Her commitment to transparency, accessibility, and inclusivity in financial education makes her a vital figure in today’s economic landscape. For anyone seeking to understand money better or navigate their financial future with confidence, Iona Bain is a trusted guide and inspiring role model.
