Money Coach Manifesto
Money Coach Manifesto
Money Coach Manifesto
Money Coach Manifesto
It’s time for a Money Coaching revolution. We don’t need tweaks, tick-boxes or excuses. We need action.
It’s time for a Money Coaching revolution. We don’t need tweaks, tick-boxes or excuses. We need action.
It’s time for a Money Coaching revolution. We don’t need tweaks, tick-boxes or excuses. We need action.
Our industry has the resources, creativity and permissions to do far more. The shift we need is mindset: working together, iterating fast and focusing on outcomes that truly help people at scale. And our goal is clear:
Our industry has the resources, creativity and permissions to do far more. The shift we need is mindset: working together, iterating fast and focusing on outcomes that truly help people at scale. And our goal is clear:
By 2030 every UK adult will have experienced, and ideally adopted, a money coach as defined by the guiding principles in this manifesto.
By 2030 every UK adult will have experienced, and ideally adopted, a money coach as defined by the guiding principles in this manifesto.
By 2030 every UK adult will have experienced, and ideally adopted, a money coach as defined by the guiding principles in this manifesto.
By 2030 every UK adult will have experienced, and ideally adopted, a money coach as defined by the guiding principles in this manifesto.
The Money Coach Manifesto is intended to spark a conversation across the industry about how we reach this goal and collectively transform support for people's financial confidence & capability.
The Money Coach Manifesto is intended to spark a conversation across the industry about how we reach this goal and collectively transform support for people's financial confidence & capability.
We call it money coaching because it's a simple, human, everyday way to describe accessible support that builds people’s confidence with their money, without the intimidating language of “finance” and with the supportive, coach-like guidance people need.
We call it money coaching because it's a simple, human, everyday way to describe accessible support that builds people’s confidence with their money, without the intimidating language of “finance” and with the supportive, coach-like guidance people need.
Crucially, this isn’t about choosing between digital vs human support. It’s a human-centred experience, enhanced by digital tools that empower staff and advisers. The future is tech-enabled humans, not tech instead of humans.
Crucially, this isn’t about choosing between digital vs human support. It’s a human-centred experience, enhanced by digital tools that empower staff and advisers. The future is tech-enabled humans, not tech instead of humans.
Money coaching is not a brand new concept. On the contrary, it is already happening today, both here in the UK and around the world. We ourselves have launched more than 15 money coaching propositions to date. And because this movement is already underway, achieving our 2030 goal is not only possible- it’s entirely within reach.
Money coaching is not a brand new concept. On the contrary, it is already happening today, both here in the UK and around the world. We ourselves have launched more than 15 money coaching propositions to date. And because this movement is already underway, achieving our 2030 goal is not only possible- it’s entirely within reach.
Key principles
Key principles
Key principles
Key principles
We have developed 4 key principles, critical for the successful rollout of money coaching by Financial Services’s firms.
Life-centric
Life-centric
Life-centric
Money management reimagined through the lens of life moments. Because people don’t have financial goals, they have life goals with price tags.
Money management reimagined through the lens of life moments. Because people don’t have financial goals, they have life goals with price tags.
Money management reimagined through the lens of life moments. Because people don’t have financial goals, they have life goals with price tags.
Trusted
Trusted
Trusted
We want people to be able to boast about their money coaching service, but inconsistent standards could undermine trust. How do we build a trusted framework to ensure every coach meets the same high standard?
We want people to be able to boast about their money coaching service, but inconsistent standards could undermine trust. How do we build a trusted framework to ensure every coach meets the same high standard?
We want people to be able to boast about their money coaching service, but inconsistent standards could undermine trust. How do we build a trusted framework to ensure every coach meets the same high standard?
Personalised
Personalised
Personalised
A Coach is by definition personal and adapts to the needs of the customer. The role of data for advanced segmentation and personalisation is therefore key.
A Coach is by definition personal and adapts to the needs of the customer. The role of data for advanced segmentation and personalisation is therefore key.
A Coach is by definition personal and adapts to the needs of the customer. The role of data for advanced segmentation and personalisation is therefore key.
Measurable
Measurable
Measurable
Educational initiatives do not always have a level of governance to measure impact. A qualitative and quantitative framework is required to demonstrate impact and showcase best practice.
Educational initiatives do not always have a level of governance to measure impact. A qualitative and quantitative framework is required to demonstrate impact and showcase best practice.
Educational initiatives do not always have a level of governance to measure impact. A qualitative and quantitative framework is required to demonstrate impact and showcase best practice.
Our pledges
Our pledges
Our pledges
Our pledges
We will take on the responsibility to deliver the money coaching vision.
We will take on the responsibility to deliver the money coaching vision.
We will debate it, define it and deliver it with our collective resources.
We will debate it, define it and deliver it with our collective resources.
We will ask for political and regulatory support, but we won’t depend on it.
We will ask for political and regulatory support, but we won’t depend on it.
We will move at pace and iterate constantly.
We will move at pace and iterate constantly.
We will be transparent and share findings.
We will be transparent and share findings.
We will create FOMO, yet welcome everyone to join.
We will create FOMO, yet welcome everyone to join.
What's next?
What's next?
What's next?
What's next?
To drive this forward, we’re proposing a new body to champion the money coaching vision: MCM2030.
To drive this forward, we’re proposing a new body to champion the money coaching vision: MCM2030.
Backed by a growing coalition of firms, MCM2030 will help convene, promote and shape best practice and build the engagement needed to ensure everyone has a money coach by 2030.
Backed by a growing coalition of firms, MCM2030 will help convene, promote and shape best practice and build the engagement needed to ensure everyone has a money coach by 2030.
The coalition meets first on 12 January 2026, after which roundtable dates will be announced. If you'd like to be a part of this movement, register your interest below.
The coalition meets first on 12 January 2026, after which roundtable dates will be announced. If you'd like to be a part of this movement, register your interest below.