Positivity around personal finances on the rise

9 January 2025

Three fifths (60%) of people in the UK are feeling positive about their finances for 2025, new research from Aegon has revealed, up from 52% in 2024.

The number of people feeling negative about their finances also fell to 35% from 38% a year ago. Delving deeper into the data, the research found that women (54%) and those aged 50 to 59 (47%) are less likely to feel positive about their finances.

The leading financial priority for people going into 2025 is “enjoying life”, which was cited by 34% of respondents, according to Aegon. This is up from 28% who said the same in 2024. The data showed it is especially true for those aged 60 and over (41%). This was closely followed by ‘building up emergency savings’ (30%) and ‘paying for basic living expenses’ (30%).

Pension saving is also a key priority for 11% of those surveyed, with the figure remaining unchanged year-on-year.

Steven Cameron, director of pensions at Aegon, said: “As we enter 2025, it’s encouraging that positivity on personal finances has jumped. This positive attitude to finances sees ‘enjoying life’ as the top financial priority, while concerns over ‘basic living expenses’ are less of a dominant issue.

“But beneath the surface of these positive headline findings lurk challenging and persistent realities. Women across the age spectrum and people aged 50 to 59 are less likely to feel positive about their finances over 2025, which is consistent with last year’s survey findings and Aegon’s Second 50 research.”

Cameron said the government’s recent decision to means-test the winter fuel allowance may also have had a bearing with 50-somethings.

“There is also perhaps a growing realisation for many that they’ve not managed to save enough for the retirement they want. Undoubtedly, there will be challenges for the year ahead, both in terms of individual and family household budgets, business confidence and wider economic factors that impact us all, and so it will be interesting to track the results both across 2025 and to future years,” he added.

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