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Commerce and Industry

The Journal For Business to Business Marketing

By young people, for young people: new financial service for ambitious millennials is launched

Millennials and Gen Z can now take control of their financial futures following the launch of a new

Informed Generation has been set up by Informed Financial Planning after the award-winning firm
identified an underserved demographic cohort of ambitious, career-minded younger people.
With financial advice often perceived as being exclusively aimed at high-net worth individuals or the
over 50s, Informed Generation aims to debunk the myth by attracting digitally fluent generations of
prudent planners and savvy savers.

Six young employees at the East-Yorkshire firm will manage the primarily digital service, which is
being made affordable through utilising everyday technology such as video calls, text, email and
online forms.

Jessica Crawford, IFP’s head of business development, is leading the new initiative. She said: “We
undertook thorough research which confirmed that a significant percentage of 20 – 35-year-olds are
ambitious and switched on when it comes to money, but that they are being disregarded and priced
out by the independent financial advice sector.”

She said that Informed Generation has aspirations to attract a UK-wide customer base and added
that there is a woeful lack of focus on future wealth makers from established industry players.
“There are platforms and apps aimed at this market, but these tend to be algorithm driven, whereas
our team of young financial whizzes will be offering a tailored and personal service.

“Informed Generation is not only staffed by young people, crucially it is designed by young people,
which is vital if we are to be successful in addressing this gap in the market and resonating with our
target audience. They want it to be fast and fun and don’t want heaps of paperwork through the

Canny customers can expect fixed fees for top notch pension, investment and cashflow advice to set
them on the road to meeting shorter and longer-term financial goals.

Jessica Crawford added that online marketing and social media was increasingly attracting
millennials to extremely risky investing such as in crypto currency and Forex trading. “We aim to
educate on this amongst providing sound advice on the more mainstream routes to financial success
and security.”

The staff, aged between 22 and 35, are: financial planners Charlene Coulbeck and Josh Richardson
(both of whom are FCA authorised); Jessica Crawford head of business development; Ellie Dickens,
business development assistant; Lewis Atkinson, compliance officer and Ash Biglin, senior

In recent years, Informed Financial Planning has worked on improving the appeal of financial
services to younger age groups though social media activity, blogs and videos. The firm is committed
to educating about the benefits of managing money and planning for the future.
To access the service, visit

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