Iona Bain

Iona Bain is an award-winning journalist, broadcaster, speaker, and author, and is the UK’s go-to voice on millennial money. She is BBC Morning Live's resident financial expert and regularly engages audiences with her insights on financial wellbeing, resilience, and the complexities of the modern financial landscape.

Since founding Young Money, the UK's first website dedicated to young people's finances in 2011, Bain has become one of the most respected financial writers of her generation, known for her accessible yet authoritative approach. Her journey in finance began uniquely as a musician still living at her parents' home in Edinburgh, where her personal experience with theft and her struggle with dyscalculia motivated her to master her financial life and assist others in doing the same. Bain’s early experiences and challenges have profoundly shaped her mission to promote financial literacy and ensure everyone has access to the necessary tools to manage their money effectively.

Bain’s media presence is extensive; she has appeared on programs such as Channel 4’s "Cryptocurrency: Has the Bubble Burst?," "Rip Off Britain," "Newsnight," "Question Time," and "The One Show." Additionally, she regularly contributes to the Metro Newspaper and the Financial Times, along with other significant publications including the Times, the Daily Telegraph, and the Independent. Her book "Own It!" focuses on empowering young people to invest for a better future. She has also reported for Radio 4’s File on 4 on critical social issues.

Beyond writing and broadcasting, Bain is deeply committed to educational outreach. She is an ambassador for the National Numeracy society, tirelessly campaigning for greater awareness of dyscalculia. Her educational contributions extend to collaborating with BBC Social, BBC Bitesize, and Young Scot to produce educational videos that resonate with young viewers. Her role as the youngest-ever governor of the Pensions Policy Institute further underscores her commitment to influencing financial policy and education at high levels.

Throughout her career, Bain has maintained a strong connection with her audience, working with various brands and organizations to enhance public understanding of financial issues. Her work with the Lloyds Banking Academy on the Your Future Finances initiative, notable for being the first UK educational program fully accessible in sign language, highlights her inclusive approach to financial education.