Setting up an emergency fund tops the list of the best financial guidance people have received, according to new research.
A survey of 2,000 adults in Great Britain discovered that 29% considered prioritising an emergency fund as the most valuable financial wisdom. Other highly rated recommendations included learning to live within your means (19%), starting to invest early (14%), and maximising tax-free savings (12%).
These practical tips stand in sharp contrast to some of the worst advice people reported receiving, such as being encouraged to “just enjoy the money now” or “just put it on the credit card”, regardless of their ability to pay it off.
The findings highlight a broader issue with financial guidance, where 39% of people say they receive advice they didn’t ask for, often from unexpected sources — including strangers in pubs (15%) or even taxi drivers (8%).
More than half (51%) of respondents admitted they find it difficult to know which advice they can genuinely trust, showing a clear need for reliable, professional financial support.
With the ongoing cost of living crisis in Ireland, many households are under increasing pressure.
Rising electricity prices, inflation on groceries, and housing costs have made budgeting more important than ever.
A third of those surveyed said they think about their personal financial situation daily. While 61% feel confident in their ability to save for the future — and 29% are more optimistic than at this time last year — 72% of those feeling less positive cite the soaring cost of living as the main barrier.
Skipton Building Society commissioned the study as part of its latest ISA campaign, teaming up with Natalie Cassidy - best known for playing outspoken Sonia Fowler in EastEnders and hosting the podcast ‘Life with Nat’ - and its own financial expert to encourage people to seek trusted, professional guidance when making decisions about their money.
Top 10 Best Financial Advice According to Irish Adults:
Make sure you have an emergency fund
Live below your means
Try not to get into too much debt
Track your spending
Avoid high interest debt
Start investing early
Make sure you get on the property ladder as soon as you can
Take advantage of tax-free savings (such as ISAs or similar schemes in Ireland)
Pay yourself first – save before spending
Invest your money in bricks and mortar
Top 10 Worst Financial Advice According to Irish Adults:
Just put it on the credit card
Just enjoy the money now
Crypto will make you rich
Money isn’t important
Property always goes up
Pensions are a scam
Small expenses don’t matter – just ignore them
Don’t worry, you’ll inherit some money later in life
Put your money into high-risk investments
Invest in what is trending right now
The research underscores a crucial lesson: in a time when energy bills, rent, and grocery prices are all climbing, being selective about the financial guidance you follow can make a real difference.
Understanding which advice is genuinely sound — and which may be outdated or risky — is key to building long-term financial stability in Ireland today.
