Sarah Drumm is a freelance journalist covering small businesses, start-ups, and new consumer brands. She is a contributor to Canvas8 and published a report on the popularity of direct-to-consumer brand communities for Thingtesting.

People are operating with a heightened perception of value

Critical Spenders

Life Hackers

Alex King is a personal finance expert and the founder of Generation Money, a finance and investing site. He began FX trading at 18 before graduating from the London School of Economics with a degree in management. He then worked in financial services for a decade, becoming a chartered accountant (ACA) and a vice president at Barclays. Now, King focuses on his passion for helping people to make better financial decisions and to achieve their financial goals. His expertise includes Gen Z's financial concerns, Gen Y's work-life culture, and the impact of fiscal and monetary policy on personal finance.

Gen Y (born 1982-1996)

United Kingdom

Money

Financial Times

The Guardian

Tech.eu

The Independent

Interview with Alex King conducted by the author

Daily Mail

Sage

Belong is a new savings app targeting UK Gen Yers who feel priced out of the housing market. It wants to help them find new approaches to building their personal wealth, but how can their strategies help to boost people’s financial outlook in the long term?