Feelings of shame around debt and a lack of engagement from traditional institutions have long hindered financial discussions among women. Gen Y ‘finfluencers’ are changing this status quo, using their social media savvy and relatability to improve their followers’ relationships with money.

Stagnant wages and rising living costs have many Americans delaying traditional life milestones. At the same time though, new moments have gained significance, and a campaign from fintech firm SoFi has honed in on the final payment of one’s student loans as an occasion worth celebrating.

Gen Yers are confused about student loans and a quarter of them say that they didn’t know what they were signing up for. As well as calls for more transparency upon sign-up, people are looking to brands to help them understand their debts and how to resolve them.

When pay day rolls around, Gen Yers save a little – but spend a lot. Impulsive spending is a key (and at times problematic) element of their identity. But as this generation begins to look towards their future roles as homeowners, parents, and pensioners, how will their spending habits adapt?