Research conducted by Cleo AI reveals a growing trend among young adults in the United Kingdom, specifically those aged 28 to 40, who are increasingly seeking assistance from artificial intelligence (AI) to manage their finances and cultivate more sustainable financial habits. The study, which surveyed 5,000 UK adults, found that a significant majority are saving substantially less than their desired amounts, consequently fueling a rising interest in AI-driven money management tools.

The findings indicate that one in five respondents expressed curiosity about leveraging AI for financial management, with an additional 12% stating excitement about its potential. Despite this burgeoning interest, overall confidence in personal financial management remains notably weak. Over a third of respondents (37%) admitted to struggling with self-discipline concerning money, frequently finding impulse spending detrimental to their savings goals. A substantial four in five respondents also believed there was room for improvement in their financial knowledge, highlighting a significant disparity between financial intentions and actual behaviors.

Further analysis revealed age-related differences within this demographic. Adults aged 28 to 34 reported approximately 15% greater satisfaction with their savings compared to those aged 35 to 40, and on average, saved about 33% more each month. This suggests a pattern where financial strain tends to accumulate as individuals progress through early adulthood, while access to effective and ongoing financial support does not escalate commensurately.

AI is emerging as a potential solution to help individuals regain control over their finances. Many respondents demonstrated comfort with entrusting AI with routine financial tasks. Nearly two-thirds (64%) indicated they would trust AI for advice on disposable income, while over half would permit AI to move money to prevent overdrafts (54%) or manage regular bill payments (52%). Barney Hussey-Yeo, CEO and founder of Cleo, attributed these financial challenges primarily to structural economic pressures, including rising living costs, stagnant wages, low pay, and accumulating debt. In this environment, AI tools are seen as practical, everyday assistants capable of operating with highly limited funds, rather than being exclusive to aspirational financial planning.

The adoption of AI financial tools is notably being driven by younger respondents, with adults aged 28 to 34 exhibiting 8% more confidence in these technologies than their counterparts aged 35 to 40. However, trust continues to be a significant hurdle. Nearly a quarter of respondents (23%) expressed a preference for starting with limited use of AI technology, requiring clear evidence of its value before committing to more extensive engagement.

The research also brought to light significant regional disparities across the UK. Average monthly savings in the affluent South were found to be 26% higher than in the North. Londoners, in particular, saved 33% more than the national average and approximately £250 more per month than residents of Norwich. Cities like London (£431), Brighton (£401), and Edinburgh (£386) reported the highest average monthly savings, contrasting sharply with Newcastle (£185) and Cardiff in Wales (£184.95) at the lower end of the spectrum.

These findings carry crucial implications for fintech decision-makers. The primary signal is not merely an enthusiasm for AI, but a profound demand for support amidst financial stress. The high percentages of respondents citing poor self-discipline (37%) and low confidence in financial knowledge (80%) underscore that execution is a significant problem. Trust, rather than being a secondary consideration, acts as a gating factor for adoption. While there is a high headline willingness to delegate tasks like overdraft avoidance, the nearly quarter of users who require incremental proof before committing suggest a preference for modular product design and specific software implementations over full automation from the outset. The evidence strongly indicates that adoption will be earned through demonstrated utility, not simply through brand positioning.

The age-related divergence within the relatively narrow cohort of 28–40-year-olds is also noteworthy. The sharp decline in savings satisfaction and contributions among those aged 35–40, a period often associated with increasing responsibilities and financial burdens, implies that fintechs exclusively targeting young professionals might overlook a segment with materially different needs. For older millennials, tools designed to address cumulative obligations such as housing, dependants, legacy debt, and bills are likely to prove more relevant. Furthermore, the large and persistent regional savings disparities, with high-income urban centers like London skewing the national average, suggest that a nationally uniform product approach may be ineffective. Product features such as pricing, thresholds, and nudges (e.g., notifications and in-app messages) may require regional bias to ensure they feel realistic and relevant outside the higher-income urban areas of the South of the UK.