Two thirds of parents want children to be taught about investing

• 65% of parents agree that teaching children about investing early is important
• 44% of parents recognise the impact that early learning had on them
• Only one in ten (13%) say they teach their own children about investing

As families prepare for the start of school in a couple of weeks, new research from Aviva reveals a significant gap between what parents believe their children should be taught about financial education and investing and what happens around the kitchen table.

Nearly two-thirds (65%) of parents agree that teaching children about investing from an early age is important, yet almost a quarter (23%) say they have not discussed finances/money with their children at all and even fewer have discussed investing (13%).

The findings suggest many parents recognise the impact that learning about money early can have, with almost half (44%) agreeing that the financial education they received as a child, around pocket money or saving, still influences their attitudes towards money today.

While just over a quarter of parents (26%) encourage children to save regularly and talk to their children about the value of money and budgeting (25%), only 18% talk to them about debt and borrowing; just over one in six (17%) mention saving for the future or pensions, and just over one in ten (13%) say they teach them about investing.

As families prepare for the new school year, Aviva is encouraging parents to make financial education part of the back-to-school season. While schools have an important role to play, the research suggests some of the most valuable money lessons happen at home. By taking small steps today, parents can help children develop the confidence and habits needed to navigate their financial futures.

Alistair McQueen, Head of Savings and Retirement at Aviva, said: "Many parents understand the value of financial education, but finding the time or knowing where to start can feel daunting. Children don’t need lessons on stock markets to build good habits with their money. Simple conversations about spending, saving and the importance of making active choices can make a real difference.

“Getting back into the routine of the school term is a good opportunity to start introducing conversations about money into day-to-day family life. Whether it’s talking about the cost of school essentials or saving towards a longer-term goal, small lessons can help build confidence.

“Our research shows many adults believe children should learn about money from an early age. The habits we develop when we’re young often stay with us for life, so fostering an interest in money early in a child’s life could strengthen their financial confidence and help them get ready for tomorrow.”

To help parents build their children’s financial confidence, Aviva is encouraging families to use the start of the school year as an opportunity to simple but practical money lessons.

• Give them a budget for a back-to-school item and ask them to compare prices and make choices.
  
  
• Help children set a goal and save towards a game or an activity and track their progress using charts or apps.
  
  
• Split pocket money into different pots for spending and saving.
  
  
• Use shopping trips to explain the difference between things we need and things we would like to have (necessities versus luxuries).
  
  

• Explain how everyday household costs such as food, transport and energy can add up.
  
  
• Give teenagers an allowance and the responsibility to manage their own spending on clothes, stationery or socialising.
  
  
• Encourage them to consider which clothes and other items they no longer use and can sell to use the proceeds to buy something new they want.
  
  
• Help them to set savings goals and explain how saving regularly and earning interest can help their money grow over time, with interest being earned on both the money they’ve saved and the interest they’ve received.
  
  
• Talk openly about longer term goals such as travel or buying a home and explain how saving and investing can play a role in achieving them.
  
  

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Notes

• We are the UK’s only diversified insurer and we operate in the UK, Ireland and Canada. We also have international investments in India and China.
  
  
• We help our 25.3 million customers make the most out of life, plan for the future, and have the confidence that if things go wrong we’ll be there to put it right.
  
  
• We have been taking care of people for more than 325 years, in line with our purpose of being ‘with you today, for a better tomorrow’. In 2025, we paid £31.9 billion in claims and benefits to our customers.
  
  
• Aviva is a Living Wage, Living Pension and Living Hours employer and provides market-leading benefits for our people, including flexible working, paid carers leave and equal parental leave. Find out more at www.aviva.com/about-us/our-people/
• As at 30 June 2026, total Group assets under management at Aviva Group were £479 billion and our estimated Solvency II shareholder capital surplus was £6.8 billion. Our shares are listed on the London Stock Exchange and we are a member of the FTSE 100 index.
  
  
• For more details on what we do, our business and how we help our customers, visit www.aviva.com/about-us