Iona Bain

Iona Bain is an award-winning journalist, broadcaster, speaker and author, and is the UK’s go-to voice on millennial money. She is BBC Morning Live's resident financial expert.

Since founding the pioneering Young Money Blog in 2011, Iona has become one of the most respected financial writers of her generation, with a rare combination of accessibility and authority. Iona’s beginnings in the finance world came when she was a jobbing musician still living at her parents home back in Edinburgh, and her savings were burgled from her piggy bank. All she knew about money needed to change and her dyscalculia meant her uphill struggle was larger than most. Iona founded Young Money Blog to help her generation get to grips with their finances and quickly found an audience with her down-to-earth, witty and helpful analysis of the financial problems facing millennials. Iona has also appeared on Channel 4’s Cryptocurrency: Has the Bubble Burst?; Rip Off Britain; NewsNight; Question Time and the One Show. She also recently reported for Radio 4’s File on 4, investigating record complaints about social housing and allegations of degrading treatment of tenants, with another report airing this Autumn.

Iona’s empathetic approach has earned her the title Money Hacker in residence for Radio 1’s flagship advice programme Life Hacks. She has been flying the flag for young people’s financial rights on the airwaves for over 10 years, and has also been a roving financial reporter for Channel 4’s Steph’s Packed Lunch. Podcast appearances range from the Spectator’s flagship Edition show, to Free the Geezer with rap group The Manor, to Saira Khan’s podcast Backing Brilliant Business and Sarah Vine's Femail Half-Hour, demonstrating Iona’s versatility. Iona is a staple of online youth and female-focused media, with contributions to VICE UK, British Vogue and Refinery 29.

Iona writes a bi-weekly column for the Metro and is a regular contributor to the Financial Times. Her journalism and commentary have appeared extensively in both national and regional titles, including the Times, the Daily Telegraph, the Guardian, the Daily Mail, the Independent and the New Statesman, and Iona's book 'Own It!' is all about how young people can invest their way to a better future.

Iona is particularly proud of her educational work, often speaking at Universities and having collaborated with BBC Social, BBC Bitesize and Young Scot to produce a series of educational videos.  Iona is an ambassador for National Numeracy society and campaigns for awareness for dyscalculia. She also worked with the Lloyds Banking Academy on the Your Future Finances initiative, the first educational programme in the UK to be fully sign language enabled. Iona is also the youngest-ever governor of the Pensions Policy Institute.

Iona's has worked with a number of brands, including Mastercard, Sky Mobile, Skipton, Santander, Virgin Money and Iceland. She has also campaigned alongside the British Savings Association for UK Savings Week, encouraging responsible, and not overwhelming, saving habits.

Do you want to work with Iona Bain?

View more talent managed by Mindy Juss


Noteable Work

  • Morning Live, BBC One
  • File on 4: Rental Health: The Social Housing Perfect Storm?, Radio 4
  • Cryptocurrency: Has the Bubble Burst?, Channel 4
  • Life Hacks, BBC Radio 1
  • Rip Off Britain, BBC One
  • NewsNight, BBC Two
  • Question Time, BBC One

Connect with Iona Bain on social media