Money matters 2025
Mumsnet is home to financial decision-makers shaping household spending, with 93% are at least equally responsible for household finances
(Research published: March 2025)
Mumsnet’s audience is a financially savvy and influential group, playing a key role in household decision-making. With 93% sharing equal responsibility for family finances and 80% feeling confident managing the family budget, they are an engaged and informed community.
In this year’s financial insights, we explore:
The financial challenges mums face, with 91% believing motherhood impacts long-term financial stability and 83% feeling younger generations will face worse financial futures
Mortgage affordability as a key concern, with 63% anxious about remortgaging and 45% worried about higher payments
The proactive approach mums take to financial education, yet the need for more support in discussions around pensions, as only 45% feel confident talking about it with their children
The importance of trusted sources in financial decisions, with 98% using comparison websites and 79% trusting Mumsnet recommendations
For brands, especially those in the financial sector, Mumsnet provides a highly engaged and financially aware audience actively seeking expert advice and guidance. By offering reliable, helpful resources, brands can connect meaningfully with this audience and position themselves as trusted financial partners.
