Britons consider maintaining an emergency fund the most valuable money advice they have ever received, while suggestions to charge purchases to a credit card or spend freely now rank among the most unhelpful guidance.

A survey of 2,000 adults found that 29 per cent identified prioritising an emergency fund as the most useful financial tip they had encountered.

Around 19 per cent highlighted learning to spend less than they earn as particularly beneficial, followed by beginning to invest at an early age at 14 per cent, maximising tax-free savings options at 12 per cent, and putting money aside before spending it at 12 per cent.

However, not all recommendations have led to positive results, with 21 per cent admitting they were previously encouraged to use a credit card without considering repayment capability.

Meanwhile, 39 per cent reported receiving financial advice they had not requested.

In fact, 44 per cent have picked up unsolicited money tips in surprising locations such as conversations with strangers in pubs at 15 per cent, social media broadcasts at 10 per cent, and even from taxi drivers at eight per cent.

The research also revealed that 51 per cent struggle to determine which financial guidance is genuinely trustworthy.

Skipton Building Society commissioned the research for its current ISA campaign, partnering with Natalie Cassidy and one of its own financial specialists to urge people to seek reliable, expert advice when managing their finances.

The Walford favourite, best known for portraying Sonia Fowler in EastEnders and presenting the Life with Nat podcast, appeared unexpectedly to passengers across London, collecting commuters believing they were taking a standard taxi journey.

Drawing inspiration from the research findings, Natalie and the specialist spent a day travelling in a London black cab, conversing with passengers about ISAs, effective saving practices, and the difference that dependable professional guidance can provide.

The initiative sought to transform the concept of receiving unexpected advice, delivering genuine helpful money tips to people in an entertaining and memorable way while emphasising the vital importance of trustworthy financial counsel.

Whether behind a microphone or in front of a camera, she has always enjoyed taking on an agony aunt role and never passes up an opportunity for a straightforward conversation. Getting into the taxi seemed like the perfect way to channel that energy. She found it rewarding to speak with people about their finances in a natural and honest manner. Ultimately, sound advice should be straightforward, uncomplicated, and genuinely practical, without unnecessary jargon.

The research also showed that 38 per cent feel overwhelmed by the volume of financial guidance encountered in daily life.

More than half at 53 per cent indicated they would benefit from more personalised and clearer guidance.

A precise 25 per cent had previously been informed they were too young to concern themselves with saving or investing.

Despite this, 37 per cent consider themselves the most financially disciplined person in their household or family.

Alex Sitaras, head of savings at Skipton Building Society, which has also developed a quiz to assess savers’ ISA understanding, stated that the research demonstrates many individuals are uncertain where to obtain financial advice and frequently pick up guidance in the most surprising locations. With a new tax year approaching and ISA modifications scheduled for 2027, it is understandable that people seek clarity on what these changes mean for their personal savings. The organisation observes this regularly, which is why it prioritises offering straightforward, dependable support whether customers need basic guidance or more comprehensive financial advice. The conversation has been taken out onto the road, quite literally, by inviting people into one of their branded taxis for open, honest discussions about ISAs, saving habits, and the importance of good advice. It is a light-hearted way to make a serious point: assistance should feel approachable.

It also emerged that 29 per cent of those surveyed via OnePoll.com contemplate their personal financial situation every day.

Sixty-one per cent feel assured about their ability to save for the future, with 29 per cent feeling more positive than they did at the same point twelve months earlier.

However, 72 per cent of those feeling less positive attribute the main obstacle to the increasing cost of living, along with higher essential expenses at 62 per cent and insufficient disposable income to save at 49 per cent.

The research also examined perspectives on ISAs ahead of the forthcoming 2027 changes, which will lower the cash ISA allowance to £12,000 for those under 65.

Positively, 69 per cent feel assured about understanding what the new regulations mean for them individually.

However, many still encounter difficulties maximising their allowance, with 38 per cent of Cash ISA holders indicating they will not fully utilise the existing £20,000 limit before 2027 because they lack sufficient spare funds.

Approximately 37 per cent would be inclined to seek professional guidance to help them optimise their ISA entitlement.

To mark the beginning of the new tax year, Skipton Building Society is introducing a Free Fare Day on 7th April across major UK cities. Passengers can board one of its branded taxis and receive a complimentary journey, leaving them with additional money to put towards their savings.

Alex Sitaras, from the building society, which will also provide passengers with a straightforward ISA tip sheet, commented that it is encouraging to observe so many people feeling confident about the upcoming ISA changes, but the research also indicates that many savers still require assistance understanding how to maximise their allowance. With further changes coming in 2027, now is an appropriate time to understand what they mean for individual circumstances. Whether someone is adding to an existing ISA or considering one for the first time, the aim is for people to feel they have clear, unbiased guidance to help them make the choice suitable for them.