Laura Whitmore fronts new Laybuy Master Your Money campaign

TV and radio presenter Laura Whitmore has been unveiled as the face of Master Your Money, a new campaign from buy now pay later provider Laybuy that is pitched at UK women under 40.

This aims to encourage women to talk about their money worries and take control of their finances with a new five minute financial health check tool.

As part of the campaign, Millennial finance expert Ellie Austin-Williams has been appointed Laybuy’s Women’s Money Mentor and will provide advice that will be hosted on the FinTech’s social channels and website.

To kick things off, Whitmore will be drawing on her own personal experiences with money and the advice of Laybuy’s experts to offer guidance to her followers through a series of Instagram posts and a live Instagram Q&A on Wednesday, 2nd June.

“I hope that through opening up this conversation we’ll remove the stigma and encourage women to talk more freely about their financial concerns, and in doing so become better equipped for their financial future,” she says.

Under pressure

The initiative coincides with a study of 5,000 UK adults by Laybuy, which found nearly four out of five of women under 40 are worried about their finances, with almost half citing concerns about their financial future as one of their top everyday stresses.

“Our research found more than a third of women under 40 are concerned about not having enough savings to retire or being able to provide for their family in the way they want to. Nearly half of Gen Z and Millennial females say they worry they will never own their own home, compared to only 25% of men under 40,” says Laybuy Co-Founder Robyn Rohloff.

“We also found that while women under 40 are stressed about their personal finances, they are also reluctant to seek advice or talk to their friends about their money worries, with more than a quarter of UK women having never sought advice on their finances.”