Experian has partnered with Channel 4 for the first time to launch Credit 101, a branded entertainment series aimed at boosting financial literacy among younger audiences.
As part of Experian’s mission to promote financial inclusion, Credit 101 offers bite-sized, accessible guidance designed to empower ‘social natives’ to better understand and manage their money.
Presented by comedian Mike Wozniak, the series breaks down key financial topics from credit to loans and mortgages in humorous, engaging segments.
Sally Miller, chief marketing officer at Experian Consumer Services, said the project was “an exciting step” in its journey to drive financial inclusion by making financial education accessible to all.
“With this series, we’re bringing essential money knowledge to life in a way that’s fun, relatable, and easy to understand,” said Miller. “Our goal is to empower social natives with the confidence to take control of their finances – especially at a time when so many are facing uncertainty.”
The initiative is backed by findings that underline the need for stronger financial understanding across the UK. Credit 101 coincides with research that suggests 73% of people in the UK fell below expected financial literacy levels in 2023.
In addition, a May 2024 study from the Abrdn Financial Fairness Tracker and ONS showed that 39% of households were either in ‘serious financial difficulties’ or ‘struggling’, up 11% since April 2020.
Credit 101 is a response to this growing need for accessible financial information. By combining entertainment and education, Experian aims to reach young consumers where they are on social media with content they trust.
Stephen Parnell, digital commissioning executive at Channel 4, said: “Social media is being used more and more by people to get the answers to the questions they need, it’s never been more important for us to cut through the disinformation with content that is both factual and highly engaging.”
The partnership was brokered by Experian’s media agency, PHD. Produced by Goat Films, the series is available on Channel 4’s YouTube, Instagram, TikTok and Facebook channels.