Experian gamifies financial literacy with student ‘Credit Quest’
Financial and professional services are taking a central role at Wales Week London 2026, the annual festival celebrating Welsh culture, history, music, and business. Running from 21 February to 7 March, the two-week programme features nearly 100 events, including performances, talks, and networking opportunities.
Experian has expanded its push into financial education after staging a city-wide challenge across Manchester last week, designed to reflect the real financial pressures facing students.
The initiative brought together students from the University of Manchester, Manchester Metropolitan University and the University of Salford for a one-day interactive ‘Credit Quest’ challenge, culminating in a city-centre finale where participants were entered into a prize draw to have their rent covered until the end of the academic year.
The Experian campaign responds to growing evidence that financial pressures are shaping the student experience. New analysis from Experian shows that overall student debit and credit card spending fell by around 6.5% year-on-year between 2024 and 2025, reflecting tighter budgets rather than reduced financial burden.
John Webb, consumer expert at Experian, said: “University is one of the first moments in life where people are expected to make big financial decisions on their own, often under intense pressure.
“This initiative is about recognising that, giving them real support, led by their peers. By starting in Manchester and working directly with students, we’re building a programme that helps people feel more confident about money, and better prepared for the future.”
Experian’s Spend Insights analysis, based on consented, anonymised and aggregated card transaction data, indicates that students are allocating a greater share of their spending to essential categories such as supermarket shopping.
In Manchester alone, average student rents have risen sharply over the past five years, outpacing increases in student income and maintenance support.
To help students better understand credit and manage financial decisions, Experian’s campaign combined peer-led engagement with practical education.
A newly launched Student Brand Ambassador programme saw trained student representatives host activities on campus and across the city, sharing bite-sized financial tips, directing peers to free Money Modules and credit education tools, and encouraging open conversations about money management.
Experian has a long-standing commitment to improving financial understanding and inclusion, particularly among younger audiences at key life stages.
In the UK, the company has previously supported students and young adults through free access to credit reports and scores, practical guidance on building and managing credit.
Following the Manchester campaign, Experian has set out ambitions to expand the Student Brand Ambassador programme to reach more students across UK, with the first wave of new campuses planned to launch in the autumn of this year.
The longer-term aim is to build a national network that supports students year-round and reinforces financial education as a life skill, not a one-off lesson.