New Vitality Data Shows Younger Generations are Turning to Social Media for Mortgage Advice
31 March 2026
Younger Generation Turns to Social Media
New research from Vitality reveals that younger homebuyers are increasingly turning to social media when navigating the homebuying journey, including for mortgage and financial guidance. While this shift reflects more broadly how under‑35s often consume information, it could be a cause for concern given the unregulated nature of a lot of the financial content that is available on social channels.
In the study, under‑35s respondents cited social media as an influence across numerous aspects of their home-buying journey, from gaining inspiration from content around family and lifestyle (29%), looking for advice on local area guides and neighbourhood highlights (21%), to using social platforms for guidance on sustainable living and eco‑home ideas (19%). However, most significantly, the research found that nearly four in ten homebuyers under 35 (38%) say they would turn to social media content for advice on finance and mortgages. This compares with just 22% of those aged 55+.
Only 14% of under‑35s said they would not turn to social media for inspiration in any way as part of their homebuying journey, compared with 36% of 35 to 54‑year‑olds and 58% of over‑55s. While social media is a familiar source of inspiration, its growing role in financial decision‑making highlights the need for clearer, earlier access to trusted and regulated advice. Those advising on, or selling insurance, also need to be increasingly aware of the complexities this may add when advising younger homebuyers.
Despite this reliance on non-traditional avenues of information for mortgage and financial advice, the research suggests that, far from being disengaged, younger buyers are taking ownership of their financial decisions. Nearly three in ten 18–34-year-olds (28%) purchased their home alone, and 70% stated that they reviewed their protection during their most recent remortgage, 10% higher than the net average.
Despite high engagement with protection, the research reveals confusion around Serious and Critical Illness Cover protection products amongst younger mortgage holders. For example, many under 35 policyholders stated they would use a payout as income replacement while they are unable to work, or to fund medical treatment – arguably better covered by IP or PMI policies – with only half (52%) saying they would use a critical or serious illness payout to reduce their mortgage.
The research also points to missed opportunities during the homebuying journey. One in five under‑35s said protection was either not discussed until after their property purchase or not discussed at all. Crucially, six in ten (60%) of those who did not have a protection conversation said they would have considered taking cover had it been raised earlier in their application, highlighting further opportunities for where protection conversations could occur.
Taken together, the findings point to a communication gap rather than a lack of interest. Younger buyers are actively looking for guidance, but often outside traditional advice channels, and while they clearly want to be protected, gaps in understanding of insurance products remain. For advisers and insurers, this presents a strong opportunity to engage earlier, simplify the conversation, and position protection as part of safeguarding the life people are building, not just the mortgage.
Andy Philo, Director of Strategic Partnerships at Vitality, said: “Younger buyers are entering the housing market with a strong awareness and desire to make informed financial decisions. What this research highlights is not a lack of engagement with life insurance products, but a gap in the type and timing of support and advice. Social media feels accessible and relatable, but it can also leave people without the clarity and accuracy that regulated advice provides.
“For advisers and insurers, there is a real opportunity to connect earlier in the journey and help younger buyers understand how protection fits into their wider financial picture. At Vitality, our focus on protecting and enhancing the life people have built, not just their mortgage, encourages ongoing engagement with their cover, meaning members get value throughout the lifetime of their policy, turning it into something meaningful and relevant to their everyday wellbeing and lives.
“As an industry, we have a unique opportunity to come up with ways to engage with and resonate with younger audiences to ensure they feel confident, informed and engaged with their products.”
Notes to Editors
*Consumer research carried out with Opinium on behalf of Vitality with 2,000 participants (homeowners with a mortgage) between 17 October – 26 October 2025