Author and Young Money blogger Iona Bain explains the rules of the new Lifetime Isa, which can be used to save for a property, or to invest for the future. Iona Bain writes the Young Money blog, and will shortly release her second book, Own It: How our generation can invest our way to a better future, which is now available for pre-order.

Author and Young Money blogger Iona Bain explains the rules of the new Lifetime Isa, which can be used to save for a property, or to invest for the future.

Iona Bain, author of Own It, tells British Vogue. “Prior to Covid-19, most of us were buying stuff that rarely brought lasting fulfilment, and that we were too stressed and time-poor to appreciate. We were paying a huge convenience premium and relying on expensive crutches (like takeaways) to make our workings lives easier. And we all too easily succumbed to lifestyle creep, becoming more high-maintenance when our income went up, and viewing luxuries more and more as essentials.” Plenty of us also realised “how much we overspend on commuting,” continues Bain, as well as “busy working lifestyles, frantic socialising, and saying ‘yes’ to everything and everyone”.

Andy Nairn has just launched a new book called Go Luck Yourself: 40 ways to stack the odds in your brand’s favour. Here, he picks out 5 lucky lessons from some classic effectiveness case-studies.