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Own It!

How our generation can invest our way to a better future

By Iona Bain

Paperback £12.99
eBook £9.99
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Own It!

How our generation can invest our way to a better future

By Iona Bain

Jacket text

Are you young and feeling left behind financially? It doesn’t have to be this way. The UK’s leading millennial money expert, Iona Bain, is on a mission to help young people own their futures, once and for all.

Low wages, high house prices, zero reward for saving and the catastrophic fallout from Covid-19… young people have had a rough ride. But we have a choice. We can sleepwalk into a poorer future – or we can transform our prospects by embracing the power of investing.

Iona is here to demystify savings, pensions and investing for a new generation. Whether it’s robo-advisers or auto-enrolment, green investing or forex on Instagram, Iona will break down what it all means so YOU can take charge of your long-term finances.

In this fun, wise and incredibly helpful book, Iona explains why investing matters. She also shows you how to get your basic finances right, save for your first home and make your pension socially responsible. You’ll find out all about the rewards and risks of online investing, from sexy stockpicking apps to digital wealth managers, and learn how to manage your long-term finances so you can avoid major mistakes and achieve your goals.

Investing often gets a bad rep thanks to the Wolf of Wall Street, social media scams and high-rolling money men. In fact, investing has never been more accessible, more interesting – and more important. It’s the single biggest thing that we can do to change our lives, and society, for the better.

So what are you waiting for? Let’s start owning it!

About the author

Iona Bain is a financial journalist, speaker and author who founded the pioneering Young Money Blog in 2011 and has since become the UK's go-to voice on young personal finance.

Young Money Blog has won plaudits from across the financial industry for its innovative, witty, down-to-earth but clear-eyed approach to finance. The blog was named Money Blog of the Year by Santander Banking Group and Iona was shortly after named Freelancer of the Year in 2018 by IPSE, the leading association for the self-employed. Iona was also was named one of the most influential women in finance by Onalytica in 2019 and shortlisted for the prestigious Georgina Henry Prize at the UK Press Awards in 2020.

Iona is one of the most high profile financial journalists in broadcast media today, frequently speaking and presenting on TV and radio. She has presented special editions for Radio 4's Moneybox programme on topics like financial education and fraud, is a regular pundit on BBC News and recently became Radio 1's Money Hacker, where she advises young listeners on the station's flagship advice programme Life Hacks. She also joined the economist Paul Johnson for a special four-part Radio 4 series ‘The Austerity Audit’ in 2020 and other appearances have included Question Time, Newsnight, ITV Tonight and Woman's Hour.

Iona is renowned as a speaker at major conferences and is represented by JLA. She writes regularly for print and online media, recently becoming a writer for the Financial Times Personal Finance section, and has also fronted major campaigns for clients including Lloyds Banking Group, Post Office and Scottish Investment Trust. She wrote and published her first book, a guide to the millennial money basics called Spare Change, through Hardie Grant in 2016. Iona is the youngest-ever governor of the Pensions Policy Institute and a member of the industry's Next Generation Committee. She is one of the most respected financial writers and broadcasters of her generation, with a rare combination of accessibility and authority, and is often credited with bringing millennial money into the mainstream.

Outside of work she is a classically-trained musician who plays the cello and piano. She is originally from Scotland but now splits her time between London and Kent.


There’s an old saying that “We do not inherit the earth from our ancestors, we borrow it from our children.” Well, I hope all our children read Own It! It’s a great combination of visionary thinking, broad knowledge, and hard-as-knuckles practical advice. If you like me want better future owners, give it to your children.

Alderman & Sheriff Professor Michael Mainelli, Z/Yen Group

Media coverage

From Money Clinic with Claer Barrett:

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.

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From Money Clinic with Claer Barrett:

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… Read more »

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From Vogue:

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… Read more »

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From Radio 4’s Womans Hour:

Iona Bain, author of new book Own It! talks about young women’s finances over the past 12 months and offers her top tips for managing money in the future.

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From Metro:

It may seem cliche to suggest that coffee and lunches are the sole reason for not being to buy a house, but for many a big spending review can increase your deposit and get you closer to ownership. Iona Bain – Founder of Young Money Blog & Agency and author of OWN IT! How our… Read more »

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Published: 16/03/2021
Pages: 312
Formats: paperback - ISBN 9780857198303
ebook - ISBN 9780857198310
Media enquiries

If you’d like to get in touch with the author for interview or comment, or you’d like a review copy of this book, please contact us at or call +44 (0)1730 233870.


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