Social media is shaping retirement planning — here’s what you need to know

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Younger people are the most likely to use social media for retirement-planning information. The earlier you start planning for retirement the better – but how can you make sure what you find online is credible? Let’s take a look.

Our survey of over 6,000 people aged 18 to 80 in the UK found that Gen Z (people aged 18-28) were the most likely to use social media for retirement planning. 22% of Gen Z respondents said they’d used social platforms as a source of retirement-planning help or information, compared with 4% of Gen X and just 1% of Baby Boomers.

Social media can be a good starting point

Social media can be a great place to learn about personal finance. It may even be the first place many young people learn about the importance of long-term financial planning. People often share practical tips about budgeting, investing and saving for retirement online, helping to make these topics more accessible by breaking them down into easy-to-follow content.

Social platforms can expose you to a wider range of perspectives. Learning how different people manage their money can spark new ideas and help you reflect on your own financial choices. Becoming familiar with these topics at an early age can make it easier to form good financial habits for the future.

Be wary of misleading information

Despite its benefits, social media can also be a major source of misinformation when it comes to financial education. Anyone can style themselves as an expert online, without having the credentials or experience to support their claims or promote certain products. That means information on social media isn’t always accurate.

Relying solely on social media could result in people making decisions that aren’t appropriate for their circumstances.

Using social media for retirement planning? Here are three tips to protect yourself

There are simple measures you can take to protect yourself when researching online.

1. Check whether your information comes from a credible source
   If you come across financial information on social media, you can check it’s accurate by cross-referencing with other trusted sources. Look for information from official sources like GOV.UK or visit reputable pension provider websites. This can help you confirm whether the advice you’ve found is accurate and relevant.
    
2. Consider your personal circumstances
   Financial information on social media is often generic, so you’ll need to think carefully about how it applies to your own situation. Everything from your employment status to your income level and even your housing arrangements should factor into what kind of financial information is appropriate for you.
   
   Remember, help is available from other sources. For example, MoneyHelper – a government-backed website – offers free, impartial money and pensions guidance. Or, if you haven’t already, you might wish to get tailored advice from a financial adviser. MoneyHelper has more information on how getting advice works.
    
3. Be wary of scams
   Sadly, scammers often exploit gaps in financial knowledge in an attempt to get their hands on your savings. Be wary of people making claims about high-return investment accounts or tax loopholes.

You should always be absolutely sure you trust the source before making major financial decisions – especially if they involve transferring money out of your account.

Learn more about pension scams and how to avoid them

 

Why it’s important to start planning early

The cost of living may continue to rise, and, with people generally living longer, it’s important to start saving as soon as possible for the retirement you want.

Among Gen Z, it’s a common misconception that being auto-enrolled into a workplace pension plan (that’s when an employer sets up a pension plan for you) means you’re automatically on track to have enough money in retirement. But this isn’t necessarily true.

It’s a good idea to think long term and keep an eye on the value of your pension plan. You can check the value of your Standard Life plan online or on our app. Remember, you can find FAQs and ways to get in touch on our support page.

It’s also worthwhile using tools like our pension calculator to see whether you’re on course for the lifestyle you want in retirement. If it doesn’t look like you're on track, you could consider making some changes. Some people might decide to pay a little more into their pension plan, for example. If you’re a Standard Life customer, you can usually do this online or via our app. If your employer set up your plan, ask them how it works for you.

Where you choose to get help with retirement planning is up to you. Any planning is a positive step, especially when it starts early. Just be mindful of where you’re getting your information from, and make sure to fact check before making any major decisions. Stay alert to scams, and if you’re not sure, seek impartial guidance or professional advice
 

 

The information here is based on our understanding in February 2026 and shouldn’t be taken as financial advice.

Your own personal circumstances, including where you live in the UK, will have an impact on the tax you pay. Laws and tax rules may change in the future.

Standard Life accepts no responsibility for information on external websites. These are provided for general information.

A pension plan is an investment. Its value can go down as well as up and could be worth less than was paid in.