12 Aug 2025

Financial responsibility mindsets: how employers can shift the dial

Aegon says financial wellbeing is about being financially responsible for tomorrow – all with your future self in mind.

Financial wellbeing has become a bit of a hot topic. Everyone, it seems, is talking about it.

It feels like the term is everywhere. But like anything that becomes widely used, we’re at risk of losing sight of what it means.

So, let's take a step back and ask: what is financial wellbeing – and why is it important? Because depending on who you ask, you could get very different answers.

For some employers, it could be seen as an engaging webinar to run as a one-off. A tick-box, of sorts, that they don’t quite understand.

It’s probably still a phrase some employees have never heard of.

But if we want to live longer, healthier, more secure lives, we need to get clearer on what it actually means – as well as why it’s important.

So, what is financial wellbeing?

Financial wellbeing is the confidence, clarity, and capacity to manage, spend and earn money in a way that supports how you want to live your life. It’s about spending for joy today, while being financially responsible for tomorrow – all with your future self in mind.

It’s tricky to fully define what financial wellbeing is because it’s personal to you, your colleagues – and their lives. But that’s a good starting point.

As we said in our financial wellbeing flipbook, the balance in your bank account matters – but so does the balance in your head.

Why is financial wellbeing important?

Managing money is not just a maths problem, it’s about psychology.

Financial wellbeing is crucial as it could play a huge role in our overall peace of mind and happiness – including that of your colleagues', too. When we have our finances in order, we generally feel more secure and less stressed about unexpected expenses or retirement planning.

It empowers us to make choices that align with our values and goals – whether that's travelling, starting a family, or investing in personal development.

Plus, managing your money wisely could open doors to opportunities that enrich your life, making financial wellbeing something we all should care about.

We’re generally living longer lives. That’s a gift, but it’s also a challenge as it means the way we live, work and retire is evolving. Our life goals and priorities are changing.

A longer life means more transitions, more complexity, and more decisions. Career changes. Caring responsibilities. Blended families. New phases. New pressures.

Money: Mindshift is Aegon’s new campaign to help people make better financial trade-offs across these longer, more varied lives. Not by handing them a one-size-fits-all answer, but by helping them think more clearly, feel more confident, and act more intentionally.

Because financial wellbeing is how we think, feel and act about money across today, tomorrow and our whole lives. It’s not a buzzword. It’s the ability to use money as a tool – not just to survive, but to shape a life that feels good.