Young people are embracing AI and digital channels for financial guidance in ever increasing numbers but stark new research has revealed that even modern generations are still placing significant value on trusted, face-to-face support. The exclusive findings for the Express' Save Our High Street Banks Crusade strengthen demands for high street branches to remain open as it finds huge demand across all age groups for personal interaction over money affairs.
Gen Z turns to AI but still wants human advice
Traditionally it has been felt that older people would lose out by the mass closure of branches, with over 6,700 having shut up shop since 2015. But the study, conducted by Newcastle Building Society, has found that as financial matters become more tricky even younger people are placing greater importance on being able to conduct face-to-face meetings with trusted advisors.
Researchers found that more than a quarter (26%) of Gen Z – people aged 14 to 29 – say they have used AI tools such as ChatGPT, Claude, Gemini or Copilot when seeking support with a money question, compared to 15% of UK adults overall. Meanwhile, almost one in five (19%) have turned to social media for financial guidance.
Face-to-face support remains vital
Yet despite this growing use of digital channels, young adults continue to place a high value on personal interaction. Nearly eight in ten (78%) of Gen Z said it was important that they can access face-to-face support about their money, compared with 63% of Gen X – people aged 49 to 61 – consumers and 69% of UK adults overall.
While digital tools are becoming more popular, the findings suggest young adults remain cautious about relying on technology alone. Many use AI as a starting point to understand financial products and savings options, but look for reassurance from trusted advisors before making important decisions.
Branch investment pays off
The findings come at a time when many younger adults are navigating increasingly complex savings choices. Whether considering an ISA, building an emergency fund or saving towards a deposit for their first home, consumers have access to more information than ever before. However, the research suggests many still value the reassurance that comes from discussing important financial decisions with someone they trust.
Newcastle Building Society has bucked the trend of high street branch closures by investing £13m in retaining and opening new branches in recent years. Their business plan is reinforced by recent research from the Building Societies Association, which found younger branch users report particularly strong benefits from face-to-face financial services.
Among younger customers who use branches, 76% say they improve their financial confidence, while 52% say they have gained financial education or digital skills and 33% report receiving support that helped them avoid scams.
With UK Savings Week 2026 this week focusing attention on how people build financial resilience and develop positive savings habits, the research suggests younger consumers are increasingly combining digital tools with trusted human support when making important financial decisions.
Jill Armstrong, Managing Director, Newcastle Building Society, said: “Young adults are growing up in a world where information is available instantly and it’s no surprise that many are turning to AI and digital channels when they have questions about their money. What’s particularly interesting is that, despite embracing these tools, younger people still place a huge value on being able to speak to someone they trust. Access to information has never been easier, but when it comes to important financial decisions, whether that’s opening an ISA, building savings for the future or planning towards a major life goal, many people still want the reassurance of talking things through with somebody who understands their circumstances.
“What we’re seeing is that younger people aren’t choosing between technology and human support – they’re using both. Digital tools can help people research their options, but confidence often comes from a conversation that helps them understand what’s right for them and gives them the reassurance to take action.”
Jill added that UK Savings Week highlights the importance of building financial resilience, and said that in her belief the strongest outcomes come from “giving people choice”. She added: “Digital tools can play an important role in helping people access information and build understanding, but they work best alongside trusted human support. That’s why we’re continuing to invest in our branch network and in the colleagues who help our members build confidence in their financial future.”
Over the past ten years Newcastle Building Society has invested more than £13 million in growing and maintaining its branch network across the North East, North West and North Yorkshire so members can access face-to-face, jargon-free guidance. Through services such as its free Personal Review Service, customers can discuss their savings goals, explore options including ISAs, and receive support in identifying products and solutions that best meet their individual needs and circumstances.
