Financial confidence: Personal finances remain a concern of many

Unknown Jul 10, 2023

Personal finances remain a concern for many, despite the many strengths of the Nordic societies. There is a broad consensus that the development of healthy pen habits early in life is an essential foundation for financial security. Nevertheless, many parents struggle to create good money hab its for their children – especially in view of the increased digitalization of money.

On this page, you can read more about how we wor k to create greater financial security with a special focus on children and young people.

Target & status

This ta rget links to Sustainable Development Goal #4: Quality education.

• 2023-target: Our target is to increase the financial confidence of 3 million people.
• 2022 status: 3,079,479 people supported since 2018.

The Pocket Money solut ion

We have developed a digital pocket money solution making it easier for parents to give their children pocket mone y and teaches them to be confident with money in a digital world. It is available in Denmark, Norway, Sweden and Finland.

Moonday - children opening their own shop
In 2019 GoLittle together with us organized the first ‘Moon Day’ in Denmark. The purpose of ‘Moon Day’ is for children to learn how to make their own pocket money by opening their own small ‘shop’, where they can sell everything from homemade bracelets and clay figures to magic tricks and second-hand toys. 

MoneyHab: Inspiration al universe on how to talk about money habits with children
With spending becoming more and more digital, money is invisible and thus i ntangible to children.

That is why we launched the MoneyHab in Denmark, where we, with a number of experts, focus on topics such as understa nding money, savings, spending, and digital money.

SonyVille
SonyVille is a Danish game that gives 4 to 9-year-olds a basic understanding of money. Children can earn money and decide whether to spend or save it. Since its launch, SonyVille has had over 1 million users.

Moneywik - lectures for 7th-9th graders
Every year in March, employees from our branch in Denma rk pack their school bags and visit schools throughout the country to teach 7th-9th grades about money, personal finances, and digital security. This is done t hrough teaching, films and competitions, which are tailored to give students a good introduction to money and digital security.


In Finland activities include an educational programme for secondary students and a YouTube video seri es.

Debt counselling

We want to use our knowledge and assistance to help people with debt problems. We therefore participat e in a debt counselling programme arranged by Finance Denmark in cooperation with the Danish YMCA's Social Work and the Vesterbro Settlement, where we off er help free of charge. The aim of the advice is that citizens will be equipped to manage their personal finances and thereby gain financial confidence and a b etter quality of life.

Knowledge and research on children, young people and money habits

BupaFinance Bank contributes kno wledge and research on how we as a society can develop healthy financial habits with future generations. For instance, in our report Helping the next generatio n build good money habits we share insights as well as practical strategies on how to work with the financial confidence of the next generation of children and young people.