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Own It!

How our generation can invest our way to a better future

By Iona Bain
Cover of Own It! (Paperback) by Iona Bain Cover of Own It! (Ebook - phone) by Iona Bain Cover of Own It! (Ebook - tablet) by Iona Bain

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About the Author

Iona Bain

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 ... Read more on Iona Bain

Contents Listing

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!

Professional Reviews

Own It is full of insightful observations and sassy advice. Bain has written a lively, user-friendly guide to the often foreboding world of investment and finance. Liam Halligan, Sunday Telegraph

In her new book Own it! Iona Bain is determined to steer fellow millennials towards financial success... Through education, empowerment, and myth-busting, she’s taking on the challenges of a generation and, instead, helping them to thrive. The Evidence-Based Investor

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


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. ...

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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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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. ...

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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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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 ...

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The Evidence-Based Investor

“Don’t get mad, get informed” — Iona Bain’s motto from The Young Money blog is timely to say the least. Millennials like her have had a bad time of it in recent years. The 2008 financial ...

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Unfortunately, the scope of the crisis that Covid-19 will leave in its wake is much wider than those before it. “The last financial crash was a purely economic crisis, but this has been a public ...

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Iona Bain, author of Own It!, offers advice on side hustles, making the most of your extra income, and how to make sure you're not committing tax fraud.

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Iona discusses Lifetime Isas on the latest episode of the Own It! podcast, which she hosts. She is also founder of Young Money Blog and author of Own It!

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Amy's Bookshelf

Own It! by Iona Bain is a finance book targeted at younger generations attempting and remove the smokescreen shrouding pensions, mortgages, savings, and investing and make it less intimidating. Bain ...

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You can hear Iona discussing green money on the Own It! podcast, which she hosts. She is also founder of Young Money Blog and author of Own It!

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In her new book, Own It! How Our Generation Can Invest Our Way to a Better Future, Iona Bain, financial expert and founder of the Young Money Blog, explores the routes young people can take when it ...

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The Evidence-Based Investor

Iona has written a new book called Own It! which is packed with sensible advice about money, saving and investing. We’re going to be publishing two extracts from the book, of which this is the ...

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Financial Times

The answers to these temptations are, reassuringly, timeless. Develop a diversified investment portfolio covering various regions, sectors and investment styles: well-managed investment trusts and ...

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