Chapter 06 · Partnerships
Partnerships can do more than connect people with products. They can also make difficult financial subjects easier to understand and discuss.
Our research shows that shame, anxiety and limited financial knowledge can prevent people from seeking support or taking action. Brand partnerships allow Loqbox to bring money conversations into relevant cultural and public settings, reaching people through organisations they already recognise and trust.
By combining Loqbox’s financial wellbeing expertise with the reach, authority and audience understanding of its partners, these campaigns can challenge misconceptions, encourage greater openness and give people practical ways to move forward.
In 2026, Loqbox worked with Citizens Advice to create the Staircase to Adulting, a public campaign designed to help young adults understand the practical steps involved in building a stronger financial future.
The campaign responded to research commissioned by Loqbox and conducted by Censuswide among 2,001 UK adults aged 18 to 28. Almost two thirds said money worries were affecting their mental health, while 64% wished they had learned more about money before leaving home.1
Almost 2/3
said money worries were affecting their mental health
Conducted by Censuswide among 2,001 UK adults aged 18 to 28¹
64%
wished they had learned more about money before leaving home
Conducted by Censuswide among 2,001 UK adults aged 18 to 28¹
The findings also revealed uncertainty around many of the financial milestones young adults encounter for the first time. Respondents identified making their first rent payment, paying their first household bill and receiving their first payslip among their most stressful financial experiences. Misconceptions about Buy Now, Pay Later, the electoral roll and the effect of parking fines on a credit file also demonstrated how difficult it can be to make informed decisions when the rules are unclear.
To bring these issues to life, Loqbox and Citizens Advice transformed the steps of the Museum of Liverpool into the Staircase to Adulting. Created with artist Alicia Woolley, the installation represented practical actions people can take as they begin managing money independently, from registering to vote to paying household bills on time.
The physical staircase made an often complex and intimidating subject visible: building financial capability does not happen through one dramatic decision, but through a series of smaller, informed steps. National media coverage extended the conversation beyond the installation, with features in multiple top-tier publications including FT Adviser and The Independent, and total campaign coverage reaching 1.2 billion impressions. This helped bring young people’s financial confidence and mental wellbeing into wider public discussion.
The campaign also connected awareness with sources of practical support. Young adults could learn more about building their credit through Loqbox and seek independent information and advice from Citizens Advice.
1 Censuswide, survey of 2,001 UK Gen Z adults, commissioned by Loqbox as part of a campaign supporting Citizens Advice (2026).
Money can also be difficult to discuss within personal relationships. Research commissioned by Loqbox in late 2025 found that, although 98% of respondents believed couples should talk about money, 80% said admitting debt to a new partner was harder than saying “I love you”. Seven in ten said money or debt had affected their personal relationships.2
Loqbox partnered with global singles movement Thursday to bring this private source of anxiety into a social setting through Thursday Talks: Money. The event brought singles and experts together to discuss financial honesty, debt, spending and the role money plays in relationships.
The research suggested that people cared less about a potential partner’s wealth than their willingness to be open. Some 87% said they would rather date someone who was broke but honest than someone wealthy but secretive.2 Ignoring debt, concealing financial problems and lying about money were identified as significant relationship warning signs.
By placing money alongside conversations about relationships, wellbeing and personal boundaries, the partnership helped make financial openness feel relevant rather than clinical. It also reflected a wider theme in our member research: silence and shame can allow financial difficulties to become more serious, while talking openly can be an important first step towards regaining control.
2 Attest survey of 600 UK adults, commissioned by Loqbox as part of a campaign supporting Thursday (2025).
Creating the conditions for better outcomes
Awareness campaigns do not, by themselves, establish a credit history, resolve debt or guarantee better financial outcomes. Their role is to create the conditions in which change becomes more possible: clearer information, fewer misconceptions, less shame and greater confidence to ask for help.
The Citizens Advice and Thursday partnerships reached different audiences in different settings, but addressed the same underlying barrier. People are better equipped to make financial decisions when money is something they can understand and discuss openly.
For Loqbox, brand partnerships therefore form part of a broader approach to financial inclusion. Alongside credit building, saving and financial education, they help bring difficult conversations into the open and connect people with practical next steps.
Chapter 01
Chapter 02
Chapter 03
Chapter 04
Chapter 05
Chapter 06
Loqbox Impact Report 2026
…or talk to us about partnering.
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