Lloyds is scaling up its partnership with the financial education platform MyPocketSkill, following a successful first phase that demonstrated a positive impact on the saving habits of young people.
The continued collaboration will provide thousands more students with access to paid work and financial education through MyPocketSkill’s ‘learning by earning’ approach. The move aligns with Lloyds’ strategic goal of improving the financial capability of Gen Z.
‘Learning by earning’ approach builds positive money habits
Data from the first phase of the partnership showed that the MyPocketSkill platform, which connects young people with paid work opportunities, helped them form positive financial habits.
Lloyds student customers who used MyPocketSkill were 40 per cent more likely to have opened a savings account than those who had not signed up to the platform. Furthermore, after using MyPocketSkill, these same students had three times as much money in their accounts as the average student account holder.
The initial phase, which kicked off in January 2025, involved co-branded events at four major university campuses: UCL and UWL in London, Cardiff University, and Swansea University. Over 2,000 students signed up to the platform to access paid work opportunities such as tutoring, photography, and social media management.
“At a time when students are feeling the financial pressure more than ever, the data from the first phase of our partnership with Lloyds clearly showed that practical experiences with money help develop positive financial habits,” said Matthew Harker, co-founder and co-chief executive officer of MyPocketSkill.
One 18-year-old student who signed up as a social media manager commented on the experience: “These work opportunities have helped me in terms of saving money, in terms of being more money-minded… and it’s definitely going to be a skill that I carry forward in the future.”
Strengthening financial wellbeing for more UK students
Building on this success, the next phase of the partnership will focus on expanding access to the platform for more Lloyds student account holders. This will include a refer-a-friend campaign and exclusive access to paid tasks and opportunities on the MyPocketSkill platform.
The collaboration is part of Lloyds’ ‘Launch Innovation Programme’, a five-month programme designed to provide a structured approach to partnering with fintechs to address strategic business challenges.
Tamara van den Ban, propositions director at Lloyds, said: “Our collaboration with MyPocketSkill aligns with our mission to support students in developing strong financial skills. We’ve seen real engagement and impact and are excited to extend the programme to more students, combining earning opportunities with impactful financial education.”
Zara Ransley, co-chief executive officer and co-founder of MyPocketSkill, added: “Continuing our relationship with a trusted financial services provider like Lloyds, with co-branded promotions across more university campuses, will enable us to reach more of the 13 million Gen Zs who are crying out for both earning opportunities and real-world financial education.”
MyPocketSkill, which has over 200,000 signed-up users, enables 13-25 year olds to ‘Earn, Save, Invest and Learn’ about money, supported by behavioural science.
