By demystifying investing for millions on TikTok and Instagram, Antonia Medlicott has carved out a powerful niche in financial education. She describes how one “Oh Shit! Moment” changed her financial life, and why trust, relatability and simplicity are key to engaging a new generation of investors.
Tom Browne: You started out as a money writer and now you’re running Investing Insiders. What gave you the impetus to go from covering stories to creating your own content?
Antonia Medlicott: I was seeing a lot of the same sort of content on personal finance review sites, but not many were scratching below the surface or backing up reviews with data and analytics.
We want to be a one-stop shop where people can access free financial info throughout their life
With money, trust is a major issue. You’re asking people to put their life savings into something, and they need confidence that what you’re saying is not just opinion.
There’s also so much jargon. People are short on time and don’t have financial backgrounds. They want to know: what’s safest, where will my money grow? I wanted to ignore the commercial element and focus on value.
So, we started analysing ready-made portfolios. Many platforms offer them, but how is a new investor supposed to choose? Even with a risk profile, you’re faced with options.
We spent hours looking at the historical returns of these portfolios. While past performance can’t guarantee future returns, it gives people a starting point.
Trust first, commercial second. No partner can buy their place on our site
Browne: You once said you were like “a hairdresser with bad hair” when it came to your own finances. How did that change?
Medlicott: We work across something we call ‘OSMs’ — Oh Shit! Moments. Everyone has one. ‘Oh shit! I’m a parent,’ ‘Oh shit! I need to buy a house,’ ‘Oh shit! I need to save for retirement.’ Everyone’s moment is different, but we want to be there when it happens.
I’d always avoided debt, but budgeting, saving, investing? I wasn’t doing it properly. I fell into that common situation where there’s one breadwinner (my husband) and no backup plan. He became unwell and couldn’t work. I’d taken time out with the kids, so I had to step up.
If I could go back and speak to my 20-year-old self, I’d say: “You won’t miss £10 a month. Put it away.” Even just £10 a month, invested for 40 years, can grow to £35,000. Time is your greatest asset.
The secret sauce is to be relatable, valuable and engaging
One app that changed my mindset was Plum. It has an AI-powered savings algorithm that analyses your income and outgoings, and saves small amounts without you noticing. One month it might save £4, another £25. It adds up.
Off the Record: Alex Schlee, senior partnerships manager at Flagstone
Browne: The idea that investing is only for the rich is hard to break down, especially for young people. How do you decide what to talk about on TikTok?
Medlicott: The secret sauce is to be relatable, valuable and engaging. TikTok is fickle: one day it gives you a million views, the next 100. But I focus on what my audience wants. I try to reply to as many comments and DMs as I can. That’s where you learn people’s pain points.
I also look at the news. What’s breaking? What’s confusing people? For example, I recently did a video on the £4bn shortfall in capital gains tax receipts. People didn’t understand what it meant for them, so I explained it simply.
I was seeing a lot of the same sort of content on personal finance review sites, but not many were scratching below the surface
Browne: There’s a huge content demand online. You’re on TikTok, Instagram, YouTube — how do you keep ideas fresh and manage the volume?
Medlicott: It’s a challenge. But I use audience comments, breaking news and our press work. TikTok and Instagram audiences are slightly different, so I look for topics that work across both.
Audience engagement is key. One big topic I’ve picked up is mistrust of pensions. People say, ‘I’ll just work till I drop,’ but life doesn’t work like that. I try to show that even small actions can have a big impact.
Let’s face it: we have no formal financial education in schools. People leave at 18, take on £50,000 of student debt and don’t know what it means. We’re really careful with our content. It all goes through compliance and we’re FCA compliant.
Browne: Finally, what are your plans for Investing Insiders?
Even just £10 a month, invested for 40 years, can grow to £35,000. Time is your greatest asset
Medlicott: We want it to be huge: a one-stop shop where people can access free financial info throughout their life. Not just a one-off visit — a resource people return to.
I’ve always admired MoneySavingExpert for the trust it built. That’s what we’re aiming for. Trust first, commercial second. No partner can buy their place on our site.
We want to be the household name for building wealth and retiring better.
Browne: Thanks so much, Antonia!
