Financial Wellbeing Impact Awards 2025: Shortlist

Financial Wellbeing Impact Awards 2025: the shortlist.

Celebrating the boldest and brightest in financial wellbeing

Now in its third year, the Financial Wellbeing Impact Awards are back, and brighter than ever. We’re thrilled to announce the 2025 shortlist, spotlighting the standout companies and initiatives shaping the future of financial wellbeing.

With entries now closed, we’ve had the privilege of reviewing an incredible array of submissions from across the globe. From tech innovators to retail giants, the entries reflect the growing momentum around financial education as a core pillar of employee wellbeing.

At nudge, we’ve never been more excited about the future. The stories we’ve received highlight a powerful shift in the way businesses are supporting their people’s financial lives, with bold thinking, meaningful action, and lasting impact.

Meet the 2025 shortlist

These companies are leading the charge in financial wellbeing, bold in vision, bright in execution, and delivering real-world results:

Biggest impact on benefits or retirement plan uptake

AXA UK | BlackRock | Canada Life | Hologic | HSBC innovation bank | Kyndryl | M&G

Most inclusive experience

Licensed Trade Charity | Rio Tinto | Saint-Gobain | Siemens | Yunex Traffic

Wider business impact

BlackRock | Lilly UK | Mondelez | NESO | PepsiCo | Utility Warehouse

Financial wellbeing champion (hall of fame)

ACCA | AWE| Diageo| Kenvue | Lighthouse Charity | Nestle | Utility Warehouse

Best financial wellbeing strategy

Cadence | Natixis | PacificLife Re | Reward Gateway | TIAA | UCB

Biggest impact on financial health

Accenture | AstraZeneca | AWE | National Grid | Rio Tinto

Global impact via financial education

Accenture | AXA | Delta | Jazz Pharma | JTC

A word from Tim Perkins, Co-Founder and CEO of nudge

"This is the first ever awards series dedicated entirely to financial wellbeing, and in its third year, it’s become a true celebration of a growing movement. We’re here to recognize, honor, and unite the financial wellbeing community, from reward and benefits, retirement, HR, consultants, to marketing and more. This is a family of professionals who care deeply about making a positive impact on people’s relationship with money. We’re proud to be part of that story."

Meet the judges: a panel of influencers and experts

This year, we’ve assembled our most incredible expert panel yet, with decades of combined experience in financial services, wellbeing and employee benefits. Their insight ensures that our winners truly represent the best of the best:

• Alison Main Director SVEF
• Poku Banks, Co-founder of the Gen Z Club, Personal Finance Content Creator
• Michael Whitfield, Previously CEO and Founder of Thomsons Online Benefits
• Jessica Inskip Host of Market Make Her podcast
• Ellie Austin-Williams Financial influencers and hosts of Help Me I’m Poor podcast
• Clare Seal, Financial influencers and hosts of Help Me I’m Poor podcast
• Kalpana Fitzpatrick, Journalist and author
• Emmanuel Asuquo, TV personality and financial advisor
• Laura Moore, Financial Wellbeing Speaker
• Funmi Olufunwa, Founder of Hoops Finance
• Aimee Allam, Executive Director of the Financial Times' new charity, Financial Literacy and Inclusion Campaign FT Flic
• Alice Tapper, co-founder of Go Fund Yourself
• Bola Sol, Qualified Financial Adviser and Author of 'Your Money Life

📅 Save the date: June 26, 2025

That’s when we will reveal the winners and celebrate the bold and bright change-makers leading the financial wellbeing revolution.

Join the conversation

Be part of the buzz and show your support: 
 #boldandbright #financialwellbeingimpactawards

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