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Although banks are launching campaigns to destigmatise discussing money, many are still ashamed to talk about it. In the UK, 50% of people believe that talking about personal finances is taboo, while in the US, 57% of people avoid bringing up the topic with friends. But with financial stress impacting people’s mental and physical wellbeing – younger generations in particular are facing a strained economic reality – people are seeking impartial and digital avenues for financial advice and success.