Over the last decade or so, the desire of corporate investors to back the next winning digital horse has fuelled the acquire-first, monetise later phenomenon — customers have a value long before they hand over any money.

In the business model of long-standing Financial Service industry, the opposite is true. Customers without the power to spend significantly are uneconomic and of no interest.

The impact of this is that good financial advice is not available or affordable when people most need it — when they haven’t got two pennies to rub together.

Financial management is on the national curriculum but schools rarely have the funds or know-how to teach it. Advice from parents varies wildly in it’s existence and quality.

The Financial Conduct Authority (FCA) are consulting on addressing this problem, but that will take time and while the rise of the FInTech robo-advisors will help, they are primarily focused, like the industry before them, on the wealth management end of the spectrum.

The traditional world of Personal Finance focuses, by default, on finance, and lacks any intrinsic empathy or ability to adapt to personal situations or the particular pressures of each generation.

So, as it stands today, if we can’t afford advice or have convinced ourselves we don’t need it, we are on are own. The only real defence we have from the challenges and temptations that we face, is ourselves.

We must define what is important and draw upon it as we seek the knowledge and behaviour changes that will deliver confidence and a feeling of being in control of our finances.

If we get to a place where we need financial advise, it must be on our terms, not because not because a Financial Advisor believes we now qualify as target market.