Leading European bank, BNP Paribas, has reinforced its commitment to financial wellbeing as a cornerstone of workplace support through a new financial coaching service provided by Octopus Money.

The coaching is being offered to its entire UK workforce of around 8,000 staff covering a broad demographic from investment banking to Real Estate and Personal Finance.

This initiative is a key part of BNP Paribas’ strategy to further enhance its award-winning benefits package, retain and attract talent and support employees and their families’ wellbeing beyond just the conventional employment offer.

Following escalating trade wars, volatile markets, and shifting tax policies, financial stress is weighing heavily on people’s minds – yet only 8% of Brits have access to one-to-one money guidance.(1)

Emmanuelle Bury, UK Country Head at BNP Paribas, said: “True wellbeing isn’t a perk – it’s a necessity, and financial health is a crucial part of that. This partnership with Octopus Money reflects our commitment to supporting our people not just as employees, but as individuals with lives, families, ambitions and futures outside of work. I’m particularly proud of the way this service resonates with women in our business, who too often shoulder the invisible burden of family finances. It’s one more step in creating a culture where everyone has the tools and headspace to thrive.”

Financial stress: an overlooked workplace crisis

Money worries remain one of the biggest drivers of workplace stress in the UK – and financial services professionals are not immune.(2) Despite being expected to navigate complex financial matters in their day jobs, many balance busy lives and workloads, meaning finding the headspace to manage their own finances can be tricky.

“There’s a perception that people in banking have their finances sorted, but that’s not always true,” said Ruth Handcock, CEO of Octopus Money. “From junior analysts to senior directors, many employees feel stuck juggling short-term needs with long-term goals. Our coaching gives them personalised, practical support to feel confident and in control.”

But beyond BNP Paribas, the story highlights a much bigger issue: there is a UK-wide crisis when it comes to Brits’ retirement expectations and long-term financial security – even among financial services professionals.

Studies have shown that most UK adults are not confident that they will have enough money in their pension to secure a comfortable retirement.(3) This matches with data collected from surveyed BNP Paribas employees. 90% said they were either “unsure” or “not on track” for reaching their retirement goals, while 72% cited retirement planning as a key reason for seeking financial coaching. (4)

Women, in particular, were more likely to seek support, and younger employees are actively engaging: 22% of those accessing coaching were under 30, and 36% were aged 30-50.

Following their first coaching session, BNP Paribas employees rated the service 4.62 out of 5 stars, highlighting the immediate impact of personalised financial support.

A strategic response to shifting talent priorities

The move comes as financial institutions face intense competition for talent – not just from rival banks, but from the tech sector too, as digital transformation reshapes the industry. Employees today expect more than just a competitive salary; with 70% more likely to stay with an employer that offers comprehensive benefits support.(5)

Octopus Money’s rapid expansion amongst financial services organisations – it is now available to 200,000 UK employees including from Experian, MoneySuperMarket, Blick Rothenberg, and C. Hoare & Co. – reflects a growing shift towards companies offering money coaching as a workplace benefit.(6)

Katalin Eross, UK Head of Human Resources, BNP Paribas said: “The way we think about employee benefits is evolving. Employees expect more than just a salary – they want support that makes a real difference to their lives and financial coaching helps to do just that. It is a personalised service which helps staff to get on top of their money: better manage financial stress, money anxiety and focus on what really matters.

“We wanted something that was not just pension and investment focused, nor IFA-driven, but that supports everything from getting on the housing ladder, starting and supporting a family, budgeting, to targeted savings goals in a way that also integrates with the full suite of our employee benefits. We’ve already seen how much employees value it, and I think this type of initiative is going to become the norm in the workplace.”

With 72% of BNP Paribas employees citing retirement savings as their top financial priority and 37% focused on homeownership, the financial coaching programme is designed to provide clear, actionable steps to help them achieve their goals.

ENDS

For media enquiries, please contact: caroline.hailstone@octopusmoney.com 

Katalin Eross, UK Head of Human Resources, BNP Paribas is available for interview on request.

Notes to Editors

1. Only 8% of Brits have access to one-to-one money guidance: thelangcat.co.uk/
2. Money worries are among the leading causes of workplace stress: grouprisk.org.uk/2022/
3. UK adults are not confident that they will have enough money in their pension to secure a comfortable retirement:  nucleusfinancial.com/media/ and thetimes.com/business-money/
4. Stats on BNPP employee demographics and attitudes towards money coaching came from a 2025 survey of a sample of 277 BNPP employees signed up to Octopus Money.
5. 70% more likely to stay with a company that offers well-structured benefits: avadolearning.com/
6. Over one third of employees predict that they will increase their spend on financial wellbeing benefits in the wake of increasing workplace money worries:  wealthatwork.co.uk/
7. Financial institutions face intense competition for talent – not just from rival banks, but from the tech sector too: ifamagazine.com/rethinking-talent

About BNP Paribas

Leader in banking and financial services in Europe, BNP Paribas operates in 64 countries and has nearly 178,000 employees, including more than 144,000 in Europe. The Group has key positions in its three main fields of activity: Commercial, Personal Banking & Services for the Group’s commercial & personal banking and several specialised businesses including BNP Paribas Personal Finance and Arval; Investment & Protection Services for savings, investment and protection solutions; and Corporate & Institutional Banking, focused on corporate and institutional clients. Based on its strong diversified and integrated model, the Group helps all its clients (individuals, community associations, entrepreneurs, SMEs, corporates and institutional clients) to realise their projects through solutions spanning financing, investment, savings and protection insurance.

In Europe, BNP Paribas has four domestic markets: Belgium, France, Italy and Luxembourg. The Group is rolling out its integrated commercial & personal banking model across several Mediterranean countries, Türkiye, and Eastern Europe. As a key player in international banking, the Group has leading platforms and business lines in Europe, a strong presence in the Americas as well as a solid and fast-growing business in Asia-Pacific. BNP Paribas has implemented a Corporate Social Responsibility approach in all its activities, enabling it to contribute to the construction of a sustainable future, while ensuring the Group’s performance and stability.

About Octopus Money

At Octopus Money, we’re building the future of financial advice – helping more people get the support they need to plan for the life they want.

We’re a new kind of advice business – combining the best of humanity, smart technology and investment expertise. We work with some of the UK’s leading employers to give over 200,000 employees access to 1-to-1, personalised help through the workplace.

We also partner with financial service brands to license our award-winning methodology, training and technology. Our platform enables them to offer holistic, regulated financial planning to more customers, at a lower cost than ever before.

Part of the Octopus Group and a certified B Corp, Octopus Money is committed to doing the right thing for customers, advisers and the future we all share.