A controversial survey suggests many young people say financial ignorance – not deposits or rents – stop them from buying.

Around half of UK adults want to improve their financial literacy in 2026, says Barratt London.

The house builder’s research shows that 31% of adults are planning to save towards a property deposit in 2026, rising sharply to 52% among Generation Z aged 18 to 28. 

The research claims to show that a lack on understanding about how to buy a home is the biggest single barrier to ownership for Gen Z. Nearly 30% of aspiring buyers in this age group says ignorance of the buying process ranks higher than saving for a deposit or qualifying for a mortgage.

A quarter of Gen Z respondents claim to be overwhelmed by the idea of buying a home, while almost half of Gen Z and Millennials admit that not owning a property is holding them back in life.

Craig Carson, regional director at Barratt London, says: “We continually hear from young buyers that they don’t know where to start with getting on the ladder. Many aspiring buyers are missing out on advice that would not only help them get on the ladder earlier than they might expect, but at a more affordable price too.

“Buying a home is the biggest purchase someone is likely to make in their life and yet financial education around homeownership is almost completely absent from the curriculum.

“… It’s encouraging to see so many aspiring buyers being proactive in improving their financial literacy and taking steps towards home ownership next year. By raising awareness through this dedicated campaign, we hope that aspiring buyers will feel confident in finding the information and advice they are looking for.”

The research is one element of Barratt London’s Step on the Ladder campaign, which seeks to educate would-be buyers on the home purchasing process and highlight how home ownership may be more achievable than they imagine.

Iona Bain, a financial journalist and founder of the Young Money Blog – and working with Barratt London to promote financial awareness – comments: “Buying your first home can feel like a huge, mysterious challenge, but breaking it down into clear, practical steps makes it far less overwhelming. I know from personal experience how empowering it is to have your own space, and I want more young people to feel that same sense of independence.

“That starts with demystifying the process – from exploring affordable areas with good transport links, to using tools like the Lifetime ISA and speaking to a mortgage broker early. With the right knowledge, Gen Z and Millennials may find they have a few more options than they think.”