Key Points
- Intuit for Education launched its UK expansion with a Financial Literacy Forum at West Ham United’s London Stadium on 21 April 2026, in partnership with the West Ham United Foundation.
- The event hosted 180 students and teachers from six east London schools for interactive sessions on financial literacy and entrepreneurship.
- Activities included “The Building Blocks of Business” using QuickBooks simulations and “The Marketing Campaign Showdown” with Mailchimp for social media campaigns.
- Speakers included Dave Zasada of Intuit, Joseph Lyons of West Ham United Foundation, Anton Ferdinand, and Bobby Seagull.
- The programme addresses a UK financial literacy gap, with only 26% of young adults receiving school financial education, amid high interest in business ownership.
- Intuit aims to reach 50 million students globally by 2030.
West Ham United’s (East London Times) April 25, 2026 –London Stadium, the home of West Ham United, served as the venue for the inaugural UK Financial Literacy Forum organised by Intuit for Education in collaboration with the West Ham United Foundation. The event on 21 April 2026 brought together 180 students and teachers from six east London schools for a day of hands-on learning focused on money management and entrepreneurship skills. This launch marks Intuit for Education’s expansion into the UK as part of a global commitment to help 50 million students become financially literate, capable, and confident by 2030.
What Was the Financial Literacy Forum at London Stadium?
The forum transformed the stadium into an interactive learning space, moving away from traditional classroom methods. Students participated in breakout sessions such as “The Building Blocks of Business,” where they used QuickBooks to simulate running a business and make financial decisions. Another session, “The Marketing Campaign Showdown,” had pupils designing social media campaigns to learn how tools like Mailchimp help businesses attract customers.
As reported by Andy Devaney of Sustain Health Magazine, the activities aimed to make financial concepts tangible through problem-solving and real-world simulations. Dave Zasada, global vice president of education and corporate responsibility at Intuit, said:
“Financial literacy is a critical life skill and is the key to unlocking opportunities and making decisions that secure a better future. We are helping students build real-world money skills early on and giving them the confidence to do everything from navigate daily financial decisions, to building a business of their own.”
The event’s setting at the iconic London Stadium added a sense of occasion, linking education to a familiar community landmark. Joseph Lyons, CEO of the West Ham United Foundation, said:
“At West Ham United Foundation, we are committed to creating opportunities for young people across our communities. Collaborating with Intuit for Education on this event helps us to give students a unique experience while offering access to practical financial skills that will support them both in school and beyond. Days like this help build confidence, broaden horizons and prepare young people with vital skills for the future.”
Who Joined the Event and What Did They Say?
Renowned educator, author, media personality, and West Ham United Foundation Education Ambassador Bobby Seagull attended and spoke to students about financial education. Bobby Seagull shared:
“Speaking to the young people today, I heard how much they were thinking about their future and building those skills to have that financial literacy mindset. When I was younger, we didn’t get these opportunities. But pupils today got the chance to speak to experts, to learn from a financial literacy programme and be enthused about personal finance, which is fantastic. I feel optimistic about what is available to young people through Intuit for Education’s brand-new programme.”
Former West Ham United defender and club ambassador Anton Ferdinand also participated, drawing from his personal experience. Anton Ferdinand praised the programme and said:
“I wish this was available when I was younger and when I signed my first professional football contract at 17 years old. I didn’t have that financial literacy growing up, I was left to my own devices and at times it was difficult manage at a young age. I felt privileged to be part of this forum, as it gave me an opportunity to share with young people what I now know about financial management and share any lessons I have gone through.”
Leigh Thomas, Vice President, EMEA at Intuit, commented on the expansion:
“Expanding Intuit for Education into the UK is an important milestone for us. With the support of West Ham United, we can reach students in a meaningful way, combining education with real world application to help them build skills that will be invaluable throughout their lives and help them thrive.”
Why Does the UK Need This Financial Literacy Programme?
The initiative targets a documented gap in financial education across the UK. Only 26 per cent of young adults report having received any financial education in school.
Meanwhile, 58 per cent of UK adults aged 18 to 34 are either interested in starting a business or already own one, but only about a third of young adults in England say their secondary school provided guidance on how to start a business.
As covered by the London Post, the programme addresses how this gap limits opportunities and widens inequality. Sustain Health Magazine highlighted the event as a response to these statistics, noting the contradiction between high entrepreneurial ambition and low instructional support.
Intuit for Education’s forums aim to bridge this by providing free, tech-driven activities that make learning engaging.
The partnership leverages the West Ham United Foundation’s community focus in east London areas such as Newham, where the club is based. Reports from Charity Today and East London Times confirm the event drew participants from local schools, emphasising its regional relevance.
How Does Intuit for Education Operate Globally and in the UK?
Intuit for Education offers free resources, including its Financial Literacy Forum series, which has now reached the UK.
The forums connect students with interactive tools to grasp personal finance and entrepreneurial concepts. Prior to the UK launch, the programme operated internationally, with this event serving as the kick-off for broader rollout.
QuickBooks UK press materials describe the sessions as high-energy experiences that replace passive learning with practical application. The global goal of 50 million students by 2030 underscores the scale, with the London Stadium event as a flagship for UK engagement.
Background of the Development
Intuit for Education stems from Intuit’s corporate responsibility efforts, building on tools like QuickBooks and Mailchimp to create educational content.
The West Ham United Foundation, established to support community programmes in east London, has run education initiatives at London Stadium since the venue’s opening in 2012.
This partnership aligns with ongoing foundation work in youth development, including sports and education tie-ins. The forum draws from successful US models, adapted for UK needs amid rising calls for mandatory financial education in schools.
Prediction: Impact on East London Students
This development provides east London students, particularly from areas like Newham and surrounding boroughs, with early exposure to financial tools that support daily decision-making and business starts. It can equip them to handle personal finances better, reducing vulnerability to debt or poor choices, as seen in low school coverage stats.
For aspiring entrepreneurs in high-interest demographics, the simulations offer practical guidance lacking in many secondary schools, potentially increasing local business formation and economic participation. Community ties through West Ham United may encourage repeat engagement, fostering long-term skill retention among young attendees.
