West Ham & Intuit Launch Literacy Programme East London 2026

Key Points

• Intuit for Education expands its free financial literacy programme to the UK, aiming to reach 50 million students globally by 2030.
• First UK event held at London Stadium, home of West Ham United, on 21 April 2026, hosting 180 students and teachers from east London schools.
• Collaboration with West Ham United Foundation features interactive sessions like “The Building Blocks of Business” using QuickBooks and “The Marketing Campaign Showdown” with Mailchimp.
• UK statistics highlight need: only 26% of young adults received financial education in school; 58% of 18-34 year-olds interested in starting a business, but only a third got school guidance.
• Guest speakers include Bobby Seagull, West Ham United Foundation Education Ambassador, and Anton Ferdinand, former West Ham defender and Club Ambassador.
• Statements from Dave Zasada (Intuit), Joseph Lyons (West Ham United Foundation CEO), Leigh Thomas (Intuit VP EMEA), Anton Ferdinand, and Bobby Seagull emphasise building confidence and real-world skills.

West Ham United (East London Times) April 24, 2026 –London Stadium, East London, saw West Ham United partner with Intuit for Education on 21 April 2026 to launch the first UK Financial Literacy Forum, hosting 180 students and teachers from local schools. This event marks Intuit for Education’s international expansion to the UK, part of a commitment to help 50 million students worldwide become financially literate, capable, and confident by 2030. The collaboration with the West Ham United Foundation delivered interactive simulations on money management and entrepreneurship.

Why Did Intuit for Education Choose West Ham United for Its UK Launch?

Intuit for Education selected London Stadium, West Ham United’s home ground, to kick off its UK expansion. The forum transformed the venue into a hub for hands-on learning, addressing the financial literacy gap in the UK. Only one in four young adults, or 26%, report receiving any financial education in school, according to programme details.

Interest in business ownership runs high, with 58% of UK young adults aged 18 to 34 either interested in starting a business or already owning one. Yet, only about a third of young adults in England say their secondary school provided guidance on starting a business.

Dave Zasada, global vice president of education and corporate responsibility at Intuit, stated:

“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.”

Joseph Lyons, Chief Executive Officer at West Ham United Foundation, added:

“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.”

What Activities Did Students Participate in at the Financial Literacy Forum?

The Financial Literacy Forum at London Stadium featured high-energy, tech-driven activities to make financial concepts accessible. Students took part in breakout sessions, including

“The Building Blocks of Business” simulation, where they used QuickBooks to run a virtual business. Another session,

“The Marketing Campaign Showdown,”

had participants act as marketers, designing social media campaigns and exploring how tools like Mailchimp help businesses acquire customers.

These activities connected classroom theory to real-world application, focusing on personal finance and entrepreneurship.

The event drew 180 students and teachers from east London schools, selected through the West Ham United Foundation.

Renowned educator, author, media personality, and West Ham United Foundation Education Ambassador Bobby Seagull attended and shared insights. Bobby Seagull said:

“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 joined, drawing from his experiences. 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:

“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.”

How Does This Programme Address UK Financial Education Challenges?

The initiative targets a key societal issue: the financial literacy gap that limits opportunities and widens inequality.

In the UK, demand for personal and business financial education grows amid economic pressures. The programme’s free resources aim to equip students with skills for daily decisions and business ventures.

Intuit for Education’s global goal of 50 million students by 2030 includes this UK rollout. The London Stadium event serves as the starting point, with plans for further expansion through similar forums and school integrations.

West Ham United Foundation’s involvement leverages its community reach in east London, areas like Newham and surrounding boroughs where the club holds strong ties. The foundation regularly supports youth programmes, making this a natural fit.

When and Where Was the First UK Financial Literacy Forum Held?

The inaugural UK event occurred on 21 April 2026 at London Stadium. It ran as a full-day programme, with students engaging in simulations and talks from midday into the afternoon. Coverage from club channels and education outlets confirmed attendance by east London schools, though specific names were not listed in reports.

Who Were the Key Speakers and What Did They Say?

Alongside Zasada, Lyons, and Thomas, the ambassadors provided personal perspectives. Anton Ferdinand’s reflections on his early career underscored the programme’s relevance for young athletes and others entering high-stakes environments. Bobby Seagull highlighted the enthusiasm among participants, noting a shift from his own school days.

These contributions added credibility, blending sports, education, and business expertise.

Background of the Development

Intuit for Education operates as the educational arm of Intuit, known for tools like QuickBooks and Mailchimp. The programme began in the US, offering free curricula and events to build financial skills. Its global expansion targets regions with identified gaps, including the UK where school financial education remains limited despite government pushes for inclusion in curricula.

West Ham United Foundation, established by the club, delivers community programmes in east London, focusing on health, education, and social inclusion since the club’s move to London Stadium in 2016. This partnership aligns with the foundation’s youth initiatives and Intuit’s 2030 target.

Prediction: Impact on East London Students

This development provides east London students, particularly in areas served by West Ham United Foundation like Newham, with direct access to financial tools and simulations. It can equip them with skills to manage personal finances, pursue entrepreneurship, and narrow inequality gaps noted in UK statistics. Ongoing forums and resources may integrate into school programmes, offering sustained support that influences career choices and economic independence for this audience.