The Times has launched a major overhaul of its Money section, unveiling a redesigned hub of personal finance news, guides and tools aimed at giving subscribers deeper, clearer and more practical financial insight.
The Times Money Mentor was an excellent resource that relied on affiliate income, in much the same way as Good Money Guide, Nerd Wallet and Forbes Advisor did for revenue. However, changes to user search behaviour on Google and through LLMs like ChatGPT mean that the business model is not really sustainable in the long run.
We’re seeing a big shift of pure SEO driven brand disappearing from Google, whilst established expert guides are moving away from affiliate partnerships and perfoamnce marketing to flat fee and subscriber models.
Announced by Ben Wilkinson, Head of Money at The Times and Sunday Times, the expanded section promises more detailed reporting, more expert analysis, and a suite of interactive resources designed to help readers understand and manage their finances at every stage of life.
To mark the relaunch, The Times has published the first Times Wealth Survey, an in-depth look at what it means to be financially comfortable in Britain today. The project examines income, assets, spending habits and public sentiment around wealth, offering a broad snapshot of how households are coping amid higher living costs and economic uncertainty.
Alongside the survey, readers can access a new interactive wealth calculator, developed by Tom Calver’s data team. The tool allows subscribers to assess how their own finances compare with national averages, including savings, property equity, pensions and day-to-day money habits.
The revamped Money section also introduces Ask Times Money, an open invitation for subscribers to submit personal finance questions covering pensions, tax, property, investing, education costs and more. Answers will be provided by Times journalists and specialist contributors, forming what Wilkinson describes as an “army of experts” ready to help readers navigate complex financial decisions.
The Money team includes Helena Kelly on investigations, Megan Harwood-Baynes on pensions and retirement, Alice Wright on tax, Mary Downer on family finance, George Nixon on banking and insurance, and Jack Simpson on property. Wilkinson said the goal is to deliver reporting that is “cutting, insightful and entertaining but, above all, measured, balanced and reliable”.
Subscriber reaction to the announcement has been lively, with many readers welcoming the renewed investment in financial journalism, while others called for more accuracy, more frequent updates and fewer repetitive stories. Several commenters urged the Times to modernise its reporting around inheritance tax, pensions and regulation—areas historically prone to errors or oversimplification.
Wilkinson said the relaunch is just the beginning, with plans for expanded guides, more tools, and reader-focused events. “Money affects every aspect of life,” he said. “We’re here to make sure your money goes further.”
Richard is the founder of the Good Money Guide (formerly Good Broker Guide), one of the original investment comparison sites established in 2015. With a career spanning two decades as a broker, he brings extensive expertise and knowledge to the financial landscape.
Having worked as a broker at Investors Intelligence and a multi-asset derivatives broker at MF Global (Man Financial), Richard has acquired substantial experience in the industry. His career began as a private client stockbroker at Walker Crips and Phillip Securities (now King and Shaxson), following internships on the NYMEX oil trading floor in New York and London IPE in 2001 and 2000.
Richard’s contributions and expertise have been recognized by respected publications such as The Sunday Times, BusinessInsider, Yahoo Finance, BusinessNews.org.uk, Master Investor, Wealth Briefing, iNews, and The FT, among many others.
Under Richard’s leadership, the Good Money Guide has evolved into a valuable destination for comprehensive information and expert guidance, specialising in trading, investment, and currency exchange. His commitment to delivering high-quality insights has solidified the Good Money Guide’s standing as a well-respected resource for both customers and industry colleagues.
To contact Richard, please see his Invesdaq profile.
