A new study by Freedom Finance has revealed the scope of demand for financial services products among British adults. 43% of adults - that is, around 23 million - have applied or considered applying for at least one financial services product in the past year, with the figure jumping to 50% when looking at only the working population. Insurance policies, bank accounts, and personal loans and credit cards topped the list of desired products.

Surprisingly, 25-34-year-olds were most likely to have searched for such services, ahead of other age groups, as they begin to lead more complicated financial lives. Those aged over 55 years were least likely to have