Working with HSBC UK, British broadcaster Channel 4 is banking on a new branded series called Family Budget Switch Up to teach kids the basics of financial literacy.

Producing the three x 15-minute live-actioner—which premieres on Channel 4’s YouTube channel today before rolling out onto its streamer in April—are GOAT Films, media agency PHD and its content team DRUM.

Singer and radio show host Mollie King and financial expert Peter Komolafe (pictured) are hosting the format, which gives kids the responsibility for managing their family’s finances, learning financial skills like opening a bank account, paying monthly bills and handling unexpected and unbudgeted expenses along the way.

GOAT Films is managing the format rights to Family Budget Switch Up and hopes to sell the concept into other territories around the world.

Parents want their kids to know more about saving, investing and earning money, but this curriculum is not really being taught in elementary or high schools worldwide. In the US, the average adult can only answer roughly 50% of basic questions about this topic. Across the pond, most people living in the UK (73%) fell below a basic benchmark for financial knowledge, according to a survey conducted by investment platform Wealthify in 2024—and the numbers are even worse for respondents under 18.

With its greenlight for Family Budget Switch Up, Channel 4 joins broadcasters including CBC (Canada) and RAI (Italy) in creating financial literacy programming to fill this gap.

In a Young Money report it published in 2025, management consultancy MRM pointed out that 45% of 18- to 30-year-olds get their financial advice from social media, which is not the most reliable source for accurate information. Channel 4 wants to make sure its viewers have access to real facts, said Emma Hopkins, leader of the broadcaster’s Partner Lab, an in-house creative team that was set up in October to work with advertisers on creating branded entertainment.

HSBC UK is backing the series to help “the next generation with the skills and confidence to navigate their financial futures,” said Becky Moffat, the bank’s head of customer. She adds that while HSBC is already running financial education programs for kids, Family Budget Switch Up is a way to teach these lessons in a more engaging way.

This partnership is also an example of a burgeoning trend that’s seeing more consumer brands stepping in to help finance kids programming. Sports leagues, Dave & Buster’s and even Chik-Fil-A have made big content plays recently in their efforts to attract and retain younger consumers. And in January, electric vehicle manufacturer BYD signed a deal with Mediawan to develop new Miraculous content. Product placements are still relatively rare in kids content (not counting toy-based shows), but deals like this are becoming more necessary as the industry struggles to secure production financing from traditional broadcasting and streamer sources.