One in five have between £5,000 and £10,000 of "secret debt"

• Almost half are keeping debt from someone close to them
• One in five (19%) do not consider ‘money owed to family’ to be debt
• Of those keeping debt a secret, 55% say they are behind on repayments
• Two in five (40%) of those with unsecured debt have not sought any help

New research from Aviva reveals that many people still feel unable to talk about their debt, and a large number are struggling to keep up with the repayments.

According to Aviva’s research findings, unsecured debt is particularly widespread among those in the 35 to 44 age group (67%)^[1] and credit cards remain the most common form of debt (aside from a mortgage). The FCA’s^[4] latest Financial Lives survey found that 84% of UK adults hold at least one credit or loan product.

Aviva’s research also highlights that some people do not always recognise certain borrowing as debt^[2]. Nearly one in five (19%)^[2] do not consider money owed to family to be a debt. That matters, because what goes unnamed often goes unmanaged, and it can delay people getting support.

Secret Debt

Most striking is the extent to which debt is being hidden. Almost half (46%)^[3] of those with debt say they are keeping it from someone close to them, rising to 64% of the 18 to 24 age bracket.

Most keep debt a secret from a parent (32%), followed by friends (29%) and then a partner or spouse (27%). Two in five (41%) are keeping more than £2,500 of debt a secret, and one in five (20%) have between £5,000 and £10,000 outstanding that they haven’t told anyone about.

On average, people who are hiding debt have kept it quiet for almost 18 months, but 15% have been keeping it under wraps for three or more years.

Debt brings real emotional turmoil - one in five say debt has made them feel stressed (19%), while 14% say they feel embarrassed or overwhelmed, and more than one in ten (12%) feel ashamed. Those feelings could help to explain why two in five (40%) have not sought any help.

Alistair McQueen, Head of Savings and Retirement at Aviva, said: “Debt is a reality for many, and our research also shows a reluctance to talk about it. The cost of debt can quickly build up, which is why acting early really matters. There are some steps that you can take, such as writing down what you owe, making a realistic plan, and the earlier you talk to someone you trust and get practical support the more options you tend to have.

“Aviva has been partnered with Citizens Advice and the Money Advice Trust, two of the UK’s leading financial support and debt advice charities, since 2022 and has committed over £15m to date. The money and support we’ve provided is to increase the capacity and efficiency of frontline support services so more individuals and businesses dealing with financial pressures can get the right support. These relationships go beyond funding: we’re also sharing our people’s expertise through volunteering, helping the charities improve efficiency, and collaborating on projects that tackle the root causes of financial hardship so that less people reach crisis.”

Worryingly, of those currently keeping debt a secret, 55% say they are behind on repayments. On average, people with debts pay back £271 a month but with the average secret debt amounting to almost £4,000 it could take around 14 months to repay, assuming no other circumstances change. However, 11% of people with debts say they are not paying anything towards it each month.

Of those who previously had debt, a third (34%) say they paid money in directly from their salary to clear it and one in five (20%) have cut lifestyle and entertainment spending to repay what’s outstanding. However, 18% say they reduced essential spending such as heating, food or transport.

Top tips for tackling debt:

• Start with the facts: list each debt, the balance, interest rate, and minimum payment.
• Protect essentials first: housing, bills, food and travel come before unsecured repayments.
• Pay something if you can: even small regular payments can prevent fees and keep options open.
• Speak to lenders early: if you’re behind or worried you will be, ask about support options.
• Get free, confidential help: services like National Debtline, StepChange, Citizens Advice Bureau and MoneyHelper can help you build a workable plan. Aviva works in partnership with Citizens Advice and the Money Advice Trust to help customers experiencing financial difficulty access practical, impartial debt support.

Everyone finds their own pace when it comes to feeling more in control of their money and when things begin to feel a little steadier, even small steps towards healthier financial habits can make a meaningful difference. When the time feels right, Aviva’s Savings Guide offers simple, reassuring information to help people feel more confident about the future.

Ends

Sources

_{¹ ‘Yes, currently’ and ‘No, not currently but I have had in the past’ answers combined [↑]}

_{² *Respondents who have currently or previously had the below unsecured debt [↑]}

_{³ ‘Yes, I am currently keeping a debt secret’ and ‘Yes, I have in the past but not now’ answers combined [↑]}

_{⁴ The evolution of consumer credit: What the next decade holds | FCA [↑]}

Methodology:

The research was conducted by Censuswide, among a sample of 2,000 national representative consumers. The data was collected between 11.03.2026 - 16.03.2026. Censuswide is a member of the Market Research Society (MRS) and the British Polling Council (BPC), and a signatory of the Global Data Quality Pledge. We adhere to the MRS Code of Conduct and ESOMAR principles.

Media Enquiries: