@e | Creator profile on Nutcake

What kind of content does Dr Eliza Filby make?

Dr Eliza Filby offers insightful commentary on the socio-economic realities facing young people in the UK. Through engaging TikToks and Instagram Reels, she tackles pressing issues like student debt, the evolving job market, and the pressures of academic life. Her content thoughtfully questions conventional ideas of success and wealth, making her a compelling voice for brands looking to connect with a discerning Gen Z audience.

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Content categories

Business

Educational

Family

Finance

Interviews/VoxPop

Lifestyle

Motivational

Self-help

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There’s something revealing in this conversation.

On paper, this generation is doing the right things. Reading financial advice. Watching YouTubers they’ve researched and trust. Putting small savings into diversified ETFs

And yet, the feeling that comes through is fragility rather than confidence that this approach is setting up anyone for stability.

“I’m lucky. My parents help.”

“Otherwise I think most of my generation is financially screwed.”

“I invested a bit… and then I stopped. It only went down.”

This is what financial literacy looks like when there’s very little room for error. When you’re educated enough to know the risks, but don’t have the buffer to ride them out.

£80,000.

For one degree.

This clip stayed with me because it captures something I hear again and again when I talk to young graduates in the UK. The debt is enormous, the interest quietly ticking up, and the emotional response is often a strange mix of resignation and denial: “I just hope it disappears.”

For years, we sold higher education as the safest bet you could make. It is meant to be the ultimate hedge against insecurity. But UK student loans are no longer just a graduate tax you vaguely ignore. For many, they are shaping life choices: what work you take, whether you retrain, when you move out, whether you can afford to take risks at all.

And then there’s the part we talk about even less: what happens when the degree doesn’t translate into a graduate job. When people retrain again. Or pivot entirely. Or keep hustling, years after graduation, carrying debt for a career that never quite materialised.

I’ve written before about the scale of student debt in Britain and how casually we’ve normalised it. My last substack goes into more depth on this topic. We often say ‘a degree doesn’t pay’, but are we asking the right questions?

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The reality of caring for elderly relatives often falls on women’s shoulders.

Many women in their fifties and sixties are forced to choose between their careers and caregiving.

We're living longer, but also with more complex health needs yet our care system isn’t equipped to handle it.

So where do we find those carers?

Who is Dr Eliza Filby’s audience?

Dr. Eliza Filby's audience is likely comprised of UK-based individuals interested in socio-economic discourse, particularly concerning youth, education, and the evolving professional landscape. Their intent signals suggest a desire for insightful analysis and discussion on complex societal issues. Engagement quality appears strong, with Instagram ER (1.99%) exceeding the benchmark and TikTok ER (3.01%) meeting the higher benchmark, indicating an active and responsive community. This suggests a valuable audience for brands seeking to connect with a thoughtful and engaged demographic.

Which creators are similar to Dr Eliza Filby?

If you're looking for creators like this creator, target brands aiming to engage Gen Z and young millennials on topics like student debt, the future of work, and evolving societal norms.

Tom Elwes

TikTok @tomelwes · Instagram @tomelwes

This creator makes videos about a variety of topics, often with a comedic or satirical approach. They have created content discussing documentaries and true crime, as well as the World Cup and sponsorship deals. Other videos focus on everyday life in London, including dealing with heatwaves and public transport issues. They also explore themes of self-improvement and dating, sometimes using exaggerated scenarios to make their points. The creator also touches on consumerism and supporting local businesses.

Comedy

Educational

Film & TV

Tim

TikTok @tempahtime · Instagram @_timpaul

This creator makes videos about personal finance and business in the UK. They discuss topics such as investing, saving, mortgages, and taxes. The creator also shares advice on building a business, career development, and financial planning for young adults. They often break down complex financial topics into understandable steps and provide insights into the UK's economic landscape.

Business

Educational

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TJ Atkinson

TikTok @tjatkinson15

This creator focuses on property and wealth building in the UK. They discuss topics such as generational wealth, the impact of single parenting on financial stability, and housing market predictions. The creator also offers advice on property investment, retirement planning, and the financial implications of renting versus buying. Additionally, they explore how family structures and community issues, particularly within the Black and South Asian communities, affect wealth accumulation.

Adventure

Business

Comedy