Invitation for Expressions of Interest for Financial Literacy Ambassador

The EU Financial Literacy Strategy, published by the European Commission in September 2025, aims to empower EU citizens with the tools, knowledge and confidence they need to take charge of their financial future.

A key part of the EU’s Strategy is an EU-wide financial literacy campaign that complements and amplifies national efforts to raise citizens' financial awareness. This includes a network of financial literacy ambassadors across EU Member States. The European Commission has advised Member States to appoint between one and three financial literacy ambassadors.

These ambassadors will play a pivotal role in enhancing and promoting financial literacy at both national and EU level, engaging with the public and media, and helping citizens access reliable financial education resources and initiatives.

A number of EU Member States have already appointed financial literacy ambassadors with some countries appointing one and others appointing up to the maximum of three.

Once appointed, the Irish financial literacy ambassador(s) will undertake this role in Ireland and also support the implementation of the National Financial Literacy Strategy.

The National Financial Literacy Strategy, launched in 2025, aims to work with Ireland’s active financial literacy landscape to support greater overall financial wellbeing and resilience.

Once appointed, the financial literacy ambassador(s) will work to communicate key messages around financial literacy and help empower Irish citizens to take control of their finances. They will be supported in their role by the Department of Finance.

They will act as a spokesperson (spokespeople) on financial literacy for Ireland. They will also promote the EU Financial Literacy Strategy and take part in the network of national financial literacy ambassadors.

As set out by the European Commission, ambassadors should ideally be:

• influential, trusted and relatable public figures, capable of engaging diverse audiences;
• dynamic communicators with access to major media channels, both online and offline;
• individuals of recognised integrity, able to promote financial literacy in an impartial and inclusive manner; and
• comfortable addressing both everyday money management and the longer-term benefits of saving and investing.

Ideally ambassadors would also be:

• enthusiastic about financial literacy and supporting the wider financial wellbeing of Irish citizens;
• committed to investing time in the role (with the exact time commitment to be discussed and agreed following appointment); and
• able to travel to Brussels, when needed, to engage with the EU Network of financial literacy ambassadors.

The appointment of financial literacy ambassadors will be to the end of 2027 unless otherwise determined by the Minister for Finance.

The exact work programme of the ambassador(s) will be discussed and agreed following their appointment.

It is intended they would support various financial literacy events and projects throughout the year.

The ambassador(s) would also amplify key messages from the National Financial Literacy Strategy and EU Financial Literacy Strategy through the media.

There is no remuneration associated with the role of financial literacy ambassador, as set out by the European Commission.

However, expenses for travel and other necessary role-related costs may be provided.

You can express an interest in being considered for the role of financial literacy ambassador for Ireland by submitting an Expression of Interest which should include:

• an up-to-date curriculum vitae (CV) detailing your background and relevant experience (maximum of two A4 pages); and
• a personal statement detailing your motivation for applying and your vision for the role (maximum of 500 words).

Expressions of Interest should be sent by email to financialliteracy@finance.gov.ie
The deadline for Expressions of Interest to be submitted is by 5pm 30 April 2026.
An acknowledgement of each Expression of Intertest will be sent within one week of receipt. Failure to receive an acknowledgement may mean your Expression of Interest will not be considered.

One or more financial literacy ambassadors will be appointed.

These appointments will be solely at the discretion of the Minister for Finance.

This may include individuals who have expressed an interest via this process and/or other individuals the Minister for Finance considers appropriate for the role.

As part of this competition process, applicants will be required to submit personal data in their CV. The processing of personal data necessary for the purpose of this process is lawful as provided for under Article 6(1) (e) of the General Data Protection Regulation and Section 71 (2) (a) of the Data Protection Act 2018.

Tánaiste invites expressions of interest for Financial Literacy Ambassadors for Ireland