Australian women's financial self-efficacy in a digital financial world

Purpose Australian women aged 40 and under (AW ≤ 40) face structural and behavioural barriers that constrain long-term financial wellbeing, particularly in relation to superannuation. Guided by social cognitive theory (SCT), this study examines how financial self-efficacy (FSE) and capability develop across the life-course, with particular attention to superannuation decision-making and the influence of personal finance digital platforms (e.g. podcasts and online social media communities). Design/methodology/approach Two sequential qualitative studies were conducted using in-depth interviews with AW ≤ 40 (n = 32). Reflexive thematic analysis was employed to examine lived experiences shaping financial learning, confidence and engagement with complex financial products. Findings FSE among AW ≤ 40 developed unevenly across every day and long-term financial decisions over time. Participants were generally confident in everyday money management but less confident in investing and superannuation, reflecting gendered socialisation and limited exposure to strategic financial behaviours. Life-course transitions shaped engagement, while personal finance podcasts and online communities provided relatable learning that prompted superannuation actions, with effects contingent on perceived credibility and context. Research limitations/implications The study is context-specific and based on a purposive sample, limiting statistical generalisability. Future research could test these mechanisms across populations using comparative or quantitative designs. Originality/value This study advances understanding of how FSE is socially and digitally constructed across the life-course, offering a theoretically grounded account of financial capability development among an underexplored demographic.