How to support employees through ‘Awful April’

April in the UK is always expensive, but 2025 is shaping up to be particularly challenging. The financial strain that hits households around the new tax year has led to a term that’s gaining traction: 'Awful April.'

For employers, April offers an opportunity, not just to acknowledge this difficult period, but to actively support staff through it. In a time where financial pressures continue to rise and employee wellbeing is under the spotlight, being proactive can make all the difference.

Here’s what you need to know about Awful April, how it affects your people, and what practical steps your organisation can take.

What is 'Awful April'?

‘Awful April’ refers to the financial pressure many people feel as the new tax year begins. It’s the moment when various cost increases kick in, affecting everything from take-home pay to household bills. For those already managing tight budgets, it can feel like a financial storm.

Here’s what’s happening in April:

• Council tax is increasing across many local authorities

• Water bills are going up by £10 on average, or as much as 47% by Southern Water

• Mobile phone and broadband costs are rising, usually in line with inflation

• Energy price cap changes take effect, with typical households paying £111 more per year

• Car tax may rise, and electric vehicles will no longer be tax exempt.

• Income tax thresholds are staying the same, meaning more of our income is taxed at a higher rate.

• £5 is being added to the TV license for a colour TV

Some employees may see a boost to their income thanks to wage increases, benefit uplifts, and the rise in both the National Minimum Wage and National Living Wage. However, these gains are unlikely to fully offset the rising cost of living.

For many, these expenses are a continuation of ongoing struggles after years of rising living costs. For employees already living paycheck to paycheck, supporting dependants, or repaying debt, this April could be a catalyst into a serious financial struggle. 

What’s the workplace impact?

Financial stress will show up in your teams in different ways.

You might notice:

• A drop in productivity

• Increased absenteeism or frequent lateness

• Presenteeism

• A rise in mental health concerns, like anxiety, stress or burnout

• Requests for pay rises

• Pension opt-outs

• Struggles with focus, mood, or interpersonal relationships at work

Money troubles can carry a deep sense of shame and isolation. People often suffer in silence, fearful of judgement or of seeming “bad with money.” For employers, that silence is concerning, not just because of the impact on individual wellbeing, but because of what it means for team morale, performance, and retention.

In fact, lack of financial wellbeing support can drive staff turnover. Employees, particularly in lower-paid roles, may feel they have no choice but to seek a pay rise elsewhere. While money may prompt the move, it’s often the absence of empathy or help that seals the decision. In contrast, when employees feel seen and supported, they’re more likely to stay. 

Awful April financial wellbeing benefits checklist

This isn’t about expensive interventions or overhauling your benefits package overnight. Often, it’s the small, thoughtful actions that go the furthest. A check-in. A reminder. A practical tip. The opportunity to talk.

In today’s workplace, where wellbeing is a strategic priority and not just a perk, these actions demonstrate care, and that care builds trust, loyalty and resilience.

Here are six meaningful actions employers can take right now to support employees through Awful April. Choosing just one or two can make a difference.

1. Communicate proactively

Use internal communications, like newsletters, Slack and team meetings, to remind employees what support is available. Whether it’s access to a hardship fund, discounts platform, or a conversation with a Money First Aider®, knowing support is there makes it easier to ask for help.

Tip: Acknowledge “Awful April” by name. It might feel bold, but it shows empathy, awareness, and a willingness to have honest conversations.

2. Offer access to a Money First Aider

Financial stress is the number one cause of poor mental health in the UK. Trained Money First Aiders offer confidential, non-judgemental conversations with colleagues who are struggling, and crucially, they don’t give advice. Instead, they listen, spot warning signs, and signpost staff to appropriate help.

3. Signpost trusted external help

Even if you don’t have a fully developed financial wellbeing programme, you can still support your people by pointing them to reliable, free resources. Consider sharing links to:

• MoneyHelper – for budgeting tools and debt guidance

• StepChange – for professional debt advice

• Turn2Us – for benefits checks and grant support

• GamCare – if gambling is a concern for any staff

A simple email or intranet post listing these resources shows employees they’re not on their own.

4. Support line managers

Managers are often the first to notice when something’s off. Equip them with the confidence to spot signs of financial stress and the tools to respond appropriately. They don’t need to become financial advisers, but knowing when and how to check in, and where to signpost, can make a real difference.

Consider offering manager training sessions, short guides, or even just conversation prompts to help them open up these important discussions.

5. Leverage the power of Employee Resource Groups

Employee Resource Groups can be a lifeline during “Awful April” by opening up conversations about money, signposting support, and sharing practical tips. They create a safe, peer-led space that helps colleagues feel less alone and more supported through rising costs.

6. Listen to your people

Sometimes, the most powerful thing you can do is ask. Run a quick, anonymous pulse survey or speak with employee networks to understand what financial challenges your staff are facing right now, and what support they would find helpful.

Even if you can’t fix everything, employees will feel more supported simply by being heard.

A culture shift, not just a campaign

Supporting employees through Awful April shouldn’t be a one-off. Yes, the cost hikes hit hard in April, but the financial pressure doesn’t end there. The real opportunity lies in creating a culture where talking about money isn’t taboo, where help is accessible, and where no one has to suffer in silence.

Financial stress is still one of the least addressed, yet most harmful aspects of employee wellbeing. But that’s changing. And organisations that act now, with honesty, empathy, and proactivity, will build more resilient teams in the long run.

So this April, don’t just mark the start of a new tax year. Make it the start of a better way to support your people.

Want to help your team feel more financially secure and less stressed this April?Learn more about our Money First Aid training and how it equips colleagues to confidently support each other through financial challenges, without giving advice or overstepping boundaries.