For many of us, January is seen as the time for fresh starts. We set New Year’s resolutions, join gyms, promise to get organised and think about the year ahead.
But ask many people when life really starts to feel “back to normal”, and they’ll often say September.
The summer holidays are over. Children return to school. Commutes become busier. Diaries begin to fill up again, and routines that paused for a few weeks begin to reappear.
In many ways, September feels like Britain’s second New Year.
It also makes it an excellent time to take stock of your finances.
A Natural Reset
Behavioural psychologists have identified what they call the “fresh start effect”. Research suggests that people are more motivated to adopt new habits following what researchers describe as “temporal landmarks”. These are moments that create the feeling of a new chapter, whether that’s a birthday, the start of a new job, New Year’s Day or the beginning of a new school year.
September provides exactly that.
It offers a natural opportunity to pause, reflect and think about where you are today, and where you’d like to be in the future.
A Good Time for a Financial Health Check
Just as many of us use September to organise wardrobes, calendars or the children’s school bags, it can also be a useful time to organise our finances.
That doesn’t necessarily mean making dramatic changes.
Sometimes it’s simply about asking a few straightforward questions.
- Are you still saving enough towards your long-term goals?
- Have your spending habits changed over the summer?
- Is your emergency fund where you’d like it to be?
- Have you reviewed your pension recently?
- Are your investments still aligned with your objectives?
Small reviews carried out regularly can often be more valuable than major changes every few years.
Life Doesn’t Stand Still
One of the reasons financial planning is an ongoing process is that life rarely stands still.
Children become financially independent. Careers evolve. Retirement moves closer. Parents grow older. Priorities change.
The financial plan that suited you five years ago may no longer reflect your circumstances today.
September can provide a useful reminder to check whether your plans are still supporting the life you’re trying to build.
Looking Ahead, Not Just Looking Back
The final few months of the year often disappear surprisingly quickly.
Before long, Christmas arrives, followed by another New Year and another list of resolutions.
Taking stock in September gives you the opportunity to make considered decisions before life becomes busier again.
Whether that’s increasing pension contributions, reviewing your investments, updating your Will or simply putting a little more aside each month, small actions now can have a meaningful impact over time.
Final Thoughts
Financial planning isn’t something that should only happen when markets move dramatically or tax rules change.
Sometimes, the best time to review your finances is simply when life gives you a natural opportunity to pause and take stock.
September offers exactly that. Before the final few months of the year gather pace, it can be the perfect moment to ask a simple question:
“Am I still on track for the future I want?”
If you’re not sure of the answer, that’s often the best place to start the conversation.
Source: The concept of the Fresh Start Effect was introduced by researchers at the Wharton School, including Katherine Milkman, who found that temporal landmarks such as the start of a new month, birthday or school year can motivate people to pursue goals and adopt positive behaviours. Read more in the paper The Fresh Start Effect: Temporal Landmarks Motivate Aspirational Behaviour published in Management Science: https://pubsonline.informs.org/doi/10.1287/mnsc.2014.1901
Approver Quilter Financial Services Limited. Aug 2026