A viral video posted by social media influencer Prudishfish has stirred debate online, where she highlights how the cost of living in the UK is driving many wealthy individuals to leave the country. In the video, she points out that every year, more affluent people are choosing to settle abroad due to financial strain and quality-of-life concerns.
Towards the end of her video, Prudishfish advises younger viewers-especially those under 40-to consider relocating to improve their future prospects. The video has resonated with many, collecting nearly a million views, along with numerous likes and supportive comments.
Several users on Instagram echoed her sentiments. One blamed both current and past governments for the UK’s deteriorating situation. Another shared their success after moving to Switzerland in 2016. A third commenter, who lived in the UK for 17 years, noted the high cost of basic activities like dining out and train travel, and expressed plans to return to Australia where travel is more affordable.
Prudishfish’s claims are supported by several reports. A study by WealthBriefing.com revealed that in 2024, around 10,800 millionaires left the UK—second only to China. The trend is partly attributed to recent policy changes, such as the removal of the resident non-domicile tax status.
Further projections from the UBS Global Wealth Report 2024 suggest the UK is expected to lose 17% of its millionaires by 2028, the largest decline among 36 countries analyzed, potentially totaling a reduction of more than 500,000 individuals when considering all assets, including real estate.
