In 2011, Iona founded the pioneering Young Money Blog and went on to become the UK's go-to voice on millennial money throughout the 2010s. She is now BBC Morning Live's resident money expert, broadcasting her helpful, down-to-earth advice to millions every week and presenting regular reports on a range of subjects, from money muling to cash stuffing. Iona was most recently named Financial Journalist of the Year by the Institute for Financial Wellbeing for 2025. Her 2022 report on her struggles with dyscalculia has been widely credited with bringing the condition (known as "num bers dyslexia") into the mainstream and led to her becoming an ambassador for National Numeracy.

Iona has appeared extensively on TV and radio throughout her career, with appearances including Question Time, Newsnight and Panorama. Iona presented two in-depth investigations for File on 4 in 2023, has previously presented Radio 4's Moneybox and joined Paul Johnson for the 2020 Radio 4 series, The Austerity Audit.Iona has written prolifically for print and online media, with her work including a weekly column in the i newspaper, a bi-weekly column in the Metro and commissioned articles for Vogue, R29 and VICE.Iona has written two books - her latest, Own It, focuses on how young people can invest their way to a better future.

In 2024, Iona started Focus on Finance, an initiative to help the next generation learn about the financial industry via in-person events featuring inspiring speakers. She was also awarded the Freedom of the City of London in recognition of her contribution to young people's financial literacy.

Iona is also host of podcast, A Little Bit Richer, which with the help of regular guests, helps listeners to make smart money choices and get to grips with finances for the longer term.