Invest for the Future campaign launches to transform attitudes towards investing and encourage financial self-reliance 

 

 

A campaign aiming to transform people’s attitudes and demystify investing has launched – fronted by ‘Savvy the Squirrel’ (are they nuts?!). 

 

Research by Opinium, commissioned by Invest for the Future, found that more than 10 million savers are interested in learning more about investing, but that it is rarely discussed; the initiative is backed by 19 financial services firms ¹ with support from the Treasury, the Financial Conduct Authority (FCA) and the Money and Pensions Service. 

It found that 44% of people had savings but no investments – which means that more than 10 million people could be losing the real value of their money to inflation. 

Earlier research from the FCA found that 7m adults with more than £10,000 in cash savings could be missing out on the benefits of investing, thereby harming their ability to achieve their long-term financial goals. 

Stock market investments typically outperform cash savings over the longer term, but the value of investments can go down as well as up. 

In surveys conducted for DIY Investor Magazine the most common reason people give for not investing is the fear of losing their money; whilst investing inevitably comes with risk we have long campaigned to frame risk in the context of the overall opportunity and present it as ‘probability’ – i.e the probability that any given investment will enable the investor to achieve their goals. 

The retail campaign will roll out in phases, starting with digital and social channels, and be expanded to television from the autumn; Savvy (really?) will introduce “savvy cabs” in Manchester this week, where taxi passengers can chat with content creators and investors about money and investing. 

 

Economic Secretary to the Treasury Lucy Rigby said: “With greater awareness of the benefits of investing, more people will be able to make informed decisions about how to make their savings work harder for them. 

“That will mean greater prosperity and financial resilience for households across the country and strengthened domestic capital markets, too.” 

 

‘There is clear demand from millions of savers who want to do more with their money, but do not always feel confident about where to begin’ 

 

Chris Cummings, chief executive of the Investment Association  

 

Chair of the retail investing campaign, Barclays’ Sasha Wiggins said: “The UK has a strong savings culture but a significant investing gap with too many still feeling investing is not for them.” 

Chris Cummings, chief executive of the Investment Association and deputy chairman of the retail investing campaign, said: “There is clear demand from millions of savers who want to do more with their money, but do not always feel confident about where to begin.” 

Emma Crystal, chief executive of private banking & wealth management at NatWest Group, said: “Thinking about investing alongside saving is increasingly shaping the broader discussion about long‑term financial security. 

“Saving remains an important way to build confidence and resilience, particularly in the earlier stages of financial planning, while investing can play a complementary role as longer‑term goals come into focus.” 

 

We want consumers to navigate their financial lives with confidence and invest for the future 

 

Sarah Pritchard, FCA  

 

Richard Flint, chief executive of Hargreaves Lansdown, said: “Too many people in Britain feel that investing isn’t for them. This campaign is about building confidence and awareness, so more people feel able to take that first step and make their money work harder for them. 

“People won’t change their behaviour overnight but through creating an engaging and simple campaign to answer people’s questions, we hope that a traditionally dry subject will become more accessible and real.” 

Sarah Pritchard, deputy chief executive of the FCA, said: “We want consumers to navigate their financial lives with confidence and invest for the future. 

“This campaign is an important part of that, building the stronger investment culture we need. It sits alongside our targeted support rules which will help millions make informed decisions about their finances.” 

From April 6 some regulated firms were able to offer ‘targeted support’ to help people make better-informed decisions about what to do with their money, based on what they would recommend to those in similar circumstances. 

Targeted support fills the gap between those paying for financial advice, and those receiving general guidance; coupled with improved financial literacy and greater financial engagement, the overall objective is to engage the next generation of investors and allow them to make informed financial decisions. 

The FCA said at least 18 million people could be offered extra help with their investments and pensions over the next decade with the introduction of targeted support. 

 

While investing has become more democratised in recent years, thanks to a wealth of digital-first investment solutions, ease of access has not mitigated its inherent risks

 

James Andrews, Smart Money People

 

Opinium carried out the survey of 4,000 people across the UK in April. 

James Andrews, managing editor at Smart Money People and Be Clever With Your Cash, said: “While investing has become more democratised in recent years, thanks to a wealth of digital-first investment solutions, ease of access has not mitigated its inherent risks. 

“Yes, investing offers the potential for greater growth, but it also carries the risk that you get back less than you put away, especially over the short term. 

“Britons should ensure they assess the full range of Isas available to them and choose what best suits their financial situation. 

“Both stocks and shares Isas and cash Isas have their own benefits, and the right choice depends on individual goals. Cash Isas mean you know exactly what you have saved and are better suited to short-term financial goals. 

“Stocks and shares Isas are more suited to long-term investing, where growth is more likely over time, making them appropriate for retirement planning or building wealth for later life.” 

 

‘We need to take investing out of the members’ clubs and into the school run, into the pub and onto our screens’

 

Holly Mackay, Boring Money

 

The move to transition savers into investors comes with government backing – Rachel Reeves changed ISA subscription rules so that from April 6 2027, whilst the total annual remains at £20,000, adults aged under 65 will be able to put away only up to £12,000 in a Cash ISA, with the remaining £8,000 allowance potentially going into stocks and shares. 

Andrew Prosser, head of investments at InvestEngine, said: “Transparency and education around costs must be central to any efforts to boost people’s confidence in investing.” 

Holly Mackay, chief executive at Boring Money, said: “We need to take investing out of the members’ clubs and into the school run, into the pub and onto our screens.” 

She said that targeted support “has a vital role to play in enabling millions of cash-only savers to take the first step into investing”. 

Caroline Raines, director of corporate affairs at Compare the Market said: “With more financial content being shared online than ever before, it’s vital that we ensure consumers are signposted to accurate, balanced guidance rather than misleading information. 

“Credible voices in the creator space have an important role to play here – helping to translate complex topics into everyday language without downplaying the risks.” 

 

 

In December 2025, DIY Investor launched Saver > Investor Magazine to help those transitioning from saving to investing; follow the link to ensure you never miss an issue.

 

 

Click here to see Issue 1

 

 

¹ The founding member firms, in alphabetical order are:

 

• Alliance Witan
• Aviva
• Barclays
• Fidelity International
• Hargreaves Lansdown
• HSBC UK
• The Investment Association
• J.P. Morgan Personal Investing
• Jupiter Asset Management
• L&G
• Lloyds Banking Group
• London Stock Exchange
• NatWest Group
• Quilter
• Robinhood UK
• Schroders
• St. James’s Place
• Vanguard
• Xtrackers by DWS