Barclays chief executive of private bank and wealth management, Sasha Wiggins, has been appointed as the chair of the UK’s new retail investment campaign.

The campaign, announced by Chancellor, Rachel Reeves, as part of the Leeds Reforms, aims to raise awareness about the importance of investing for financial wellbeing and economic growth.

It is expected to run over several years, seeking to encourage people to become investors if they have the means to do so.

The focus will be on the benefits of investing, and urging individuals to make more informed decisions to support their long-term financial goals.

Wiggins will lead the initiative’s steering group, which is comprised of industry professionals from across the financial services sector, including Investment Association (IA) CEO, Chris Cummings, who will act as deputy chair.

The industry-funded campaign is supported by the Treasury, the Financial Conduct Authority, and Money and Pensions Service, with the IA acting as secretariat.

Commenting on the appointment, Reeves said: “Too often a lack of information and support puts people off investing, and benefiting from growth in our economy.

“Sasha’s expertise will help bring this campaign to life, break down barriers to investing and help savers’ money work harder for them - putting more money in their pockets as part of our Plan for Change.”

Wiggins added: “I am extremely pleased to chair this important initiative which will help more people in the UK understand the benefits of investing.

“For too long, the UK has had the lowest level of retail investing among G7 countries – and significantly lower levels than we saw in the UK two decades ago.

“This campaign will help make investing an everyday reality for more people. By increasing awareness, the campaign will aim to empower individuals to make informed financial decisions that will contribute to their future wellbeing.”

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