New campaign launched to transform UK’s investing culture

A new nationwide investment campaign backed by 20 financial services firms with support from the Treasury and the Financial Conduct Authority (FCA) has launched to transform how the UK thinks about investing.

The Invest for the Future campaign marks the first co-ordinated industrywide effort to drive a change in how investing is understood, discussed and adopted.

Research by the FCA has shown that despite the UK’s strong savings culture, around seven million adults hold over £10,000 in cash savings and could be missing out on the benefits of investing.

Excess savings may not keep pace with inflation and could dent people’s ability to achieve their long-term financial goals over time, such as achieving a more comfortable retirement or moving up or onto the housing ladder.

Looking back over the last 20 years, research from Barclays has shown that after taking account of interest earned, inflation and investment fees cash would have reduced in value by 40.5 per cent, while an illustrative diversified investment portfolio of UK assets would have gone up 21.6 per cent. In real terms, that means £1,000 in cash savings would now be worth £595 compared to £1,216 invested.

The new campaign aims to help shift long-standing perceptions and support more people in seeing investing as something for them. By breaking financial goals down into achievable steps, the campaign will aim to positions investing as a progression rather than a leap – helping people build confidence over time.

“The UK has a strong savings culture but a significant investing gap with too many still feeling investing is not for them,” chair of the Retail Investing Campaign and CEO, private bank and wealth management at Barclays, Sasha Wiggins, commented.

“This landmark campaign is about breaking down those barriers by giving people that can invest the confidence, knowledge and real-life examples to take the next step so they can meet their long-term goals.”

Chief executive of the Investment Association and deputy chair of the Retail Investing Campaign, Chris Cummings, added: “Sitting alongside a range of reforms and initiatives, this is a significant opportunity to shift the UK towards a more confident, long-term investing culture.

“By improving understanding and encouraging more open conversations, we want more people to feel that investing is relevant to them and to take the next step when it is right for their circumstances.”

The campaign will roll out in phases, starting with digital and social channels, supported by outdoor media and a dedicated microsite with practical information, and from Autumn 2026, it will expand into TV.

Deputy chief executive of the FCA, Sarah Pritchard, added: “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.”

The founding member firms backing the campaign are:

• Alliance Witan
• Aviva
• Barclays
• Fidelity International
• Hargreaves Lansdown
• HSBC UK
• The Investment Association
• Janus Henderson Investment Trusts
• 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

---