UK investment education campaign prepares for spring launch

A group of 19 major financial firms has joined forces to launch an advertising campaign and education initiative aimed at improving financial education for British adults and tackling what they call the nation’s chronic underinvestment in stocks and funds.

Retail investment in the UK is the lowest of all the G7 countries, according to research published earlier this year, with British adults preferring to hold wealth in property and cash.

The campaign will address knowledge gaps with information and practical support, while also promoting risk-appropriate investing as a route to improving personal and national financial wellbeing.

Backed by HM Treasury, the Financial Conduct Authority, and the Money and Pensions Service, the multi-year campaign will be launched in April 2026.

It follows sweeping changes in the Budget, where Chancellor Rachel Reeves slashed the cash ISA allowance and introduced tax breaks for share ownership, moves intended to nudge savers out of cash and into capital markets.

The initiative, coordinated by the Investment Association and fully funded by the founding members that include the London Stock Exchange, Hargreaves Lansdown, Lloyds Banking Group, Barclays and Aviva, aims to demystify investing and provide clear, accessible guidance for first-time investors.

Reeves said: “Britain is a world-leading financial centre, and the FTSE has grown to near record highs this year, but we want more people to benefit from this success. By getting Britain investing again, we can put more money in people’s pockets and drive economic growth.”

Sasha Wiggins, campaign chair and CEO of Barclays Private Bank and Wealth, said: “With retail investment in the UK the lowest in the G7, it’s vital to build a culture of investing.”

According to research by Aberdeen, UK adults hold an average of 50% of their wealth in property and 15% in cash, compared to the US where almost four times the amount (33%) is held in equities and mutual funds outside of pensions, and just 26% in property.

This leads to the assumption that UK households on average have a greater risk aversion.

“Our tendency towards cash and our aversion to risk when it comes to investing could be holding people back from achieving their financial goals,” said JPMorgan’s head of financial advice and guidance, Claire Exley. 

“While removing barriers to investing is key, we – as an industry, alongside the regulator and the government – can be doing more to demonstrate the benefits of investing.”

M&C Saatchi PLC (AIM:SAA) will lead the creative media delivery of the campaign, alongside selected M+C Saatchi, alongside media agency the7stars.

The full list of companies funding the initiative is: Alliance Witan, Aviva, Barclays, Fidelity International, Hargreaves Lansdown, HSBC, The Investment Association, JP Morgan Personal Investing, Jupiter Asset Management, L&G, Lloyds, London Stock Exchange, NatWest, Quilter, Robinhood UK, Schroders, St. James’s Place, Vanguard and Xtrackers.