The UK-wide campaign, launched today and backed by 20 major financial services firms, hopes to make investing “more accessible, relevant and approachable.”
It aims to help the millions of adults who have savings but no investments.
Sasha Wiggins, chairman of the UK Retail Investment Campaign and chief executive of Barclays Private Bank and Wealth Management, said: “The UK has a strong savings culture, but there is a significant investing gap, with too many still feeling as though investing is not for them.”
In Cardiff, 39 per cent of savers without investments said they want to learn more about investing, but 78 per cent said it feels like a big step.
Chris Cummings, chief executive of the Investment Association and deputy chair 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.”
At the centre of the campaign is “Savvy the Squirrel,” a character inspired by the idea of “squirrelling money away,” who encourages people to take the next step from saving to investing.