Nineteen leading finance firms have joined forces to launch the UK Retail Investment Campaign, an initiative set to transform support for Britons when it comes to taking the next step into investing.
These firms include platforms, banks, wealth and investment managers and investment trusts.
The campaign is fully funded by the member firms and set to launch in April 2026.
The idea behind the UK Retail Investment Campaign is to raise awareness of the “importance of investing for people’s financial wellbeing and the positive impact it can have on the wider economy”.
Research from the Financial Conduct Authority (FCA) financial lives survey showed 54% of non-advised adults with significant cash savings and no investments (aside from pension investments) said that they had not considered investing
The primary reasons for this included concerns about losing money (34%) and lack of knowledge or access to support to invest (29%).
The campaign will provide “clear information and practical support to help people decide whether investing is right for them”, giving people confidence to invest.
The industry-wide campaign is supported by His Majesty’s Treasury (HMT), the FCA and the Money and Pensions Service (MaPS), with the Investment Association (IA) acting as Secretariat.
The founding member firms 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
Economic Secretary Lucy Rigby KC MP said: “I’m delighted to see industry coming together to raise awareness of the long-term benefits of investing and to make it more accessible.
“By boosting levels of retail investment, we can help people grow their savings over time and, in turn, support the investment our economy needs to thrive.”
UK Retail Investment Campaign chair and chief executive of Barclays Private Bank and Wealth Management, Sasha Wiggins, said: “By bringing together firms from across the financial sector with a shared goal, we aim to make investing more accessible and give people better support when it comes to taking their first steps.
“With retail investment in the UK the lowest in the G7, it is vital to help build a culture of saving and investing – supporting people to make informed choices about how to put their money to work.
“This campaign is about providing clear, accessible information so everyone can feel confident in deciding whether investing is right for them.”
IA chief executive and deputy chair of the campaign Chris Cummings added: “By bringing together a wide range of firms from across the financial sector for a multi-year campaign, along with the support of the government and regulator, we will raise awareness that, while cash savings are important, many more people should be investing to fulfil their long-term financial plans.
“With only just over a third of UK adults agreeing that ‘investing is for someone like me’, many people could be missing out on the benefit that investing could bring.
“Together, we hope to inspire a nation of people who are ready to take the next step and invest in their futures.”
M+C Saatchi, alongside the7stars, will lead the creative media delivery of the campaign.