Major Finance Firms Unite to Launch UK Retail Investment Campaign

Nineteen leading firms - including platforms, banks, wealth and investment managers, and 
investment trusts - have joined forces to launch the UK Retail Investment Campaign, a 
landmark initiative set to transform support for Britons when it comes to taking the next step 
into investing. 

The campaign, fully funded by the member firms and set to launch in April 2026, marks a 
moment of unity across the financial services sector, with firms working together 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 FCA’s Financial Lives survey highlighted common barriers to investing. Over
half (54%) of non-advised adults with significant cash savings and no investments (aside from 
pension investments) reported 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, and to give them more confidence to invest 
and take control of their long-term financial wellbeing. 

The industry-wide campaign is supported by His Majesty’s Treasury (HMT), the Financial 
Conduct Authority (FCA), and the Money and Pensions Service (MaPS), with the Investment 
Association (IA) acting as Secretariat.

Chancellor of the Exchequer, Rachel 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.”

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.”

Sasha Wiggins, Chair of the UK Retail Investment Campaign and Chief Executive of 
Barclays Private Bank and Wealth Management, 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.”

Chris Cummings, Chief Executive of the Investment Association and Deputy Chair of the 
Campaign said: “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.”

The founding member firms, in alphabetical order 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

Last month, the UK Retail Investment Campaign announced it had selected M+C Saatchi, 
alongside the7stars, to lead the creative media delivery of the campaign