Norwich florist helps tackle investing taboo as one in four savers in norwich want to learn about investing – but 70% rarely talk about it

• Savers in Norwich encouraged to "take the next step" as one in four (27%) say they want to learn more about investing.
• And almost one in three (32%) say speaking to someone they know would make them feel more confident about getting started.
• However, almost 7 in 10 (70%) people say they rarely or never talk about investing.
• 11 June, long standing, family run florist (Cary’s Flowers Ltd) in Norwich Market will be turned into ‘Cary’s Savvy Florist’, giving people the chance to have informal and open conversations about investing with finance educator Gabriel Nussbaum | That Money Guy

A 150-year-old family-run florist based in Norwich Market is taking part in nationwide campaign to get the UK talking more openly about investing.

Customers visiting Cary’s Flowers will not only walk away with a beautiful bunch of blooms, but they will be invited to take part in a conversation about taking the next step to invest their savings, as part of a first-of-its-kind, coordinated initiative from the financial services industry.

Financial educator and creator, Gabriel Nussbaum (That Money Guy), will join Cary and her team, serving up flowers alongside practical insight into investing. Gabriel will share how he got started, and explain why open conversations about money could help more people feel confident taking the next step to invest.

The focus has turned to Norwich after new research1 suggests nearly one in four (27%) savers who live in Norwich say they are curious to learn more about investing but don’t know where to start (25%).

The barriers holding people back from investing

Many people who currently live in Norwich want to make their money work harder over the long term, but investing still feels risky, intimidating or simply “not for people like me”. The research finds over half of savers (53%) in the city are held back by concerns about losing money, one in four (25%) say they do not know how to get started, while only one in six (16%) feel investing is something that people like them do.

Yet while fear of loss is one of the biggest barriers, leaving too much money sitting in cash over the long term can also carry risks, as its value can be eroded by inflation. Looking back over the last 20 years, research from Barclays shows that after taking account of interest earned, inflation and investment fees cash would have reduced in value by 40.5% while an illustrative diversified investment portfolio of UK assets would

have gone up 21.6%.3 In real terms that means £1,000 in cash savings would now be worth £595 compared to £1,216 invested.

People in Norwich rarely talk about investing

Over eight in 10 (82%) savers in Norwich say investing feels like “a big step” and part of the reason for that may be because it is so rarely talked about openly in everyday life.

Seven in 10 (70%) say they rarely or never discuss investing, despite almost one in three (32%) saying they would feel more likely to invest after a conversation with someone they know.

The research highlights a clear opportunity to normalise investing and build confidence by making investing conversations more visible and accessible.

The partnership with Cary’s Flowers aims to encourage relaxed, no-nonsense conversations about investing

Cary’s Flowers will offer the public a bunch of free flowers in exchange for taking part in informal conversations about money and investing. The ambition is to create an opportunity where people can ask questions, hear real-life experiences and talk more openly about long-term financial goals in an everyday setting, where relaxed interactions happen daily.

This partnership is part of a first-of-its-kind, multi-year national campaign, Invest for the Future, backed by major UK financial firms, including Aviva, which has a significant presence in Norwich. Bringing the campaign to life is Savvy the Squirrel, inspired by the familiar idea of ‘squirrelling money away’. But Savvy isn’t just saving; he’s investing in his future. Focused on the long term, he’s here to make investing feel simpler, more accessible and less daunting.

Karen Northey, Director of Corporate Affairs at the Investment Association, said: "Many people assume investing is something for other people, not for them. Often that's simply because they haven't grown up talking about it or don't know anyone who invests, which can make it feel more complicated or intimidating than it needs to be. That's why we're bringing these conversations into the heart of local communities. Places like Norwich Market are where people naturally stop, chat and share ideas, and by working with Cary's Flowers we're hoping to help more people feel comfortable asking questions, learning more and exploring whether investing could be right for them."

Gabriel Nussenbaum, financial educator and creator said: “Too often, investing is made to feel like something distant or complicated, when really it starts with simple, honest conversations. That’s why I’m so excited to be part of this campaign in Norwich Market, alongside Cary’s Flowers, a much-loved family business at the heart of the local community. Places like this are where real conversations happen every day, and that

matters because if more people talk about investing, it makes it less intimidating. Believe me, you don’t need to know everything to begin, far from it. You just need to take that next step.”

Michele Golunksa, Managing Director for Wealth at Aviva, said: "We know people in Norwich want to build a brighter future for themselves and their families, but many still feel investing is something they don’t know enough about to get started. Our research continues to show that conversations can play a powerful role in building confidence. By bringing these discussions into a familiar setting like Cary’s Flowers, we hope to help more people feel comfortable asking questions, learning from others and taking the next step towards their financial future.”