In a major push to improve financial literacy and long-term wealth across the country, 19 of the UK’s top finance firms are joining forces to launch a new initiative: the UK Retail Investment Campaign. Backed by the government and regulators, this industry-wide effort will aim to educate, inform, and empower more Britons to start investing.
Set to officially launch in April 2026, the campaign is designed to shift public perception around investing — particularly for those who have savings but remain on the sidelines due to fear or confusion.
Purpose
The heart of the campaign is simple: help more people feel confident about investing their money to secure their financial future. According to the FCA’s Financial Lives survey, 54% of non-advised UK adults with large cash savings and no investments (outside of pensions) haven’t even considered investing.
Why not?
- 34% feared losing money
- 29% lacked knowledge or access to support
With retail investment in the UK at its lowest among G7 nations, the new campaign hopes to change that — not by selling financial products, but by breaking down barriers and providing clear, unbiased education.
Support
The campaign has heavyweight backing. It’s supported by:
- HM Treasury
- Financial Conduct Authority (FCA)
- Money and Pensions Service (MaPS)
- Investment Association (IA) – serving as secretariat
The collaboration across banks, platforms, investment managers, and public institutions signals a unified message: investing isn’t just for the wealthy — it’s for everyone.
Leadership
Sasha Wiggins, Chief Executive of Barclays Private Bank and Wealth Management, is chairing the campaign. His mission is clear:
“This campaign is about providing clear, accessible information so everyone can feel confident in deciding whether investing is right for them.”
He emphasized that improving retail investing isn’t just about individual gains. It also supports a stronger economy and builds a culture of long-term financial health in the UK.
Government Backing
Chancellor Rachel Reeves welcomed the campaign, stating:
“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.”
She tied the campaign to broader goals of economic growth and household wealth building.
Industry View
Chris Cummings, CEO of the Investment Association and deputy chair of the campaign, said the collaboration across so many firms shows the scale and importance of this mission.
“Cash savings are important, but many more people should be investing to fulfil their long-term financial plans.”
He stressed that this will be a multi-year campaign, not just a one-off push — signalling a long-term commitment to cultural change.
What to Expect
The campaign will focus on three main goals:
- Education – Offering jargon-free resources explaining what investing is, the types of investments available, and how to start.
- Support – Helping individuals assess whether investing is right for them based on their goals and risk tolerance.
- Confidence – Empowering people to take action, whether through DIY investing, using a platform, or seeking advice.
Rather than sell any specific products or platforms, the campaign will remain provider-neutral, ensuring the message stays focused on education over sales.
Founding Firms
Here are the 19 firms funding and participating in the UK Retail Investment Campaign:
| Participating Firms |
|---|
| Alliance Witan |
| Aviva |
| Barclays |
| Fidelity International |
| Hargreaves Lansdown |
| HSBC UK |
| The Investment Association |
| J.P. Morgan Personal Investing |
| Jupiter Asset Management |
| Legal & General (L&G) |
| Lloyds Banking Group |
| London Stock Exchange |
| NatWest Group |
| Quilter |
| Robinhood UK |
| Schroders |
| St. James’s Place |
| Vanguard |
| Xtrackers by DWS |
Together, these firms represent billions in managed assets and have wide-reaching influence over UK retail investors. Their joint involvement brings serious momentum to the campaign.
Timing
With the official launch set for April 2026, preparations are already underway to develop educational content, digital tools, and outreach strategies. The campaign will likely include a national media rollout, online hubs, webinars, and partnerships with schools and community groups.
The Bigger Picture
This campaign couldn’t come at a better time. With inflation, rising living costs, and shrinking savings rates, many Britons are looking for better ways to grow their money — but don’t know where to start.
By promoting confidence, clarity, and access, the UK Retail Investment Campaign hopes to give people not just information, but a real chance at financial growth.
Whether you’re new to investing or simply unsure about where to begin, this campaign could be the start of something much bigger — a shift in how the UK thinks about long-term wealth.
FAQs
What is the UK Retail Investment Campaign?
A multi-year initiative to boost investing confidence and education.
When does the campaign launch?
The official launch is scheduled for April 2026.
Who is backing the campaign?
It’s supported by the Treasury, FCA, and Money and Pensions Service.
Why is investing so low in the UK?
Concerns about risk and lack of knowledge keep people from investing.
Will the campaign promote specific products?
No, it will offer neutral education and support, not product ads.
