The Investment Association (IA) has provided new details on the UK Retail Investment Campaign, confirming it will launch in April 2026.
In July, Chancellor Rachel Reeves announced the launch of an initiative to encourage savers to support the UK economy by shifting funds from traditional savings accounts into stocks and bonds.
To do this, the campaign will raise awareness of the benefits of investing for individuals’ financial wellbeing, while also highlighting its positive impact on the wider economy. Participating firms will also engage directly with customers, providing guidance on investment opportunities and practical advice on moving money into stocks and shares.
It forms part of the Leeds Reforms, a broader package of measures desgiend to strengthen the UK’s financial services sector.
The IA has now confirmed that 19 firms have now joined, spanning platforms, banks, wealth and investment managers, and investment trusts.
This includes Alliance Witan, Aviva, Barclays, Fidelity International, Harsgreaves Lansdown, HSBC UK, JP Morgan Personal Investing, Jupiter Asset Management, L&G and Quilter.
Lloyds Banking Group, London Stock Exchange, Natwest Group, Robinhood UK, Schroders, St. James’s Place, Vanguard and Xtrackers by DWS have also joined the initiative.
The campaign is supported by His Majesty’s Treasury (HMT), the Financial Conduct Authority (FCA), and the Money and Pensions Service (MaPS), with the IA acting as secretariat.
This announcement comes after several firms, such as interactive investor, AJ Bell, Freetrade and Trading212, were reported to have withdrawn from the campaign.
The IA also confirmed that M+C Saatchi, alongside the7stars, will lead the creative and media delivery of the campaign, which will be fully funded by member firms.
Chris Cummings, chief executive of the IA 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.”
Cummings will be step down from his role in June 2026 after ten years in the post.