# Industry-backed campaign aims to boost UK’s investment culture

By Maike Currie — 2026-04-22

Maike Currie, vice president of personal finance at PensionBee, said: “The joined-up effort behind the Invest for the Future campaign is welcome and rightly recognises the scale of the UK’s investing gap.

“But behaviour rarely shifts because of campaigns alone.

“As Savvy the Squirrel neatly conveys, Britain is already very good at squirrelling money away.

“The challenge is turning savers into investors. That comes down to ownership, access and scale.

“People engage when they own a slice of something tangible, a brand or business they recognise.

“Build on what already works at scale, particularly pensions, the ultimate long-term investing vehicle.

“If the goal is to encourage investing, don’t punish savvy savers.

“Capping salary sacrifice from 2029 means workers pay more national insurance for doing the right thing.

“Bringing pensions into inheritance tax from 2027 risks further denting confidence.

“Strengthen those foundations and greater engagement will follow.”

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