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

By Katie Horne — 2026-04-22

Katie Horne, banks relationship manager at Flagstone, said: “The UK’s savings are asleep at the wheel and, as a result, many of us are in danger of careering into a later life financial catastrophe.

“Any campaign that activates UK savers into taking a more active role in their personal finances must be lauded.

“While dozens of banks compete daily to offer hundreds of savings accounts with the highest inflation-busting returns, £1.3 trillion of UK people’s cash remains at a standstill, earning next to nothing.

“But, a campaign that encourages people to move their money out of FSCS-protected interest bearing savings accounts into riskier assets where you could lose everything or at least end up with less than you put in, needs to be handled carefully.

“Behaviour among Flagstone savings clients suggests that cash holdings are a very deliberate part of their financial plan.

“While many of them will have investments, they choose to keep a portion of their holdings in cash very deliberately to protect themselves against the ebbs and flows of the stock market.

“Recent consumer research by Flagstone and Opinium found that 66 per cent of UK ISA savers choose Cash ISAs over Stocks and Shares ISAs because they are not prepared to put their money at risk.

“And 58 per cent feel uncomfortable with fluctuation in the value of their savings which is associated with the use of a Stocks and Shares ISA.

“The Invest for the Future Campaign should be seen as complementary to the need for safe, protected cash management.

“Saving and investing are not mutually exclusive adversaries but collaborative partners in an active financial management plan.

“Cash is an essential part of any financial portfolio and the size of that portion will change over a saver’s life depending on their liquidity needs, time of life and evolving life priorities.

“While it’s been anticipated for several months, this campaign comes at a time when the geopolitical landscape is hazardous and markets are volatile so investors and savers alike must exercise caution.”

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