# Isa subscriptions jumped amid ‘attractive’ savings returns on offer

By Andrew Prosser — 2026-09-16

Andrew Prosser, head of investments at InvestEngine, said: “A record 4.9 million Stocks and Shares ISAs were paid into in 2024/25, a 20 per cent rise on the previous year.

“Given government and industry efforts to boost the UK’s investment culture, this is encouraging and shows more people are recognising the potential of investing.

“However, HMRC’s statistics show that, for the first time, the average amount going into a Cash ISA actually outstripped Stocks and Shares – £8,900 compared with £7,600 – likely reflecting the higher interest rates savers have received in recent years.

“While it’s positive that people are opening investment accounts, they are putting bigger sums into cash. That’s despite the fact that Stocks and Shares ISA holders, though there are fewer of them, hold the clear majority of all ISA wealth.

“With the Cash ISA allowance falling to £12,000 from April 2027, savers will no doubt want to make the most of the current rules. With just over six months to decide what to do with the difference, for many the answer will be investing for the first time.

“For money that can stay invested over the long term, a Stocks and Shares ISA offers access to assets such as diversified ETFs, giving it the potential to grow alongside global markets rather than simply earning interest.

“But if the government wants this group to make that move, it needs to make the investment route simpler, not harder as has been the case.

“Adding new rules about what can and can’t sit inside an investment ISA risks putting off exactly the type of people these reforms were meant to encourage.”

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