10 December 2025
Quilter has joined eighteen other leading firms - including platforms, global banks, and wealth and investment managers - to launch the UK Retail Investment Campaign, a landmark initiative set to change how Britons think about investing their money for their long-term financial success.
The campaign, fully funded by the member firms and set to launch in April 2026, marks a moment of unity across the financial services sector, with firms working together to raise awareness of the importance of investing for people’s financial wellbeing and the positive impact it can have on the wider economy.
The industry-wide campaign is supported by His Majesty’s Treasury (HMT), the Financial Conduct Authority (FCA), and the Money and Pensions Service (MaPS), with the Investment Association (IA) acting as Secretariat.
Steven Levin, CEO of Quilter plc, said:
“Changing Britain’s investment culture is critical if we are to help more people achieve long-term financial security. For too long, households have relied on cash savings that fail to keep pace with inflation, leaving wealth creation opportunities untapped. This campaign is about giving people the confidence and understanding to take that next step and invest in a way that suits their goals.
“At Quilter, we believe that clear, engaging information and a regulatory environment that supports innovation are essential to making investing feel accessible. By working together as an industry, alongside government and regulators, we can help shift perceptions of risk and empower people to make informed decisions that benefit both their future and the wider economy.”
Chris Cummings, Chief Executive of the Investment Association 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.”
