1 June 2026
A lack of confidence is stopping many people from investing, with new research* from Quilter revealing that uncertainty around markets and decision-making is a key barrier to getting started.
The research shows savers and would-be investors feel least confident during periods of market volatility and uncertainty, as well as when faced with tax-related decisions. As a result, many delay investing altogether out of concern about making the wrong choice.
However, there is clear appetite for help. Four in ten (40%) say they would consider using targeted support to guide their decisions, rising to more than half (51%) of HENRYs.
This points to a gap between those who do not feel comfortable investing alone but may not need, or seek, full financial advice.
In response, Quilter Invest, the savings and investment app of FTSE 250 listed Quilter plc, has launched a new targeted support service designed to help people take their first steps with greater confidence.
The service provides simple, structured support at the point people are deciding whether to invest and where to begin. Customers are taken through a short set of questions covering their financial situation, attitude to risk and investment timeframe, before being guided towards an appropriate investment approach.
It is available for those investing through a Stocks and Shares ISA or General Investment Account.
Targeted support sits between general financial guidance and regulated financial advice. Under the FCA’s framework, it allows firms to provide prompts and suggestions to groups of customers with similar characteristics, helping people make more confident decisions without receiving a personal recommendation.
Kane Harrison, CEO of Quilter Invest, said:
“Our research shows that many people are missing out on investing simply because they don’t feel confident enough to get started. Market uncertainty and complex decisions can make it feel overwhelming, particularly if you’re new to it.
“There is a large group of people who don’t need full financial advice but would benefit from some support to make informed choices. Targeted support is designed to bridge that gap by giving people the reassurance and direction they need to take their first step.”
*Consumer research conducted via online survey. Total sample size was 2,002 non-advised UK adults. Fieldwork was undertaken between 20 April 2026 and 7 May 2026.
