Savvy Squirrel campaign launches to boost UK retail investment understanding

12 articles · Updated · The Guardian · Apr 23

Backed by the chancellor and financial services industry, the multi-year campaign targets £610bn in UK cash savings and highlights inflation’s erosion of real returns.
The campaign encourages savers to consider investment options over cash ISAs, citing a 62.1 percentage point missed opportunity in real returns from 2004-2024.
Despite its noble aims, critics question the campaign’s impact and originality, noting the UK’s lagging retail investment culture compared to countries like Sweden and Germany.

As new rules limit cash in ISAs, are UK savers being forced to invest?

Critics call the campaign 'tame.' Are bolder moves needed to fix UK investment culture?

Can a cartoon squirrel truly convince millions of Britons to risk their cash savings?

New rules let banks offer 'targeted support,' but is this just risky advice in disguise?

Is the government irresponsibly pushing citizens into markets amid war and high inflation?