TISA’s latest research on “Designing Targeted Support for Attitudes to Investing” found that consumers who receive Targeted Support invest up to 53% more than those left to their own devices. Furthermore, attitudinal Targeted Support had a larger effect on groups typically seen as less likely to invest. These findings add to a growing body of evidence that the Targeted Support regime has the potential to help build and develop a ‘retail investing culture’ in the UK.
This research demonstrates the power of Targeted Support: when individuals are provided with investment recommendations tailored to them, they invest more than when not given recommendations. In addition, when recommendations are tailored to their attitudes to investing – such as their risk attitudes, their preferences for UK-based investments, or their expectations of stock market returns – consumers invest significantly more than when given generic recommendations based on demographics alone.
“The roll-out of Targeted Support is a defining moment which will bring meaningful financial help and support to millions more people. As firms begin to deliver it, understanding what makes Targeted Support truly effective is an important next step to improving the nation’s financial wellbeing.
This research demonstrates that focusing on attitudes towards investing, rather than broad demographic assumptions, can give people the extra confidence boost to help them become investors. Evidence is clear that in the medium and long-term, investing often produces better financial outcomes than keeping it in cash. But people need the support and confidence to begin their investing journey, and attitudinal Targeted Support is one of the most effective ways to do this.”
April 2026
People who have never invested before invest up to 53% more after receiving Targeted Support compared with those left to their own devices, according to research published today by The Investing and Saving Alliance (TISA) and the University of Nottingham. The research findings add to a growing body of evidence that the Targeted Support regime has the potential to help build and develop a ‘retail investing culture’ in the UK.
April 2026
New research by TISA and the University of Nottingham reveals that Targeted Support is most effective when tailored to consumers’ attitudes, increasing investment by at least 30% more than that achieved by demographic-based Targeted Support. The research was conducted in conjunction with Barclays, Lloyds Banking Group, and Vanguard.
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