Sasha Wiggins, Chief Executive of Private Bank and Wealth Management at Barclays, has been named Chair of the UK's new retail investment campaign. The initiative was launched by the Chancellor in July 2025 as part of the Leeds Reforms, which aim to position the UK as a leading destination for financial services businesses by 2035.
The campaign is an industry-funded effort intended to change the country's investment culture by helping more people understand the long-term benefits of investing and encouraging greater participation in capital markets. It has support from 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.
Barclays research estimates that 13 million UK adults hold around £430 billion in cash savings that could be invested. Currently, only 11% of UK households own shares—a significant drop from nearly 25% in 2003—which places the country last among G7 nations for retail investing.
The campaign will focus on helping adults take their first steps into investing by increasing access to credible support and providing practical guidance. Research from Barclays shows several barriers to investing: 41% of non-investors fear losing money, 21% feel they lack enough knowledge, 74% want help identifying suitable investments, and 63% want help comparing products.
Barclays has been working to improve financial confidence across all ages. Its LifeSkills programme has provided financial education resources used in most UK secondary schools for over a decade. In July, LifeSkills partnered with National Numeracy to train 'numeracy champions' in more than 60 primary schools, aiming to reach over 13,000 children, parents, carers, and staff to boost their number confidence.
Sasha Wiggins said: “I am extremely pleased to Chair this important initiative which will help more people in the UK understand the benefits of investing. For too long, the UK has had the lowest level of retail investing among G7 countries – and significantly lower levels than we saw in the UK two decades ago. This campaign will help make investing an everyday reality for more people. By increasing awareness, the campaign will aim to empower individuals to make informed financial decisions that will contribute to their future wellbeing.”
Barclays describes its vision as being a UK-centred leader in global finance through its consumer banking divisions and other operations.