More Britons keep cash in a coat pocket than invest in a Stocks & Shares ISA

When we asked people what £1,000 invested in the FTSE 100 20 years ago might be worth today, 82% said they didn’t know. Even among those who thought they did know, only 21% got close to the right range.

The issue isn’t that people hate the idea of investing. It’s that most don’t have a clear sense of what long-term returns can actually look like. Without that context, it’s hard to feel confident moving money out of cash.

Over the last 20 calendar years, the FTSE 100 delivered a total return of about 250%, according to Bloomberg data referenced in our research.(Past performance isn’t a guarantee of future results).

But understanding history helps people frame risk properly instead of guessing. If investing feels abstract, people default to what feels familiar. And cash at home feels familiar.

The government has suggested changes to ISAs designed to encourage more investing. From April 2027, the Cash ISA limit will be reduced to £12,000. Yet 18% of adults weren’t aware that any ISA changes had been proposed.

Almost a third say they find the new rules confusing or worry about how they affect their tax position. If people don’t understand the rules, they delay decisions. And delayed decisions often turn into no decisions at all.

For the UK population overall, banks, news outlets and financial advisers remain the most common sources of investing information.

Among 18 to 34 year olds, the picture changes. TikTok tops the list at 61%. YouTube follows at 53%. Instagram appears for 41%.

Social media clearly plays a role in financial education. That isn’t automatically a bad thing. It does mean accuracy and transparency matter more than ever.

And among those who are consuming content online around investing, cynicism still shines through.

• 22% believe those sharing investing content online have access to knowledge or networks they don’t.
• 21% assume others benefited from family wealth or simply started earlier.
• 12% scroll past investing content because it makes them feel behind.

Investing is more visible than it’s ever been. It still doesn’t feel equally accessible.

With 30 days until the tax year ends, this is a natural moment to reassess, because understanding your options matters.

Keeping cash at home might feel safe. Over time, though, inflation erodes its value quietly in the background. Investing carries risk, and it isn’t right for everyone - but for long-term goals, it’s a tool more people should at least understand properly.

The research shows there’s still a knowledge gap. Around returns. Around ISAs. Around how markets actually work.

Closing that gap starts with clearer information and fewer unnecessary barriers. Investing shouldn’t feel like something reserved for experts or insiders. It should feel understandable.

And if more people can understand it, more people can decide whether it works for them.