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Whether it’s birds, bees, blue whales, or even a certain meerkat, the financial services industry cannot resist using animals to help promote its products, services, and brands.
Which brings us on to red squirrels, stashing - or, indeed, squirrelling away - their acorns for the long winter ahead.
It’s a heartwarming image, if you like this sort of thing. It’s also one that high-profile companies from the UK’s £10 trillion investment industry are adopting as part of a major new campaign nudging us to invest in stocks and shares. But will it work and should you be persuaded to act?
What’s on this page?
‘Savvy’ the animated squirrel is the brainchild of advertising firm M&C Saatchi. The woodland critter is spearheading a government initiative, ‘Invest for the Future’, and backed by 20 financial firms including banks, investment firms, and share dealing platforms, to persuade the people of the UK to start investing.
Essentially, the hope is that the multi-million pound campaign will inspire people to move some of their cash from savings and deposit accounts into the undoubtedly choppier waters of the stock market.
Yes, although not quite the same as this one. Readers may remember the Conservative government’s ‘Tell Sid’ advertising campaign of the 1980s that prompted hundreds of thousands of private investors to buy shares in a number of newly-privatised companies, including British Gas and BT.
There are several reasons for this push. The main thrust comes from government and is being championed by Rachel Reeves, the Chancellor of the Exchequer, who says she wants to encourage people to “have a small stake in the future of this great [UK] economy”.
It’s possible to invest all over the world. But what the Chancellor would really like is for us to invest in companies whose shares trade on the London stock market, home to investing barometers such as the FTSE 100 and FTSE All Share indices.
Investing in stocks and shares is also often referred to as ‘equity investing’.
The campaign is also being supported by 20 financial services firms, the City regulator, the Financial Conduct Authority, and the Money and Pensions Service.
Jason Hollands, managing director at wealth managers Evelyn Partners, says: “Estimates suggest that significantly fewer UK adults invest in the stock market compared with the US, where participation is far more widespread, often via retirement accounts. In Britain, cash still dominates. The majority of ISA subscriptions in most years go into Cash ISAs rather than Stocks & Shares ISAs.”
There are other factors at play as well. For example, the UK currently enjoys a high savings ratio. At the end of 2025, more than a third (35%) of household financial assets were held in cash, the highest proportion since records began in the 1980s, according to investment firm Fidelity International.
A high savings ratio is not necessarily a bad thing. But experts argue that money sitting in cash accounts could be put to better use supporting businesses, as well as potentially earning better returns.
Darius McDermott, managing director at Chelsea Financial Services, says: “Compared to most other developed countries our population invests less in equities and more in cash and property. Encouraging a change in that behaviour is good, as equities are more likely to beat inflation over the long term, whereas cash returns rarely beats inflation.”
Sarah Coles, head of personal finance at AJ Bell, says: “There are no guarantees when it comes to investing, and how markets have fared in the past is no indication of how they might perform in the future.
“But if you’d put £10,000 into cash savings over the past 10 years, your pot could be worth £12,050. Whereas if you’d put it in a global tracker [a type of fund that invests in companies worldwide] it might have grown to £34,760.”
Not at all. It’s possible that investing could help grow your money faster than leaving it in a savings account, thus bolstering your financial resilience as a result. But investing also comes with plenty of risk which might not suit either your personal comfort levels or financial circumstances.
Not only are there no guarantees, but even seasoned stock market investors experience turbulence along the way. The ultimate danger is that you could lose some or, in extreme cases, all of your money.
Even if you’re tempted, it’s worth reviewing your financial situation before taking the investing plunge. If you’re a member of a company pension scheme, for example, it could be that you already have exposure to stock market-related investments through your retirement arrangement.
To check, read through the annual scheme member communications that your plan provides. Or contact the plan’s administration department to find out more.
If you’re considering investing with spare cash, ensure that any credit card debts or personal loans are paid off first, as the cost of servicing these are likely to be greater than any returns you make from the markets. Make sure you also have a decent cash savings buffer - between six 12 months’ average outgoings - which is held somewhere that you can access in an emergency should you be unable to rely on your investments.
Despite the potential drawbacks, if you’re still willing to follow the investing route establish what financial goals you’re actually trying to achieve, as well as having an idea of how long you’re planning to invest for, and what tolerance to investment risk that you have.
The nature of stock and shares investing means that if your timeframe is relatively short, say five years or less, then exposure to the stock market is unlikely to be for you. This is because of the potentially roller-coaster nature of the way company share prices can behave and the time they would have to recover.
Charlene Young, senior pensions and savings expert at AJ Bell, says: “Investing should be driven by your goals and timeframe, not headlines or short-term noise. Having a plan and strategy aligned with your goals means you’re more likely to stay disciplined and remain invested through any volatile periods.”
There are clearly plenty of factors to weigh up, but this need not mean that first-timers should be put off totally from investing. As Jason Hollands points out: “It is often said that the earlier people start investing, the better. And that remains true, given the benefits of compounding growth over time.
“But it is typical for people to only turn their attention seriously to investing in their 50s and beyond. This stage of life can bring greater financial capacity: children may have become financially independent, mortgages may be reduced or repaid, and earnings are often at or near their peak. At the same time, retirement starts to feel much closer, sharpening the focus on building sufficient assets to support later life.”
Hollands adds that this is particularly important given rising life expectancy. “People are not only living longer but are also typically enjoying more active retirements. As a result, retirement is no longer a short phase but can span three decades.
“That places greater emphasis on building investment portfolios that are not only substantial enough to support spending needs but also capable of continuing to grow, even as withdrawals are made.”
On this page, you’ll find links to previous Saga Money features covering the basics about investing and the options available.
Before taking the plunge with any form of stocks and shares, or market-based investment, it’s worth asking yourself five questions:
If you’re already a saver, you may well be content with your existing lot. And just because an investing campaign is taking to our screens this year doesn’t mean you have to be part of the action.
Bear in mind there are several key differences between saving and investing, with risk being the major factor. It’s important to weigh the pros and cons of each. Your choice will largely depend on your personal financial circumstances and goals.
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