IG, a UK-based investing and trading platform, has launched a new campaign urging the public and government to reconsider the country's reliance on cash savings. The campaign, called "Save Our Stock Market" (SOS), features a short film with former Wimbledon champion Pat Cash.

Data from HMRC shows that £294 billion was held in cash ISAs between 2022 and 2023. Over the past 26 years, real returns from the FTSE 100 were 6.8 times higher than the average cash ISA. Despite this, cash ISA subscriptions increased by more than 722,000 in 2024, while stocks and shares ISA subscriptions fell by 126,000. IG says this reflects a declining interest in equity investment among retail investors.

Further figures point to reduced activity in the UK stock market. In 2024, 88 companies delisted from the London Stock Exchange Stock Exchange A stock exchange, also known as a securities exchange or bourse represents is a facility where stockbrokers and traders can buy and sell securities.This includes shares of stock, bonds, exchange-traded funds (ETFs), or other financial instruments. By extension, stock exchanges can also provide facilities for the issue and redemption of such securities and instruments and capital events including the payment of income and dividendsStock exchanges have developed into a permanent fixture in the fin A stock exchange, also known as a securities exchange or bourse represents is a facility where stockbrokers and traders can buy and sell securities.This includes shares of stock, bonds, exchange-traded funds (ETFs), or other financial instruments. By extension, stock exchanges can also provide facilities for the issue and redemption of such securities and instruments and capital events including the payment of income and dividendsStock exchanges have developed into a permanent fixture in the fin Read this Term, and UK IPOs fell by 60% compared to 2022. IG argues this trend is linked to growing caution among savers and a lack of government support for investment-led growth.

Pat Cash Film Highlights Message on Cash Returns

In the film, Cash appears in a locker room, looking back on his playing days. He attempts to teach a group of tennis students his famous “cash return,” but fails to impress. The segment aims to highlight the limited returns of cash savings in the current economic context.

IG’s UK Managing Director, Michael Healy, said the aim is to help more people invest in UK shares and support domestic companies. As part of the campaign, IG is also offering a welcome share bundle worth up to £100 to new UK share dealing customers who register before 15 August.

The shares will be randomly allocated and may include stocks from companies such as Sainsbury’s and Rolls Royce.

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IG Pushes Policy Proposals to Support UK Investing

The SOS campaign includes a four-point proposal aimed at reversing these trends. IG is calling for the abolition of cash ISAs, the removal of stamp duty on share trading, tax incentives for long-term investment in UK companies, and regulatory changes to make it easier for providers to promote investing without breaching advice rules.