Why aren’t more retail savers investing?

Across the UK and internationally, many people hold more cash than they need for short-term security. Cash feels safe, familiar, and flexible. But once a sensible buffer is in place, excess cash can quietly reduce long-term outcomes.

In this on-demand webinar, we'll review the behavioural barriers behind cash inertia, and how firms can help suitable clients move from hesitation to confident investment action.

The comfort of cash is real. The problem is when that comfort becomes expensive.

Many clients do not need more information. They need the right confidence, framing, timing, and support.

This session will explore how behavioural insights can help firms identify why different clients hold excess cash, and how communications can be personalised to make the next step feel clearer, safer, and more relevant.

In the UK, the new Targeted Support framework adds urgency, creating a clearer path for firms to support retail clients more effectively, at scale. The challenge — and the opportunity — extends well beyond the UK.

What we'll explore

A practical, evidence-led session for firms that want to turn behavioural insight into action.

1. Why clients hold excess cash, even when investing may be suitable
2. How confidence, composure, familiarity, and impulsivity shape cash deployment behaviour
3. How behavioural personalisation can improve campaign relevance and client action
4. Practical ways to design messages, prompts, and journeys that help clients take the next step