18 November 2025, LONDON –

7 in 10 Brits (70%) do not currently invest in the stock market and the top reason is that they view it as too risky, according to new research by personal finance comparison site Finder.

The survey reveals key barriers to investing in the UK, amid reports that the chancellor is planning to cut the cash ISA limit at the Autumn Budget in a bid to boost investing culture in the UK. This was originally reported as a cut to £10,000, though is now thought to have been softened to £12,000.

Concern about the risks involved in investing was the most common theme, with 1 in 4 (25%) saying it’s too risky in general and 1 in 10 (10%) citing worries about the economy as a reason for not investing.

A lack of confidence and knowledge was also a recurring theme, with 15% saying they didn’t know how to, and 12% saying they don’t have enough time and research to do it properly.

1 in 5 Brits (22%) also felt that they didn’t have enough disposable income to invest, perhaps echoing a view that investing is the preserve of the wealthy.

Only 20% would invest their savings in a stocks and shares ISA if the Cash ISA limit is cut

The same research by Finder revealed that only 1 in 5 Brits (20%) would consider investing their surplus savings in a stocks and shares ISA if the cash ISA limit is cut.

Instead, a quarter (26%) would prefer to save it in a non-ISA savings account, rather than invest it in a tax-free stocks and shares ISA. 1 in 10 Brits (10%) said they would spend the money instead, while 18% wouldn’t make a specific plan.

15% said they would invest the money outside of an ISA, while 16% said they would look to invest in Premium Bonds.

George Sweeney, investing expert at Finder, explains why an ISA overhaul may not have the desired impact:

“It was met with plenty of backlash, but trying to encourage Brits to invest more and get better returns is a commendable end point that I agree with. However, I don’t think that cutting the cash ISA allowance paves the way to this result.

“A large reason for this is that plenty of people don’t feel confident enough about the prospect of investing. Unfortunately, tinkering with the ISA allowance isn’t going to lead to the cultural and behavioural change necessary that would lead to more Brits investing. Instead, we need better financial education for adults and the younger generation about the possible long-term benefits of investing.”

Methodology:
Finder commissioned Censuswide to carry out a nationally representative survey of adults aged 18+. A total of 2,000 people were questioned throughout Great Britain, with representative quotas for gender, age and region.