{"id":576261,"date":"2026-04-27T10:42:28","date_gmt":"2026-04-27T09:42:28","guid":{"rendered":"https:\/\/www.finder.com\/uk\/?p=576261"},"modified":"2026-04-27T11:25:28","modified_gmt":"2026-04-27T10:25:28","slug":"savvy-the-squirrel-nifty-or-nuts","status":"publish","type":"post","link":"https:\/\/www.finder.com\/uk\/share-trading\/share-trading-guides\/savvy-the-squirrel-nifty-or-nuts","title":{"rendered":"Savvy the Squirrel: nifty or nuts?"},"content":{"rendered":"<p>The UK Government is attempting to get more people in Britain investing with a brand new campaign centred around a savvy squirrel, with the strapline \u201cTake The Next Step Invest\u201d. <\/p><p>Here\u2019s what this campaign\u2019s all about, why this is happening, the companies that are backing the initiative, and where to find the official government site with all the details.<\/p><div class=\"keyTakeaways\">\n  <div class=\"keyTakeaways__header\">\n          <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"21\" viewbox=\"0 0 314.16 201.03\" fill=\"none\">\n  <path d=\"M212.32,190.62c-19.66,0-38.8-6.44-54.42-18.24-15.63,11.79-34.77,18.24-54.42,18.24-49.84,0-90.39-40.55-90.39-90.39V9.83h199.24c49.84,0,90.39,40.55,90.39,90.39s-40.55,90.39-90.39,90.39Z\" fill=\"white\"><\/path>\n  <path d=\"M212.32,15.9c46.57,0,84.33,37.75,84.33,84.33h0c0,46.57-37.75,84.33-84.33,84.33h0c-20.75,0-39.74-7.51-54.42-19.94-14.69,12.43-33.68,19.94-54.42,19.94h0c-46.57,0-84.33-37.75-84.33-84.33V15.9h193.18M212.32,3.76H7.01v96.46c0,53.19,43.27,96.46,96.46,96.46,19.47,0,38.46-5.92,54.43-16.84,15.96,10.91,34.95,16.84,54.42,16.84,53.19,0,96.46-43.27,96.46-96.46S265.51,3.76,212.32,3.76h0Z\" fill=\"#232320\"><\/path>\n  <path d=\"M216.34,90.21c.19-1.69,1.76-2.87,3.43-2.6,11.91,1.94,22.41-7.31,20.93-20.1-.45-3.93-2.28-6.56-4.43-9.31-1.05-1.35-.74-3.34.71-4.26,15.6-9.82,31.64-1.91,40.78,13.29,11.21,18.64,11.54,47.15.53,65.94-15.41,26.3-42.91,23.48-56.04-3.04-6.09-12.29-7.47-26.4-5.92-39.93Z\" fill=\"#232320\"><\/path>\n  <path d=\"M105.92,90.21c.19-1.69,1.76-2.87,3.43-2.6,11.91,1.94,22.41-7.31,20.93-20.1-.45-3.93-2.28-6.56-4.43-9.31-1.05-1.35-.74-3.34.71-4.26,15.6-9.82,31.64-1.91,40.78,13.29,11.21,18.64,11.54,47.15.53,65.94-15.41,26.3-42.91,23.48-56.04-3.04-6.09-12.29-7.47-26.4-5.92-39.93Z\" fill=\"#232320\"><\/path>\n<\/svg>        <h3 data-toc=\"false\">Key takeaways<\/h3>\n  <\/div>\n\n    <ul>\n          <li>The UK government has created a campaign to encourage UK savers to invest.<\/li>\n          <li>A savvy squirrel has been chosen as the mascot for the campaign.<\/li>\n          <li>A range of investment companies and platforms are sponsoring this initiative.<\/li>\n      <\/ul>\n\n  \n  <\/div>\n<h3>What is the UK government savvy squirrel campaign?<\/h3><p>It\u2019s slightly confusing because the official name for this overarching government initiative is actually \u201cInvest For The Future\u201d. <\/p><p>And then as part of that, the government has introduced \u201cSavvy the Squirrel\u201d for its public service advertising campaign that directs prospective retail investors to a website titled \u201cTake The Next Step Invest\u201d. All a little bit confusing.<\/p><h3>What is the government retail investing campaign about?<\/h3><p>The main purpose of the Savvy the Squirrel campaign is to attempt to get more British savers to start investing some of that money, instead of simply squirrelling it away in bank accounts.<\/p><p><a href=\"https:\/\/www.finder.com\/uk\/share-trading\/share-trading-research\/stocks-and-shares-isa-statistics\">Finder research<\/a> found that only a quarter of UK adults (26%) have a stocks and shares ISA, while almost half of Brits (46%) have a cash ISA.  <\/p><p>The basic premise is to provide some basic educational materials and then direct people to places where they can invest. However, not all of the sponsors of the campaign are investing platforms or brokers, so it might not appear to be a completely clear journey for someone who\u2019s never invested before.  <\/p><h3>Which companies are taking part in the campaign?<\/h3><p>It\u2019s slightly unusual, but the government has separated the backers of this new initiative into two categories: \u201cgold sponsors\u201d and \u201csponsors\u201d. Here are the companies that are (presumably) helping to fund the campaign:<\/p><h4>Gold partners<\/h4><ul><li>Barclays<\/li><li>Hargreaves Lansdown<\/li><li>NatWest<\/li><\/ul><h4>Partners<\/h4><ul><li>Alliance Witan<\/li><li>Aviva<\/li><li>Fidelity<\/li><li>HSBC<\/li><li>The Investment Association<\/li><li>Janus Henderson Investment Trusts<\/li><li>Jupiter<\/li><li>L&amp;G<\/li><li>Lloyds<\/li><li>London Stock Exchange<\/li><li>Quilter<\/li><li>Robinhood<\/li><li>Schroders<\/li><li>St. Jame\u2019s Place<\/li><li>Vanguard<\/li><li>Xtrackers by DWS<\/li><\/ul><p>The government site also says the campaign is supported by Moneyhelper, the FCA and of course, the UK Government. It also appears like some popular brands such as Trading 212, Freetrade, AJ Bell, Octopus Money, and interactive investor decided to withdraw support for the campaign.<\/p><div class=\"eeQuote box u-rounded--lg source-finder type-expert\">\n    <div class=\"eeQuote__gridContainer\">\n        <div class=\"eeQuote__photoContainer\">\n            <div class=\"eeQuote__startQuoteIcon\">\n                <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"40\" height=\"36\" viewbox=\"0 0 32 28\" fill=\"none\">\n  <path d=\"M13.1114 3.54845C12.05 5.01898 11.1447 6.64935 10.3955 8.43956C9.64624 10.2298 9.24041 11.8282 9.17798 13.2348C10.7389 13.8102 11.9563 14.6733 12.8304 15.8242C13.767 16.975 14.2352 18.3816 14.2352 20.044C14.2352 22.0899 13.5484 23.8482 12.1749 25.3187C10.8637 26.7253 9.2092 27.4286 7.21127 27.4286C5.15091 27.4286 3.43394 26.7253 2.06036 25.3187C0.686788 23.9121 0 21.8661 0 19.1808C0 16.3037 0.749223 13.043 2.24767 9.3986C3.74611 5.75424 5.83769 2.62138 8.52241 0L13.1114 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transform=\"translate(3 6.3158)\"><\/rect>\n        <\/clippath>\n      <\/defs>\n    <\/svg>\n  <\/div>\n<\/div>\n                                    <\/div>\n\n        <div class=\"eeQuote__contentContainer \">\n            <div class=\"eeQuote__content\">\n                                    <div class=\"eeQuote__heading\">Our expert says: Why is the UK Government trying to encourage people to invest?<\/div>\n                                <div class=\"eeQuote__quote\">\n                    <p>\"The data shows that long-term investors massively outperform long-term savers. So, encouraging more people in the UK to invest should, in theory, help create more collective wealth for the country. <\/p><p>The other motivation is that with more people investing, some of this investment may trickle into UK companies, which could help create a better overall environment for UK shares, which have been struggling to compete for investor\u2019s cash against the likes of high-flying US stocks. <\/p><p>However, some commentators believe that this approach isn\u2019t necessarily the best way to encourage more investment into UK companies and something like Stamp Duty reform would be much more impactful.\"<\/p>\n\n                <\/div>\n            <\/div>\n\n                            <div class=\"eeQuote__authorInfo\">\n                                            <div class=\"eeQuote__authorPhoto--mobile\">\n                            <figure class=\"eeQuote__photo\">\n                                <img decoding=\"async\" alt=\"George Sweeney, DipFA's headshot\" 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                   <\/div>\n    <\/div>\n<\/div>\n<h3>Who introduced this initiative?<\/h3><p>It was a collective effort but it partly comes from the UK Chancellor Rachel Reeves. We saw in the latest Budget that she would be cutting people\u2019s cash ISA allowance down from \u00a320,000 to \u00a312,000 per year in an attempt to get more people in the UK investing money, instead of just saving it.<\/p><h3>How much did the campaign cost?<\/h3><p>There are mixed figures appearing about the cost of launching this initiative. Estimates range from \u00a320 million to \u00a350 million. <\/p><p>According to some reports, part of the reason several firms dropped out was due to the mounting costs of the campaign, and it appears the government has given preference to the brands fronting up the most cash (instead of the most <a href=\"https:\/\/www.finder.com\/uk\/share-trading\/best-trading-apps\">beginner-friendly investing apps<\/a>).  <\/p><h3>Where can you find out more information about the campaign?<\/h3><p>So, there is the government site, but it\u2019s a little bit hard to find because the name of the official site is \u201ctakethenextstepinvest\u201d. This has been challenging for people to find because the official site name has nothing to do with Savvy the Squirrel or the Invest For The Future organisation that set up the initiative. To add to the confusion, the domain \u201csavvysquirrel\u201d was already taken (so that site \u2013 which is unrelated \u2013 is likely to be enjoying a surge in traffic right now).<\/p><p>There\u2019s an <a href=\"https:\/\/www.instagram.com\/takethenextstepinvest\" target=\"_blank\" rel=\"noopener\">official Instagram account<\/a> and one for <a href=\"https:\/\/www.linkedin.com\/company\/take-the-next-step-invest\/\" target=\"_blank\" rel=\"noopener\">Linkedin<\/a> too.<\/p><p><img decoding=\"async\" src=\"https:\/\/www.finder.com\/finder-us\/wp-uploads\/sites\/3\/2026\/04\/takethenextstepinvest.jpg\" width=\"900\" height=\"562\" alt=\"The side of a taxi cab in Manchester which has been decorated to promote the UK government's 'Take the next step invest' campaign, featuring Savvy the Squirrel.\" srcset=\"https:\/\/www.finder.com\/finder-us\/wp-uploads\/sites\/3\/2026\/04\/takethenextstepinvest.jpg?fit=180 180w, https:\/\/www.finder.com\/finder-us\/wp-uploads\/sites\/3\/2026\/04\/takethenextstepinvest.jpg?fit=360 360w, https:\/\/www.finder.com\/finder-us\/wp-uploads\/sites\/3\/2026\/04\/takethenextstepinvest.jpg?fit=600 600w, https:\/\/www.finder.com\/finder-us\/wp-uploads\/sites\/3\/2026\/04\/takethenextstepinvest.jpg?fit=900 900w, https:\/\/www.finder.com\/finder-us\/wp-uploads\/sites\/3\/2026\/04\/takethenextstepinvest.jpg?fit=1200 1200w, https:\/\/www.finder.com\/finder-us\/wp-uploads\/sites\/3\/2026\/04\/takethenextstepinvest.jpg?fit=2700 2700w\" sizes=\"(max-width: 2700px) 100vw, 2700px\" loading=\"lazy\"><\/p><div id=\"sources\" style=\"position: relative;\"><h3 style=\"position: absolute; width: 1px; height: 1px; padding: 0; margin: -1px; overflow: hidden; clip: rect(0,0,0,0); white-space: nowrap; border: 0;\">Sources<\/h3>\n<div id=\"lazy0000000000\"><\/div>\n<script type=\"application\/json\" id=\"lazyloaded-assets-json-lazy0000000000\" class=\"lazyloaded-assets-json\">{\"critical-scripts\":[],\"scripts\":[\"https:\\\/\\\/www.finder.com\\\/parent-theme\\\/shortcodes\\\/article-source\\\/prod\\\/article-source.de087a0da9824e407767.js\"],\"styles\":[\"https:\\\/\\\/www.finder.com\\\/parent-theme\\\/shortcodes\\\/article-source\\\/prod\\\/article-source.87684078d471e76125dd.css\"]}<\/script><\/div>","protected":false},"excerpt":{"rendered":"<p>All we know so far about the government&#8217;s Savvy Squirrel campaign to get Brits investing.<\/p>\n","protected":false},"author":1273,"featured_media":576263,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_cover_media_provider":"image","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_cover_video_id":0,"apple_news_cover_video_url":"","apple_news_cover_embedwebvideo_url":"","apple_news_is_hidden":"","apple_news_is_paid":"","apple_news_is_preview":"","apple_news_is_sponsored":"","apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":[],"apple_news_suppress_video_url":false,"apple_news_use_image_component":false,"nicheCode":"","productId":"","enableOptimizely":false,"_persistent_nav_menu_items":[],"blockTemplateId":"","_post_hreflang":"","related_url":"","footnotes":""},"categories":[130088],"tags":[129658],"asset_tag":[],"class_list":["post-576261","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-share-trading-guides","tag-latest-3-latest"],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.9 (Yoast SEO v24.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Savvy the Squirrel: nifty or nuts? 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