Vanguard is delighted to announce it has received permission from the Financial Conduct Authority (FCA) to offer Targeted Support. Using the permissions, Vanguard will launch a new service aimed specifically at those looking to take their first steps into investing.
Across the UK, Vanguard estimates more than £200 billion is held in cash beyond what is typically needed for day-to-day spending and emergency needs. At the same time, Vanguard research shows that 58% of non-investors say they feel under-informed about investing and unsure about how to get started.
With the FCA estimating that only c.9% of people receive regulated financial advice today, most are left without help. Targeted support is designed to help close this gap by giving people clearer, more relevant assistance. This comes as Vanguard research shows that 7 in 10 (68%) UK savers (non-investors) plan to start investing in the future.
How Vanguard’s targeted support service will work
Available through Vanguard’s online UK Personal Investor Platform, users will be guided through a series of questions about their investing goals. The service will then point them towards an investment fund that suits their objectives and circumstances, providing an extra layer of investing support along the way.
The service has been built to feel intuitive and reassuring. A series of “educational aids” are included to help build knowledge and confidence, ensuring people feel more informed about whatever path they choose. Through Vanguard’s own user testing, people described the experience as “reassuring”, remarking on “how easy it was…taking away the feelings of being overwhelmed and fearful” and describing it as “like talking to a friend”.
Liz Waldron, head of client experience and product, said: “Targeted support is an important step in helping more people across the UK feel confident about investing. Many people want to make their money work harder but aren’t sure how to begin. Our service is designed to meet people where they are with clear, simple recommendations that help them make decisions aligned to their goals. Our aim is to help more people take that next step with confidence.”
The new service is expected to go live in the summer of 2026. The launch date will be announced in due course.
