Xtrackers by DWS has announced that it has joined 18 other firms – including platforms, global banks, and wealth and investment managers – to launch the UK Retail Investment Campaign, an initiative set to change how Britons think about investing their money for their long-term financial success.
DWS writes that the campaign, fully funded by the member firms and set to launch in April 2026, marks a moment of unity across the financial services sector, with firms working together to raise awareness of the importance of investing for people’s financial wellbeing and the positive impact it can have on the wider economy.
The industry-wide campaign is supported by His Majesty’s Treasury (HMT), the Financial Conduct Authority (FCA), and the Money and Pensions Service (MaPS), with the Investment Association (IA) acting as Secretariat.
Simon Klein, Global Head of Xtrackers Sales, says: “We are proud to be among the participating firms in the UK Retail Investment Campaign, which aligns closely with our own values to make investing more accessible and to help people feel confident in taking the next step toward their long-term financial wellbeing. As one of the leading ETF providers in Europe, we have acquired years of experience to meet retail clients’ needs, which we can share as part of this initiative and help support future growth in the UK retail market.”
Sam Manchanda, Head of North EMEA, Xtrackers adds: “The UK Retail Investment Campaign is a unique opportunity to cultivate a stronger retail investment culture through financial education. With the backing of the government and the support of our peers, we can use our collective knowledge and resources to better equip a new generation of retail investors in the UK and empower them to improve their financial resilience.”
Chris Cummings, Chief Executive of the Investment Association and Deputy Chair of the Campaign says: “By bringing together a wide range of firms from across the financial sector for a multi-year campaign, along with the support of the government and regulator, we will raise awareness that, while cash savings are important, many more people should be investing to fulfil their long-term financial plans. With only just over a third of UK adults agreeing that ‘investing is for someone like me’, many people could be missing out on the benefit that investing could bring. Together, we hope to inspire a nation of people who are ready to take the next step and invest in their futures.”
