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Cash ISA popularity boosted by Rachel Reeves reform rumours

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Adam French, Head of News & Communications 01603 476154 Email Adam
29/07/2025

Cash ISA popularity boosted by Rachel Reeves reform rumours

The Bank of England’s latest Money and Credit data has revealed a £2.2 billion surge in Cash ISA deposits compared to the same three-month period last year.

 

Timeline

Cash ISA deposits

April – June 2024

£19.3 billion

April 2024

£11.7 billion

May 2024

£4.2 billion

June 2024

£3.4 billion

April – June 2025

£21.5 billion

April 2025

£14 billion

May 2025

£3.9 billion

June 2025

£3.6 billion

 

Adam French, Head of News at Moneyfactscompare.co.uk, said: “The sharp rise in Cash ISA deposits is a clear sign that rumours of ISA reform are influencing saver behaviour. With talk of slashing the annual Cash ISA limit from £20,000 to £4,000 people have been rushing to use their allowances while they still can. It’s a textbook example of policy speculation driving real-world financial decisions.

“After years of frozen tax allowances and rising interest rates pushing more savers into paying tax we’re seeing a scramble for tax efficiency, and the prospect of that shield shrinking has understandably caused concern.

“An overhaul of the UK's ISA system is still on the cards. If the Government’s aim is to nudge more people towards long-term investment, this reaction shows the challenge ahead. You can’t simply cut the Cash ISA limit and expect that money to flood into stocks and shares instead. The solution isn’t cutting allowances but greater innovation and shifting focus towards financial education and support.”

 

Cash ISA popularity boosted by Rachel Reeves reform rumours

The Bank of England’s latest Money and Credit data has revealed a £2.2 billion surge in Cash ISA deposits compared to the same three-month period last year.

 

Timeline

Cash ISA deposits

April – June 2024

£19.3 billion

April 2024

£11.7 billion

May 2024

£4.2 billion

June 2024

£3.4 billion

April – June 2025

£21.5 billion

April 2025

£14 billion

May 2025

£3.9 billion

June 2025

£3.6 billion

 

Adam French, Head of News at Moneyfactscompare.co.uk, said: “The sharp rise in Cash ISA deposits is a clear sign that rumours of ISA reform are influencing saver behaviour. With talk of slashing the annual Cash ISA limit from £20,000 to £4,000 people have been rushing to use their allowances while they still can. It’s a textbook example of policy speculation driving real-world financial decisions.

“After years of frozen tax allowances and rising interest rates pushing more savers into paying tax we’re seeing a scramble for tax efficiency, and the prospect of that shield shrinking has understandably caused concern.

“An overhaul of the UK's ISA system is still on the cards. If the Government’s aim is to nudge more people towards long-term investment, this reaction shows the challenge ahead. You can’t simply cut the Cash ISA limit and expect that money to flood into stocks and shares instead. The solution isn’t cutting allowances but greater innovation and shifting focus towards financial education and support.”

 

Where next for ISA reform?

Rachel Reeves may have stepped back from slashing the Cash ISA limit for now, but the Chancellor has repeatedly hinted that an overhaul of the UK's ISA system is still on the horizon.

From different sides of the debate, Andrew Gall from the Building Societies Association (BSA) and Richard Stone from the Association of Investment Companies (AIC) in the latest issue of INTEREST by Moneyfacts (Pages 14 & 15).

 

  1. "What’s all the fuss about Cash ISAs?" - Andrew Gall (BSA)

The article discusses the importance of Cash ISAs in the UK economy and their widespread use by individuals, particularly those with lower incomes. Cash ISAs, which total £420 billion in savings, serve various purposes — from building financial resilience to saving for major life events like home purchases. A significant portion of Cash ISA holders are over 65 or earn less than £20,000 per year, highlighting the importance of Cash ISAs in offering safe, accessible savings.

The BSA is advocating for the maintenance of the Cash ISA limits and instead urges the Government to launch a public campaign to raise awareness about the benefits of investing, like the "Tell Sid” initiative from the 1980s.

They emphasise that many Cash ISA holders are risk-averse and reducing the limits could push them into low-risk alternatives (like gilts or bonds), rather than equities.

Changes Recommended:

  • Maintain the £20,000 annual limit for Cash ISAs and keep it aligned with Stocks & Shares ISAs.
  • Launch a public awareness campaign about the importance of investing to complement Cash ISAs, like the "Tell Sid" campaign.

 

  1. "Get Britain Investing: ISAs should be about more than just cash" - Richard Stone (AIC)

The Association of Investment Companies (AIC) is more critical of the current ISA regime, particularly its focus on cash. The AIC calls for a simplified ISA system and proposes that the Cash ISA and Stocks & Shares ISA be merged into a single, investment-focused ISA. They argue that cash savings are poor for long-term wealth building and that the current system fails to encourage investment, particularly in the context of inflation eroding cash savings' purchasing power.

Stone advocates for a lower annual contribution for Cash ISA providers that exclusively offer cash options, encouraging savers to consider investments instead.

He states that while cash has a place in a portfolio (such as for emergency savings), long-term excess savings should be invested for better returns. A broader investment culture is needed, and institutions should offer easy access to stocks, alongside user-friendly, jargon-free guidance.

Changes Recommended:

  • Merge Cash ISAs and Stocks & Shares ISAs into a single, simplified investment ISA.
  • Set lower contribution limits for ISAs that only offer cash options, to incentivise investment.
  • Educate the public and provide easier access to stock market investments through banks and building societies.
  • Foster a healthier investment culture in the UK, focusing on long-term wealth growth.

 

Key Differences in Recommendations:

  • BSA (Andrew Gall): Primarily focuses on maintaining Cash ISAs as a safe, accessible tool for savers, especially those with lower incomes. Instead, he advocates for public education on investing, but not necessarily changing the current structure of ISAs.
  • AIC (Richard Stone): Pushes for structural reform by merging Cash ISAs with Stocks & Shares ISAs into a single investment-focused ISA, and advocates for lower contribution limits for cash-only providers to encourage investment.

Both sides emphasise the importance of educating savers about the benefits of investing, but the BSA is more conservative, aiming to preserve Cash ISAs, while the AIC seeks to change the ISA regime to focus more on investment options.

 

Where next for ISA reform?

Rachel Reeves may have stepped back from slashing the Cash ISA limit for now, but the Chancellor has repeatedly hinted that an overhaul of the UK's ISA system is still on the horizon.

From different sides of the debate, Andrew Gall from the Building Societies Association (BSA) and Richard Stone from the Association of Investment Companies (AIC) in the latest issue of INTEREST by Moneyfacts (Pages 14 & 15).

 

  1. "What’s all the fuss about Cash ISAs?" - Andrew Gall (BSA)

The article discusses the importance of Cash ISAs in the UK economy and their widespread use by individuals, particularly those with lower incomes. Cash ISAs, which total £420 billion in savings, serve various purposes — from building financial resilience to saving for major life events like home purchases. A significant portion of Cash ISA holders are over 65 or earn less than £20,000 per year, highlighting the importance of Cash ISAs in offering safe, accessible savings.

The BSA is advocating for the maintenance of the Cash ISA limits and instead urges the Government to launch a public campaign to raise awareness about the benefits of investing, like the "Tell Sid” initiative from the 1980s.

They emphasise that many Cash ISA holders are risk-averse and reducing the limits could push them into low-risk alternatives (like gilts or bonds), rather than equities.

Changes Recommended:

  • Maintain the £20,000 annual limit for Cash ISAs and keep it aligned with Stocks & Shares ISAs.
  • Launch a public awareness campaign about the importance of investing to complement Cash ISAs, like the "Tell Sid" campaign.

 

  1. "Get Britain Investing: ISAs should be about more than just cash" - Richard Stone (AIC)

The Association of Investment Companies (AIC) is more critical of the current ISA regime, particularly its focus on cash. The AIC calls for a simplified ISA system and proposes that the Cash ISA and Stocks & Shares ISA be merged into a single, investment-focused ISA. They argue that cash savings are poor for long-term wealth building and that the current system fails to encourage investment, particularly in the context of inflation eroding cash savings' purchasing power.

Stone advocates for a lower annual contribution for Cash ISA providers that exclusively offer cash options, encouraging savers to consider investments instead.

He states that while cash has a place in a portfolio (such as for emergency savings), long-term excess savings should be invested for better returns. A broader investment culture is needed, and institutions should offer easy access to stocks, alongside user-friendly, jargon-free guidance.

Changes Recommended:

  • Merge Cash ISAs and Stocks & Shares ISAs into a single, simplified investment ISA.
  • Set lower contribution limits for ISAs that only offer cash options, to incentivise investment.
  • Educate the public and provide easier access to stock market investments through banks and building societies.
  • Foster a healthier investment culture in the UK, focusing on long-term wealth growth.

 

Key Differences in Recommendations:

  • BSA (Andrew Gall): Primarily focuses on maintaining Cash ISAs as a safe, accessible tool for savers, especially those with lower incomes. Instead, he advocates for public education on investing, but not necessarily changing the current structure of ISAs.
  • AIC (Richard Stone): Pushes for structural reform by merging Cash ISAs with Stocks & Shares ISAs into a single investment-focused ISA, and advocates for lower contribution limits for cash-only providers to encourage investment.

Both sides emphasise the importance of educating savers about the benefits of investing, but the BSA is more conservative, aiming to preserve Cash ISAs, while the AIC seeks to change the ISA regime to focus more on investment options.

 

Notes to editors

You are welcome to use part or all of this press release, so long as we are sufficiently sourced. We would appreciate a link back to Moneyfactscompare.co.uk.

Pioneering financial comparison technology for over 35 years, Moneyfacts Group plc is the UK’s leading provider of retail financial product data. Used by virtually every bank and building society in the UK, and supplied to the Bank of England, Financial Conduct Authority, Financial Ombudsman Service, HM Treasury, Prudential Regulatory Authority and UK Finance.

Our expert research team monitors the thousands of mortgages, savings, credit card, personal loan, banking, life, pension and investment products in the UK.

Moneyfactscompare.co.uk is the financial product price comparison site, launched as Moneyfacts.co.uk in 2000 and rebranded to Moneyfactscompare.co.uk in 2023, which helps consumers compare thousands of financial products, including credit cards, savings, mortgages and many more. Unlike other comparison sites, Moneyfactscompare.co.uk shows whole of market data regardless of commercial bias, showing consumers a true picture of the best products based on the criteria they select.

For more information about us please see our key facts.

Broadcast

Our broadcast suite enables our finance experts to appear in-vision for television, and we regularly comment live on national and regional radio.

To arrange an interview for radio or television, please contact our press department. We have an in-house broadcast room.

 

Notes to editors

You are welcome to use part or all of this press release, so long as we are sufficiently sourced. We would appreciate a link back to Moneyfactscompare.co.uk.

Pioneering financial comparison technology for over 35 years, Moneyfacts Group plc is the UK’s leading provider of retail financial product data. Used by virtually every bank and building society in the UK, and supplied to the Bank of England, Financial Conduct Authority, Financial Ombudsman Service, HM Treasury, Prudential Regulatory Authority and UK Finance.

Our expert research team monitors the thousands of mortgages, savings, credit card, personal loan, banking, life, pension and investment products in the UK.

Moneyfactscompare.co.uk is the financial product price comparison site, launched as Moneyfacts.co.uk in 2000 and rebranded to Moneyfactscompare.co.uk in 2023, which helps consumers compare thousands of financial products, including credit cards, savings, mortgages and many more. Unlike other comparison sites, Moneyfactscompare.co.uk shows whole of market data regardless of commercial bias, showing consumers a true picture of the best products based on the criteria they select.

For more information about us please see our key facts.

Broadcast

Our broadcast suite enables our finance experts to appear in-vision for television, and we regularly comment live on national and regional radio.

To arrange an interview for radio or television, please contact our press department. We have an in-house broadcast room.

 

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