Survey for the US trading app’s UK arm suggests inflation is rising up the agenda for savers, but familiarity with non-cash ISAs remains limited
Britons believe they need a median of £8,764 held separately in cash before opening a Stocks and Shares individual savings account, with almost one in five thinking they need £20,000, according to research commissioned by Robinhood.
Robinhood said the findings came as the landscape for ISAs “is shifting”, with recent Budget announcements reflecting “careful policymaking aimed at improving the effectiveness of ISAs while preserving the features consumers trust”.
The US trading app said the research explored UK attitudes to ISAs, long-term saving and investing for individuals and their families and polled 3,311 people.
Robinhood UK recently launched its first Stocks and Shares ISA, offering zero account fees, low foreign exchange fees and a 2% cash bonus on eligible contributions until 5 April 2026, subject to terms and conditions.
The company said the research pointed to a consistent theme in consumer preferences, with people valuing security and accessibility while also wanting their money to retain purchasing power and, over time, grow.
Respondents’ priorities reflected that tension, Robinhood said, with 32% saying their top priority was ensuring savings keep pace with or outgrow inflation, while 30% prioritised the potential for growth.
Only 17% of respondents said minimising the risk of losing money was a defining feature of where to save, Robinhood said.
Robinhood said interest in a Cash ISA dropped sharply when respondents were shown how inflation erodes the real value of cash, with more than a third of those initially interested losing interest after seeing the illustration.
The research also suggested a gap in understanding between cash savings and investment-based products, with 49% of respondents saying they knew at least a little about how Stocks and Shares ISAs work.
Familiarity fell to 36% for the Lifetime ISA, Robinhood said, while 9% of respondents claimed any familiarity with the Innovative Finance ISA and 2% said they understood it well.
Jordan Sinclair, president of Robinhood UK, said: “Too often, investing is seen as a reward for wealth rather than a way to build it.”
Sinclair added: “There is a clear opportunity to challenge this perception and increase awareness of the role investing can play in creating financial freedom.”
“This is not about moving away from saving, but about empowering UK consumers to make clearer choices across assets so their money works harder for them,” Sinclair said.
