Since August 2013, we have undertaken a quarterly survey of the UK public to learn more about attitudes to saving.

At True Potential we’re leading one of the largest campaigns in the UK into what we call the ‘Saving’s Gap’. This has seen us survey over 22,000 people since August 2013 to learn more about their attitudes to saving. From this we found that only a minority of savers will have enough funds for a comfortable retirement, by their own definition.

This shortfall in savings is what we call the ‘Savings Gap’ and we’re making it our mission to close it.

We have identified three areas that form the Savings Gap

Choose an area that forms the Saving Gap.

Technology has become part of our everyday lives – something we can longer go without. And with the evolution of smartphones, tablets and apps it only makes sense that we have this same access to our finances. With True Potential Investor, clients have 24/7 access to their investments online and by app.

As one of the fastest growing financial technology firms in the UK, we are passionate about delivering simple but effective technology-driven solutions, which is why we came up with impulseSave®, our world-first technology that allows you to top up your investment from as little as £1.

In 2014 we partnered with the Open University to create the True Potential Centre for the Public Understanding of Finance. This partnership has led to the creation of three free personal finance courses available to anyone who wishes to begin or improve their financial knowledge. The courses have proven to be immensely popular with more than 100,000 people registering. The courses in the suite are Managing My Money, Managing My Investments and Managing My Financial Journey.

Savers need simpler savings and investment products. We have long made this case in Westminster and were happy to see the introduction of the lifetime ISA, which offers subsidised routes to saving for both first time home buyers and those saving for retirement, are in line with what we have been campaigning for.

Although the ISA allowance is set to rise to £20,000 in 2017, there is still more we can do. We believe the ISA cap should increase to £25,000 per year and that pensions need to be simpler, more transparent and more accessible. We’re therefore campaigning for a ban on pension exit fees and a cap on Annual Management Charges.


Top up

The average month
contribution in to pension
post in Q2 = £474


34% of 25 to 44-year-olds
said they plan to work longer
to build a bigger pension

Saved nothing

39% of people saved
nothing during this quarter

Up Arrows

27% of people are looking
at investment rather than
cash deposit accounts
following the rate cut


Tackling the Savings Gap is an ongoing and long-term project to change the way the UK approaches saving and investment. Our results show there must be a fundamental shift in attitudes to saving if Britons are to live comfortably in retirement. Our campaign to tackle the UK’s Savings Gap continues and we will produce further surveys each quarter to monitor the results. We will keep campaigning at Westminster for better savings products and simpler regulations. Only a joined-up strategy stands any chance of solving the problem and there is not a moment to waste.


Click the icons to download a survey

With investing, your capital is at risk. Investments can fluctuate in value and you may get back less than you invest.