• Titan Wealth research shows stocks and shares ISAs would be first choice for spare cash
• But more evidence on how stocks outperform and better access to financial advice are crucial

16 July 2025 - Investors would put more money into stocks and shares ISAs if the current ISA regime is reformed to limit the tax-free amount that can go into cash each year - but more education and support is needed for consumers, new research* from Titan Wealth shows.

The nationwide study found that 40% would increase their allocation to stocks and shares ISAs if the annual tax-free cash ISA limits were reduced to £10,000. This figure rises to 47% among those with £100,000 to £250,000, and to 54% among those with over £250,000 in investible assets.

Following a reduction in cash ISA limits, the next most popular destination for surplus funds would be instant access savings accounts, chosen by 32% of respondents. Only 6% said they would spend the extra money, while 21% would leave it in their current account.

However, the study found education and advice to be crucial to convince investors to put money into the stock market – and they would like to see tax incentives too.

More than a quarter of respondents (28%) said they would be more inclined to invest in equities if there were clearer evidence of long-term outperformance. Meanwhile, 25% expressed a need for better access to financial advice.

More than a fifth (21%) said removing stamp duty on UK shares would encourage them to invest more while nearly a third (32%) supported cuts to dividend tax and Capital Gains Tax as a way to boost stock market investment.

This research comes as the Government announces continued engagement on reforms to the ISA aimed at boosting stock market investment in general and UK companies in particular. Among the initial proposed changes is a reduction in the annual cash ISA allowance to £10,000, or potentially even lower.

Todd Rowlands, Deputy Chief Executive Officer at Titan Wealth Planning, said:

“The Government is continuing to consider reforms to the cash ISA. Our research suggests that changing the limits on tax-free cash ISA allowances may encourage more investors to allocate funds into stocks and shares, which in turn supports UK businesses and the broader economy.

It is clear however that there is an education and advice job to be done as even among investors with higher amounts of investible assets, there is a need to convince them of the benefits of stock market investing, whilst always being mindful that equity investing isn’t ever risk free.

There remains a significant need for education and advice-led financial planning - even among wealthier investors - about the long-term benefits of stock market investing. Many still default to cash, viewing it as the safer, risk-free option. But being overly reliant on cash can come at a cost, especially when it means missing out on the stronger long-term returns that the stock market typically offers.

With interest rates on cash savings likely to decline as the Bank of England lowers the base rate, the case for diversifying into equities becomes even more compelling."

Titan Wealth’s research reveals that nearly a third (32%) of investors in the UK hold their wealth in cash. This proportion increases to 37% among those with assets between £100,000 and £250,000, before dipping slightly to 30% for those with over £250,000.

The study also found that, on average, 32% of these cash holdings are earmarked for emergencies or short-term needs. The main reason for holding cash is peace of mind, selected by 57% of respondents. Meanwhile, 38% pointed to the attractive interest rates currently available, and 32% expressed concerns about stock market volatility.

* Opinium Research interviewed 1,000 UK adults with investible assets in the period between 03 July 2025 and 07 July 2025 to understand some of the factors that drive people to decide to invest in cash or equities.

Please Note

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