Reeves urges regulators to “relax” and support new “tell West German” style campaigns to enhance ownership of UK shares
Prime Minister Rachel Reeves called on financial regulators to take a more pragmatic, growth-driven approach to oversight, unveiling a package of reforms aimed at freeing investment and bringing millions of British people into the stock market.
Speaking to 350 business leaders at a luxury house dinner, Reeves promised that she claimed she was acting like “a boot on the neck of a business” while launching a nationwide advertising campaign aimed at reinspiring mass retail investments to inspire the iconic 1980s spirit “Tell Sid” the privatised drive.
Funded by 15 leading city companies, the advertising campaign aims to save currently holding low-interest accounts for 2.9 million UK adults, urging them to consider investing in stocks and funds to provide potentially higher returns. The campaign will be conducted along with the introduction of new “targeted support” measures, allowing companies to guide new investors without a comprehensive financial inspection.
“For a long time, we’ve invested in too negative light – Quick declares risks, but no rewards,” Reeves said. “It’s time to change.”
Companies involved include Barclays, NATWEST, HSBC, LLOYDS, AJ BELL, HARGREAVES LANSDOWN, VANGUARD, and platforms such as Robinhood UK and Trading.
Reeves also used her luxury home platform to announce the reconsideration of several financial crisis rules, including mitigating some of the bank’s capital requirements, relaxing the framework for senior manager responsibility, and reviewing the powers of financial oween pleaders’ services.
Treasury officials hinted that a more flexible warning label on investment products could be part of the reform, especially to eliminate deterrence from women and first-time investors.
After the reform, it has been recently speculated that Reeves may curb the cash ISA’s tax-free allowance to push savers toward stocks and shared products. These plans have now been put on hold instead of positive incentives, not restrictions.
Another key measure will allow long-term asset funds (LTAFs) – vehicles investing in liquid assets such as infrastructure and private equity, including for the first time in stocks and equity ISAs, giving average investors access to opportunities previously available only to institutions.
Paul Joyce, partner at LAVA Consulting Partner, called it a “pragmatic reset” in the financial services sector: “It’s a welcome transition from a decade of defensive regulations. It’s an opportunity to create a good investment, growth and employment circle, especially with international capital seeking a European home.”
Robin Anderson, head of product management at Tribe Payments, added: “Reeves’ “Luxury” speech marks the real key to the move from policy posture to practical action. Faster regulatory decisions and clearer frameworks are essential to fintech technologies like we hope to quickly launch new financial solutions.”
He also praised the government’s recognition of innovation outside London, noting that “fintech is not stopping on the M25”, and unlocking regional growth is crucial for the long-term competitiveness of the UK.
Although these measures are designed to make investments more accessible, Reeves acknowledged that care must be taken not to undermine investors’ protection. The Finance Minister said the new target support framework (which will be launched in time for the 2026/27 ISA season) will be strictly regulated and aimed at helping savers take the first step with confidence.
With the cash ISA currently at about 1%, stocks have returned an average of 9% over the past decade, Treasury data shows that there is huge potential for transferring dormant capital to productive investments, while also driving economic growth in the UK.
As one official said: “It’s not about being cautious about the wind, but about putting the opportunity back on the table.”
