- More than a third (35%) of people in Edinburgh are ‘investment curious’ but yet to take their first step
- Almost three-quarters (67%) of Edinburgh locals grew up in households where investing wasn’t talked about
- NatWest launches new confidence building campaign with consumer finance champion Angellica Bell to help would-be first time investors take their first step
A study of 5,000 UK adults from NatWest has found that 67% of Edinburgh locals grew up in households where investing was never talked about.
However, despite this, more than a third (35%) of people in Edinburgh are ‘investment curious’ but are yet to take their first step, with hesitation to invest driven by fear of making a mistake (33%) and a desire for better understanding of investing (20%). The research also shows that locals feels they need to hit certain milestones before getting started as over a quarter (30%) say they wouldn’t consider investing until they had at least £10,000 in savings.
This “readiness barrier” is preventing many people from taking that first step, with almost three quarters (67%) of Edinburgh residents are not currently investing outside of workplace pensions*.
Practical support could help close the gap. One in five (20%) of residents state that having a better understanding would have helped them to feel more ready to invest, the most commonly listed response. Locally, more than one in three (37%) of residents would be the first in their family to invest if they were to take their first step.
NatWest commissioned the research to support a new campaign aimed at helping people tackle the confidence barriers that can make investing feel out of reach. Developed in partnership with TV presenter and consumer finance expert Angellica Bell, it launches amid a developing national conversation around how to encourage more people to invest.
This includes the recent launch of the government backed “Invest for the Future” initiative which aims to make investing feel more accessible to everyday savers and the introduction of Targeted Support, designed to help banks give customers more meaningful guidance on investing.
Aroma Khan, NatWest Investment Expert, said: “At a time when many people are carefully managing their money and thinking hard about their financial priorities, we understand that investing may not feel like the right step for everyone.
“But for those who are in a position to save, investing can still feel out of reach, either because it was never talked about growing up or because it seems like you need a certain level of knowledge or money to get started.
“That’s why we’ve launched this campaign: to help break down those perceptions and support people in understanding whether investing is right for them, at a pace that works for them.
“We want to help more people feel confident enough to explore that first step, if and when they’re ready. In reality, it’s often about starting small, for example through something like a Stocks and Shares ISA, building understanding over time and recognising that you don’t have to have everything figured out from day one.
“By making investing feel more accessible and achievable, we hope to support people in turning that initial curiosity into informed action.”
To help people take that first step, NatWest has partnered with TV presenter, consumer finance expert and NatWest customer Angellica Bell to challenge common misconceptions about investing for the first time.
Angellica Bell said: “People often assume investing is something you need to have all figured out before you start, that you need the right salary, the right amount saved, or the right moment. But that’s rarely how anything in life actually works.
“I’ve learned that in plenty of situations myself. Whether it was moving into a new role or picking up new skills later in life, the confidence came from doing it, not from waiting until everything felt perfectly in place. Investing doesn’t have to be different. A small step is still a meaningful step, and you build from there.”
Angellica Bell’s advice for those considering investing for the first time:
- Accept that nerves are natural – If it feels daunting, that doesn’t mean it’s a bad thing, it’s just what doing something new feels like. Confidence usually follows the first step, not the other way around.
- Stop waiting for the perfect moment – There’s always another milestone to hit, but the research shows that regret about not starting sooner is highest among people in their 30s and 40s. Start when you can, even a small step, and build from there.
- Focus on the ‘why’ – Make it real: what are you investing for? A clear goal turns a scary step into a purposeful one. Keep it practical, start with an amount you’re comfortable with, and learn as you go.
- Challenge the ‘not for me’ narrative – Everyone starts as a beginner. Investing isn’t for a certain type of person, it’s simply a way to build long‑term security and open up more choices later.
- Start smaller than you think you need to – Most people overestimate what it takes to begin. A small first step is still a first step, and it’s one more than you’ve taken before.
Find out more about investing with NatWest and how to get started with a Stocks & Shares ISA:
https://www.natwest.com/investments/stocks-and-shares-isa.html