Vanguard’s targeted support service goes live for first time investors

Vanguard announces the launch of a new “targeted support” service, aimed at helping people take their first step into investing.

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Available via Vanguard’s online UK Personal Investor platform, the service provides first time investors with straightforward guidance and investment recommendations, at no additional cost.

Liz Waldron, head of client experience and product, said:

“We know that many savers lack confidence when it comes to investing. Around 70% say they don’t feel confident in their investment knowledge and nearly two thirds (58%) say they feel unsure about how to get started¹. For many, investing feels complex, time-consuming or simply too risky, and we see those concerns play out in practice, with one in five people dropping out of our ISA journey when asked to choose an investment².

“Our targeted support service is designed to remove some of those barriers by helping people take the first step with confidence. It provides clear, simple investment suggestions based on a person’s circumstances. To help people better understand concepts such as long-term investing and the power of compounding, we’ve also deliberately incorporated “learning moments” throughout the journey. We believe confidence comes from understanding, and we want people to leave the experience feeling not only supported in their decision, but more informed and empowered about investing for their future.”

The Vanguard ‘targeted support’ service

The service is available, at no additional cost to new clients, via Vanguard’s UK Personal Investor Platform.Clients are guided through a small number of questions to get a picture of their individual circumstances. This includes their investment goal, time horizon (or age and expected retirement age for pensions), and their attitude to risk (for ISA investments).

Based on these answers, the service identifies the most suitable account type, whether that’s an ISA for general investing or a SIPP for those focused on retirement.

Clients are then provided with a clear investment suggestion aligned to their goal. For ISA investors, this includes a LifeStrategy fund, while those saving for retirement will be guided towards a Target Retirement fund.

The aim is to remove one of the biggest barriers to getting started – choosing an investment – by offering simple, relevant suggestions that give people the confidence to take the next step.

The service has been built to feel intuitive, simple and reassuring. A series of “learning moments” are included as part of the process to help build knowledge and confidence, ensuring people feel informed about whatever path they choose.

How targeted support can help savers become investors

Across the UK, Vanguard estimates that £218 billion is held in cash beyond what is typically needed for day-to-day spending and emergency savings. Yet many people remain on the sidelines when it comes to investing. Vanguard’s inaugural British Money Mindset report found that a lack of confidence is preventing many non-investors from getting started, despite nearly seven in ten (68%) planning to invest in the near future – a figure that rises to 91% among Gen Z savers³.

At the same time, access to guidance is limited. The FCA estimates that only around 9% of people receive regulated financial advice, leaving many without support. Targeted support aims to address both challenges by giving people clearer, more relevant help to build confidence and take their first steps towards investing.