A significant shift in personal saving habits that could influence how employers think about financial wellbeing benefits has been identified by Scottish Friendly.
In the second quarter of 2025, contributions to new stocks and shares ISAs rose by 13 percent, with the strongest growth coming from groups who may need targeted workplace support, such as specific benefits, resources, or initiatives.
Data from the mutual life and investments organisation showed that women increased their initial investments by 15 percent, outpacing the 11 percent rise among men.
Workers aged 50 plus increased contributions by 22 percent, and parents stepped up savings into Junior ISAs, increasing opening contributions by 12 percent.
Women, over-50s, and parents might need more targeted employer support because these groups often face unique financial pressures that can affect their ability to save consistently, even if, as the data shows, they are currently boosting ISA contributions.
Regionally, the Northwest led the trend with a 30 percent jump in ISA contributions, followed by the Southwest (19 percent) and East Midlands (17 percent). Younger investors aged 18–34 saw more modest growth of 5 percent, suggesting an ongoing need to encourage saving in early career stages.
The findings are a reminder that employees’ financial priorities are shifting towards long-term resilience, even amid ongoing economic uncertainty.
Scottish Friendly’s savings specialist Kevin Brown said: “In today’s uncertain economic climate, many savers are clearly prioritising building a more secure financial future. ISAs remain one of the most accessible and tax-efficient options for people looking to grow their savings steadily over time.
“The strong growth in initial investments – especially among women and older investors – shows a determined effort to make the most of these allowances despite wider challenges. It’s also encouraging to see parents increasing their contributions to Junior ISAs, signalling a forward-looking approach to family financial planning.”
