A new initiative in the UK allows banks and financial institutions to offer free financial advice on investments and pensions, targeting around 7 million adults with £10,000 or more in cash savings. Launched by the Financial Conduct Authority (FCA), this 'targeted support' service aims to bridge the gap between general guidance and costly financial advice. Companies will suggest investment options based on typical customer circumstances, without charging fees or commissions. Major players like Quilter and Royal London are among the first to participate, while others, such as Barclays, are planning to join. The FCA hopes this initiative will boost confidence in investing, as the UK has the lowest level of retail investment among G7 nations, potentially limiting capital for businesses. The government is also promoting a culture of retail investing through campaigns like Savvy Squirrel, aimed at encouraging cautious savers to explore investment options. While investing carries risks, the FCA emphasizes the importance of making informed decisions to avoid the erosion of cash savings due to inflation.