Get Invested — Closing the UK's Investor Education Gap

The Thesis

The UK has a £3.5 trillion investing gap, 22.5 million adults who don't understand their pensions, and a financial education market that's fragmented between institutional guidance nobody engages with, broker content that serves the broker, and a creator economy that's a fraction of its US equivalent.

No single organisation can close this gap alone:

• The exchange can provide the infrastructure but can't reach retail investors directly.
• Data platforms can inform but need a reason for people to care.
• Primary market access exists but most people don't know it's available to them.
• Advocacy groups can lobby but can't reach millions.

That brand is Get Invested. Born as a public awareness campaign on the London Underground, it could evolve into the UK's investor education infrastructure — a collaboration between Ticker (the UK financial data and media platform), ShareSoc (the UK Individual Shareholders' Society), RetailBook (the primary market access platform), and the London Stock Exchange.

Independent validation

The Social Market Foundation's November 2025 report, A Nation of Small Investors, independently confirms the scale of the problem — and recommends solutions that map directly onto the Get Invested proposition.

• The knowledge gap is the #1 barrier. 54% of non-advised adults with £10,000+ in cash savings have never even considered investing. Consumers estimate a 25%+ chance of losing money over 10 years in a Stocks & Shares ISA — the actual FTSE 100 historical probability was 3.5%.
• The advice gap is widening. Financial advice costs ~£150/hour. Only 26% of IFAs will take clients with less than £50,000 — down from 52% in 2019. Free, accessible education isn't just nice to have; it's the only way to reach the majority.
• People are already using AI for financial guidance. 40% of UK adults have used AI for financial advice. The SMF recommends a publicly regulated AI tool for financial guidance — precisely what TickerGPT could deliver within Get Invested.
• Employer delivery is a policy priority. The SMF recommends "Financial MOTs" covering investment guidance for all workers starting a new job — validating Get Invested's corporate financial wellbeing channel as aligned with national policy direction.

The Joint Venture Model

The Get Invested ecosystem — connecting partners around a shared mission

Who brings what

Why this works

Everyone benefits from more retail participation. The UK's low investing participation rate is bad for the entire capital markets ecosystem. The LSE wants more retail liquidity. RetailBook wants more investors participating in IPOs and bond offerings. Ticker wants more people engaging with market data. ShareSoc wants more individual shareholders. A joint education initiative that grows the overall market benefits every participant. It's pre-competitive.

The value chain is complete. Ticker provides the content and data layer. RetailBook provides the action layer — when learners are ready to invest, they can access IPOs, bonds, and new issues through RetailBook's connections to every major UK broker platform. The LSE provides the market infrastructure. ShareSoc ensures the whole thing serves the investor, not the industry.

Get Invested is the neutral brand. Owned by Ticker but editorially independent. Not a broker. Not a regulator. Not a government body. A campaign brand that stands for the investor — with the credibility to compare platforms, explain products, and call things as they are.

ShareSoc is the trust anchor. The SMF report warns explicitly that industry-funded financial education campaigns risk being dismissed as self-serving. This is why ShareSoc's involvement is not optional — it's structural. As a not-for-profit investor advocacy body with no commercial interest in which platform you choose or how much you invest, ShareSoc's presence signals that Get Invested serves investors, not the industry. Every piece of content, every recommendation, every partnership carries more weight because an independent body with a mandate to protect individual shareholders is at the table.

The Platform

The heart of Get Invested is a free, UK-focused investing education platform — think Investopedia's comprehensiveness meets Duolingo's engagement model, built on Ticker's data infrastructure and specifically for the UK market.

Platform homepage — free learning pathways with live market data integration

How it works

• Free core education — all ISA, pension, tax, and investing fundamentals are free. No paywall on foundational knowledge.
• Structured pathways — not a content dump. Guided journeys from "what is an ISA?" through to portfolio construction, each calibrated to the learner's life stage.
• Live market data — powered by Ticker's LSE data feed and FactSet integration. Learn about index funds while seeing real FTSE 100 data. Understand gilts with live yield curves. Education grounded in reality, not textbook abstractions.
• AI-assisted learning — TickerGPT integrated as a learning companion. Ask questions about any concept, get plain-English explanations grounded in real market data. Like having a knowledgeable friend who never judges.
• Primary market access — through RetailBook's infrastructure, learners who complete relevant modules can participate in IPOs, bond offerings, and equity placings via their existing broker. Education meets action.
• Progress and achievement — module completion, streaks, and milestones. Not gamified to the point of trivialisation — these are serious financial decisions — but enough structure to maintain momentum.

Learning dashboard — tracking progress across the curriculum

Mobile — lessons on the go

The action layer

The platform doesn't just educate — it connects learning to action. At key moments in the curriculum, learners see contextual prompts:

• "Ready to open your first Stocks & Shares ISA?" → impartial comparison of broker platforms, powered by RetailBook's connections to HL, AJ Bell, interactive investor, and others.
• "Interested in participating in an IPO?" → RetailBook's primary market access, explained and accessible through the learner's existing broker account.
• "Want to understand gilts?" → live gilt yield data from Ticker, with a direct path to buying gilt ETFs or individual gilts.
• "Want to check your pension forecast?" → link to the government's Pension Tracing Service + SIPP comparison.

This is where the revenue model lives. The education is free; the action is monetised through RetailBook deal flow, broker referrals, and data services — transparently disclosed, always impartial.

Delivery Channels

The platform is the hub, but the content reaches audiences through six distinct channels.

The Fixed Income Case

One of the clearest content gaps — and one of the most urgent for over-55s — is fixed income education. The numbers tell a striking story.

Why fixed income matters for Get Invested

Fixed income is the missing middle of UK investor education. Most content focuses on either cash savings or equity investing. Bonds — gilts, corporate bonds, bond funds — sit in between and are barely covered by UK creators or platforms.

• The demographic imperative: 22+ million people aged 50+ in England need income solutions. DB pensions are disappearing. £70.9 billion was withdrawn from pensions in 2024/25 alone. These people need to understand bonds.
• The income argument: FTSE 100 dividend yield has fallen below 3%. Corporate bonds yield 5–6%. During COVID, aggregate FTSE dividends were cut 44% — bond coupons were paid without interruption. For retirement income, the reliability case is overwhelming.
• The Cash ISA opportunity: Cash ISA subscriptions hit £69.5 billion in 2023/24 — a 13-year high. 60% of Cash ISA holders say they could be persuaded to move to Stocks & Shares ISAs. Bond funds inside an ISA wrapper could be the natural stepping stone.
• Bond ETF accessibility: UK-listed fixed income ETFs now hold £225 billion in assets. Gilt ETFs cost as little as 0.07% TER. The products exist — the education doesn't.

Sample fixed income learning pathway

This pathway alone could serve millions of over-55s currently sitting in cash or relying entirely on equity income — and it barely exists anywhere in the UK content landscape today.

Sample Curriculum

The full Get Invested curriculum spans four pillars, each with a distinct audience and content style. Fixed income sits within the Building and Optimising pillars, and features prominently in the Life Events pathway for those approaching retirement.

Revenue Model

The model follows a simple principle: education is always free; action is monetised. Revenue comes from what happens after someone learns — when they're ready to open an ISA, start a pension, or buy their first fund.

Revenue streams in detail

• Broker & RetailBook referral fees (30%) — when a learner opens an ISA or SIPP through the platform's comparison tool, or participates in an IPO or bond offering through RetailBook, the platform earns a referral fee. All options shown impartially; commission structures disclosed to users.
• Corporate financial wellbeing licensing (25%) — white-label education programmes for employers. Annual licensing fee per employee. Pension engagement modules. Financial wellbeing as a benefit.
• Ticker TV ad revenue & sponsorships (20%) — finance is the highest-RPM niche on YouTube ($10–$25). Ticker TV already produces market content; Get Invested extends this into education at scale. Sponsorships from listed companies, asset managers, and financial services firms.
• LSE & data partnerships (15%) — co-funded initiatives with the London Stock Exchange to promote retail participation. Data licensing revenue from Ticker's expanded consumer platform. LSE has a strategic interest in growing the retail investor base.
• Premium courses & community (10%) — advanced modules on retirement planning, tax optimisation, and portfolio construction (£50–£200). Community membership with live Q&A, portfolio discussions, and ShareSoc event access (£5–£15/month).

Roadmap