Parents continue doing it for the kids according to Scottish Friendly’s Investor Index

  • Latest data shows new ISA sales up 5% in Q4 2025, compared to a spike in new JISA openings with a 19% increase on the previous quarter

Parents opened nearly four times as many new stocks and shares Junior ISAs (JISAs) than ISAs in Q4 2025, according to Scottish Friendly. The modern mutual’s latest customer data shows that quarter on quarter, JISAs saw a 19% increase in new policies being opened. Meanwhile, new openings for ISAs were up 5% quarter on quarter. In addition, parents in Greater London, the Northeast, and the Northwest increased the opening contribution amounts by 8%, 8%, and 5% respectively. Across the UK, opening contributions have gone up by 2%.

New policy value JISA savings index by region

Changes from 2019 Q1 to Previous Quarter

  • East Midlands 12% -4%

  • East of England -7% 0%

  • Greater London 23% 8%

  • Northeast 4% 8%

  • Northwest 52% 5%

  • Scotland 13% 0%

  • Southeast 22% 2%

  • Southwest 20% 4%

  • Wales 24% -7%

  • West Midlands -15% -2%

  • UK (average of regions) 14% 2%

This came against a backdrop of continued cost-of-living pressures in late 2025, when UK households were still grappling with elevated inflation and rising everyday expenses. Despite dipping lower in January this year, annual inflation stood at 3.6% in December 2025, edging up from 3.5% in November, with monthly price growth also accelerating to 0.4% Despite these pressures, many parents continued to prioritise long-term financial planning for their children, even as their own disposable income remained under pressure.

Commenting on the data, Scottish Friendly savings specialist, Kevin Brown, said: “It is hugely encouraging to see parents prioritise the future financial resilience of their children in this way. It cannot be overstated how much of a difference it can make starting early. In fact, the earlier the

better when it comes to ensuring your child gets to benefit from compound growth, and potentially over a full 18 years. The fourth quarter of 2025 saw persistent inflation pressures but with January’s data suggesting that may be easing, the hope is that prioritising children’s savings will be easier for many households. “Even small contributions can add up to something meaningful. That’s why we continue to call on MPs to consider changing the current rules so that close family members, in particular grandparents, can open a JISA on a child’s behalf. Removing the rule that restricts it to just parents and legal guardians could be transformational in helping build a nest egg. Giving grandparents the ability to help set up these accounts would likely mean even more children could benefit fully from long-term investing from the very start of their lives.”