Money talk is becoming part of family life, from the kitchen table to the school run

From Junior ISAs to regular investing, new research from interactive investor suggests parents are taking a closer look at how they prepare financially for their children’s future.

By Mumsnet HQ | Last updated Aug 28, 2026

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Money can be a tricky subject to talk about, but it’s increasingly part of family life. New research* from interactive investor (ii) found that 72% of investing parents look at what other families are doing when thinking about how to build financial resilience for their children.

That means comparing savings accounts, Junior ISAs and regular investing habits, as well as taking a broader look at how financially prepared the family is. Swapping notes can be useful, but what works for the family at the school gates won’t necessarily work for yours. Budgets and priorities vary, so the best approach is one that’s affordable enough to stick with.

Almost half (48%) of parents review options such as Junior ISAs when planning for their children’s future, while 37% focus on getting good value. Fees and tax-efficient investing matter too, because costs can eat into long-term returns. The details aren’t thrilling, admittedly, but small differences can add up over the years.

interactive investor says ii Family is designed to keep investing simple and cost-effective. Eligible customers can add family members at no extra monthly cost, helping households manage investments while keeping charges clear and under control.

Find out more about ii Family

Methodology

Research conducted by Censuswide among a nationally representative sample of 1,000 UK adults aged 18+, including 830 parents, who hold investment products including Stocks & Shares ISAs with a balance of at least £20,000. Data was collected between 16 and 20 January 2026. Censuswide abides by and employs members of the Market Research Society, follows the MRS code of conduct and ESOMAR principles and is a member of the British Polling Council.

Capital at risk. Please remember, investment values can go up or down and you could get back less than you invest. If you’re in any doubt about the suitability of a Stocks & Shares ISA, you should seek independent financial advice. The tax treatment of this product depends on your individual circumstances and may change in future. If you are uncertain about the tax treatment of the product you should contact HMRC or seek independent tax advice.