Flagstone – where savings never sleep.
£1tn in UK cash is ‘sleeping’ in low-interest savings accounts, meaning millions of savers are earning half the interest they could. That’s why we’ve launched our new campaign, Sleeping Savings’ – to wake up the nation’s cash. One pound at a time.
The campaign spans TV, social media, and out-of-home – all featuring a ‘sleeping savings character’ made entirely of bank notes. The character is a playful take on Flagstone’s purpose: to help every saver make more of their money.
A monument to a monumental problem
To raise awareness of the UK’s sleeping savings, we’ve constructed an eight-metre ‘giant’ in Canary Wharf.
Comprised of 2,000 imitation bank notes, and measuring over eight metres in length, the sculpture calls on millions of savers to wake up their cash.
The scale of the UK’s sleeping savings
Awakenings can be slow or sudden. These statistics call for urgency.
£1.3tn
in UK savings earns half the interest it could. That’s a lot of languishing cash.
43%
of savers know they need to wake up their savings, but don’t know how.
12%
of savers never check in on their savings, or only do so rarely.
Sources: Bank of England credit data January 2025, OnePoll.com savers research 2025
Time to wake up your savings?
Flagstone’s ‘Sleeping Savings’ campaign calls on every UK saver to wake up their cash.
- The TV campaign - Follow three savers whose cash has got a touch too comfortable.
- The station takeover - We’re waking up the UK’s savings – beginning with Canary Wharf.
- The saver persona quiz - Strong saving takes self-awareness. Find out which sort of saver you are.
Sleeping savings on the airwaves
We’ve taken the campaign nationwide with a series of three TV adverts. Each tells the story of a saver whose cash has got a touch too comfortable.
Featuring a far smaller (though no less lazy) version of our Canary Wharf sculpture, the Sleeping Savings TV campaign is coming to a small screen near you.
Canary Wharf station takeover
Canary Wharf’s skyscrapers are synonymous with the UK’s finances. So where better to raise awareness of the nation’s sleeping savings?
For one week in March, our campaign adorned the station’s ever corner. The key message was unmissable: It’s time to wake up the country’s cash.
What type of saver are you?
No two savers are the same. Everyone has their own attitudes to cash, and their own approaches to managing it.
That said, we’ve identified five distinct saver ‘personas’. Use this quiz to find out which you are, and understand how you can better protect and grow your cash.
Discover the Flagstone Savings Academy
Five one-minute video explainers, designed to help you effortlessly wake up your savings.
Wake up your savings
Join Flagstone and spread your savings between hundreds of high-interest accounts. All in one platform, with one password. See what your cash could become today.