Vanguard goes live with targeted support service

Vanguard has today (27 July) announced the launch of its new targeted support service for customers, aimed at helping people take their first step into investing.

The firm received regulatory approval to offer targeted support in April 2026.

Available via Vanguard’s online UK personal investor platform, the service provides first-time investors with straightforward guidance and investment recommendations, at no additional cost.

Clients are guided through a small number of questions to get a picture of their individual circumstances. This includes their investment goal, time horizon and their attitude to risk.

Based on these answers, the service identifies the most suitable account type, whether that’s an Isa for general investing or a Sipp for those focused on retirement.

Clients are then provided with a clear investment suggestion aligned to their goal. For Isa investors, this includes a LifeStrategy fund, while those saving for retirement will be guided towards a Target Retirement fund.

FCA approves Vanguard’s targeted support push

Vanguard head of client experience and product Liz Waldron said: “We know that many savers lack confidence when it comes to investing.

“Around 70% say they don’t feel confident in their investment knowledge and nearly two thirds (58%) say they feel unsure about how to get started.

“For many, investing feels complex, time-consuming or simply too risky, and we see those concerns play out in practice, with one in five people dropping out of our Isa journey when asked to choose an investment.”

Waldron continued: “Our targeted support service is designed to remove some of those barriers by helping people take the first step with confidence. It provides clear, simple investment suggestions based on a person’s circumstances.

“To help people better understand concepts such as long-term investing and the power of compounding, we’ve also deliberately incorporated ‘learning moments’ throughout the journey.

“We believe confidence comes from understanding, and we want people to leave the experience feeling not only supported in their decision, but more informed and empowered about investing for their future.”