A coalition of financial services firms has launched Billions 4 Millions, a campaign aiming to reunite UK consumers with lost, forgotten or unclaimed assets.
The initiative is led by Gretel, a platform for tracing lost assets, with founding participants including Aviva, Janus Henderson Investors and Rathbones Asset Management. Additional firms from pensions, banking, life insurance, investments and the mutual sector are expected to join.
According to Gretel, £89 billion in assets remains unclaimed in the UK, including unclaimed junior investment accounts, forgotten investments and long-lost pension policies. The campaign is intended to raise awareness and provide a shared framework for firms to help consumers locate these assets.
Participating organisations plan to support initiatives such as consumer education and reporting on the campaign’s outcomes.
Gretel founder Duncan Stevens says: “This is not about any one company. Billions 4 Millions is about the financial services industry stepping forward together to address a problem that affects millions of people. Lost, forgotten and unclaimed assets exist across the system, and solving it meaningfully requires collaboration across the sector. We believe a collective approach gives us the best chance of returning real money to real people at scale.”
Aviva customer reconnections manager Tony Carnell says: “We’re proud to be a founding partner of the Billions 4 Millions campaign. Helping people recover their lost or forgotten money is one of the most meaningful ways we can support financial wellbeing. At Aviva, reconnecting customers with lost policies and savings is already a key part of how we deliver on our responsibilities and build long-term trust. Billions 4 Millions creates a unified, industry-wide effort to amplify that work and ensure more people are reunited with the assets that belong to them.”
Janus Henderson Investors head of transfer agency Alex Wheeler says: “Reconnecting clients with their money is an important part of delivering good client outcomes, and for us, clients come first, always. Billions 4 Millions aligns closely with our ongoing work in this area and with our mission of investing in a brighter future together. It provides a valuable opportunity for the industry to come together to increase awareness and accelerate progress at scale.”
Rathbones Asset Management head of transfer agency Craig Santangeli says: “Billions 4 Millions tackles a real consumer issue. We’re pleased to support a collective effort that strengthens financial resilience and delivers clear benefits for individuals.”