The Ethos Atlas 2025
Mapping the UK long-term savings landscape
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A unique mapping of UK consumers' financial wealth
The Ethos Atlas is a unique resource that shows the entire topography of UK consumers' on-shore savings and investments.
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The Atlas shows clearly where the largest pools of assets are, which are attracting the largest flows, which households own them, and how this has changed over time.
Unique insights from our proprietary UK wealth models
The engines that power these views are twin, linked proprietary models that we have developed and refined over 30 years in the industry – one for the demand side that quantifies consumer wealth by age and financial wealth, and another for the supply side that provides a detailed breakdown of investment wealth by product category.
These two models integrate, normalise, reconcile and bring up to date disparate public and private datasets into a single comprehensive resource that drives almost 60 pages of insights, informed by our extensive market experience.
Saving you time and money so that you
can get to insights and decisions quicker
The Ethos Atlas give you access to our decades of experience at a fraction of the cost of bespoke research or consulting engagements.
Until now, getting comparable levels of market sizing analysis has required paying a six- or even seven-figure fee to create it. And repeating this exercise annually or across different business units.
The economics of the consulting business requires that this kind of detailed modelling be done by junior analysts, often with minimal knowledge of the long-term savings sector and/or its data sources and a limited historic view of how either has evolved. New resources tend to be deployed on projects year-on-year, so clients wind up paying to bring the next generation of analysts up to speed while they reinvent the wheel.
Now, we can give you an outcome that is at least as robust and insightful – and we and our review panel believe more so – for a tiny fraction of the cost. Our models will also enable principals, directors, and partners of consulting firms to accelerate delivery of insights and recommendations to their clients as they will be starting with a robust fact base from day one vs. having to wait for staff to build one.
The underlying modelling, insight generation and writing in the Ethos Atlas has ALL been done by highly experienced strategy consultants with literally decades of experience at this analysis.
Supported by our expert review panel
The Ethos Atlas and the underlying modelling has been created with the support of an eminent expert review panel, whose feedback along the way has helped us to shape and refine both the structure and the insights.
Michele Golunska,
Managing Director, Wealth and Advice, Aviva
Michele is the MD for Aviva’s Wealth and Advice businesses, supporting its adviser and workplace customers and clients, across Go To Market and Heritage solutions. Together, these businesses help more than five million people manage their long-term savings.
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Tony Isaacs
Founder & MD, SigDiff Ltd
A hugely experienced data scientist and market researcher who specialises in helping clients make sense of data. Works across industry sectors including several major financial services clients in recent years. Founded SigDiff in 2007.​
Gareth Mee
CIO, L&G Assurance Society
Gareth oversees L&G’s $100bn investment portfolio across UK, US and Bermuda. He is a Fellow of the Institute & Faculty of Actuaries, where he has Chaired its Finance and Investment Board and chaired Working Parties publishing papers covering Procyclicality and Non-traditional Investments.
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Greg B. Davies PhD
Head of Behavioural Finance, Oxford Risk
Behavioural finance expert and pioneer in applied decision science, helping people and organisations make better decisions that last. Creator of the online course The Art of Behavioural Investing and a frequent speaker on investor behaviour and decision-making.
Strategic planning for 2026?
Make better choices, faster
Are your strategic goals rooted in a robust, common understanding of market segment sizes?
The Ethos Atlas allows you to move at pace to well-informed decision making on strategic priorities, capital allocation, segmentation, proposition design and benefits quantification – allowing you to drive growth and value much more quickly than competitors.​
Many of our financial services clients face similar issues:
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Operating within product silos that make it impossible to have a 360° view of a customer’s balance sheet
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Making the strategic mistake of focusing on competition within their own product space and not fully understanding the wider savings and investments that consumers hold – because of a lack of available data
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Missing out on opportunities by thinking their target market is larger (or smaller) than it really is
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Identifying an 'ideal' customer segment whose level of wealth and/or rate of saving doesn't allow the firm to reach its strategic goals
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Believing that a product category is growing in aggregate when in reality it is simply churning faster, while shrinking overall
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Having disparate views across the executive team of where the market opportunities are
​If you're concerned that any of these might apply to your business, there's great news: we have now packaged into the Ethos Atlas the fact base that we have developed over decades of working with clients to solve these challenges.​
Who should buy the Ethos Atlas?
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Boards and C-suite executives: whose businesses participate across multiple sectors and segments and who need a comprehensive view across the market to understand relative scale and ownership of asset stock and flows
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Private equity: as a comprehensive data source to inform investment theses, value creation plans, and acquisition/exit commercial cases
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Investment banks: as input into thematic sector reviews, company coverage, and transactions
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Management consultants and advisers: as a consistent, comprehensive source of information that accelerates delivery to clients by eliminating the need to train analysts and repeat market sizing exercises for every engagement
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Policymakers and regulators: as a resource and fact base to support consultations and reviews
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Research firms and data providers: as a complement to their databases and research
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Journalists and commentators: as a source of data and insights
What's in the box?
Supply-side:
The Ethos Market Map
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Top-down view of the £12.9 trillion held in household investments in primary & secondary property (net); pensions (defined benefit, defined contribution workplace and individual); private assets; investments; and cash
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Detailed, bottom-up decomposition by tax wrapper / product type that includes AUM (stock); flows split by new money and switching; year-on-year growth since 2019
Demand-side: The Ethos Customer Balance Sheet
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Matrix showing investable wealth pools by age band (20-34, 35-44, 45-54, 55-64 and 65+) and investable wealth band (£0-£50k, £50-£100k, £100-£200k, £200-£500k, £500k-£1m, £1-£2m and £2m+)
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Also given for each cell in the age and wealth band matrix are the number of UK households, mean investable wealth per household; and asset mix (property, DC pensions, investments, cash and private/offshore assets
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Wealth Lorenz curve analysis showing how wealth concentration has intensified, every two years from 2008-2024
...and more
New for 2025 is the Ethos Customer Income Statement:
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Income sources and scale of income flows by quintile for households aged 65+
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Non-wage income flows and average levels by income source (for all households)
​We also include insightful sidebar analyses on important relevant topics including cryptoassets and property ownership.
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Plus over 25 clear, data-rich charts and tables accompanied by almost 60 pages of detailed insights and structured commentary.
How do I buy the
Ethos Atlas?
Let's talk
To buy, or to get more information, just use the form below to send us an email enquiry. We'll reply to the email address that you give us, normally within one working day.
The 2025 Ethos Atlas costs £15k + VAT – a small fraction of what a consultancy would charge for work of this breadth, depth and robustness.
Please note that your copy of the Ethos Atlas is for use only within your own organisation. It will be uniquely coded for security and may not be re-sold or reproduced in any form without our express permission.
Included in the package is a free call with us to talk through the report's content, its development and how to get the best value from using it.
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Any questions before you buy? Of course we'd be happy to discuss those too – just click the link to contact us.
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If you need further bespoke analysis, we can discuss that too – whether it's something straightforward like re-cutting the wealth bands to align with your in-house definitions, some further deep dives into specific product areas or a complex project involving our primary research partners, let's talk.
Get in touch with us to buy or learn more
for more information or to place an order.
Download a sample
Click the button to download a sample document that includes:
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The full table of contents
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The full list of charts and tables, with a key insight from each
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The introduction, which includes more detail on the Atlas's purpose and use cases
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The names and brief biographies of our review panel
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Simply enter your email address, click the button and a link will appear for your copy.
(If your browser or firewall settings mean this doesn't work, please just email us at insights@ethospartners.co.uk and we will email you a copy instead.)