Vanguard, a pioneer of low-cost investing since 1975, launched direct to UK consumers at scale in 2020. At the time, British savers with pensions, ISAs and investments were faced with complexity, overcharging and a feeling that investing ‘wasn’t for me’. Leveraging its unique low-cost business model, Vanguard championed empowered savers and introduced ‘sticky brand assets’, used in its ‘Value to Investors’ campaign. Following communications, brand awareness quadrupled and more than 500,000 customers joined Vanguard. Assets under management (AUM) have grown 700% to over £18 billion.