Financial literacy for all on its way: EU wants to steer Europeans to invest (where Brussels chooses)

Brussels –Financial education for everyone to navigate an increasingly complex world with ever-new and diverse financial instruments. Finance is becoming increasingly complex, a ‘jungle’ where navigating is difficult and finding your bearings even more challenging. To such an extent that private savings, mostly from families, remain locked in banks. The European Commission aims to mobilize these assets, estimated at over EUR 10 trillion. It does so through the a blueprint, a clear and detailed strategy to enable governments to persuade private individuals to invest where the EU wants them to. 

The strategy isn’t new, but rather a longstanding approach that’s being pursued with newfound and growing commitment. Back in March, Brussels sent a communication to member state capitals recommending tax breaks for those investing in new instruments or riskier sectors, and today’s blue book (September 30) simply reaffirms this. It’s the obvious direction of this initiative that’s striking. 

The Commissioner for Financial Services, Maria Luis Albuquerque, takes it a step further: “Financial literacy is key to wellbeing and independence.” An assertion that is both valid and true. Then the clarification: “Through our Strategy on financial literacy, we will work closely with Member States to equip everyone with the financial skills required to budget better, save more, and invest for their future.” 

https://www.eunews.it/2025/03/19/incentivi-bilancio-ue-unione-dei-risparmi/ 

Where should we invest for the future? Which stocks should we focus on going forward? This is where the real aim of this initiative lies. Political decisions on priorities and strategy guide future investments, and in the twelve-star agenda, defense is the new priority. It is the Commission itself that then, in the accompanying material to the initiative makes it clear that “encourages financial services providers to provide citizens with investment options that allow them to channel their investments into the EU economy to contribute to strategic EU priorities – such as green, digital, social, security and defence.” It may not be an obligation. Still, nonetheless, the objective of “moral suasion” is well defined. 

Thus, the real aim of the von der Leyen Commission’s initiative is to steer households towards very specific choices. A risk, and also a demonstration of limits: Brussels has already influenced citizens’ choices by encouraging them to change cars, replace boilers, and renovate homes. Decisions that are eroding public support, yet they continue to walk this dangerous tightrope.

Incentives and profitable returns, the ‘Investment Accounts’ option’

The Commission’s initiative primarily looks at a model for Savings and Investment Accounts (SIAs), presented as a recommendation to member states. The aim is to promote their use; these are accounts provided by licensed financial service providers, including online ones, that allow retail investors to invest in capital market instruments with the help of tax breaks and simplified tax procedures.” This is what makes them an attractive option for citizens. “SIAs will foster a stronger investment culture among EU citizens and transform how they engage with capital markets,” as well as allow people to obtain higher returns on their savings, compared to holding them in bank deposits. An attempt is therefore being made to “entice” families and savers.​

 https://www.eunews.it/2024/11/22/lagarde-rischio-garanzie-investimenti/

Polls and campaigns—the relentless push that turns into ‘brainwashing’

The Commission intends to press ahead with this strategy to tap into private savings, with ongoing initiatives that are presented as policies that explicitly aim to guide choices. The strategy presented foresees the launch of an EU-wide financial literacy campaign that will complement and amplify national efforts to raise financial awareness. The EU executive will encourage Member States to use existing EU funding instruments to support financial literacy initiatives and research. 

In addition, the Commission will conduct regular Eurobarometer surveys to bombard public opinion on the topic, and encourage Member States to develop assessment tools to monitor progress in financial literacy levels. 

“The Savings and Investment Union is an important step for the EU economy“, Wopke Hoekstra, Climate Commissioner, said. Is it also important for citizens? This is the real question on which the resilience of the EU depends. In the background is the risk of a disconnect between citizens and politics, and the von der Leyen Commission is playing a dangerous game.