Reshaping regulation, deliberately

Speech by Sarah Pritchard, deputy chief executive, at Investment Association Annual Dinner 2026. Reform: more than writing rulesIn this sector, we’re just past peak rule making. The scale of change has been significant – and deliberate.But we’re not done yet.We want to see growth that benefits consumers, supports competitiveness and spurs innovation.Building a stronger retail investment culture takes more than piecemeal rule writing.It takes a strategic approach. One that starts with giving consumers the support they need to make informed financial decisions.And understand both the risks of acting – and the costs of not acting.In that vein, we have reformed our advice and guidance rules.We’ve introduced targeted support.And we’ve moved away from prescriptive disclosures, and placed greater emphasis on outcomes through the Consumer Duty.We want to further support innovation and give firms the confidence to offer more forms of simplified advice at lower cost to consumers.So we’ll soon publish updated rules, alongside case studies we’ve developed with the Financial Ombudsman Service.We’re already seeing real progress.Just 6 months in, more than a dozen firms are already authorised to

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