Billions 4 Millions triples 2026 target to £3 billion after £700 million reunited in first quarter

The UK financial services industry’s flagship Billions 4 Millions campaign is significantly increasing its ambition for 2026, raising its target to reunite £3 billion with consumers following a strong first quarter that has already delivered £700 million in reunited assets.

The revised target reflects both the pace of early progress and growing participation from firms across the financial services sector.

Originally launched in January as a coordinated, industry wide effort led by Gretel, the campaign has exceeded early expectations, demonstrating both the scale of the opportunity and the measurable impact that coordinated action across pensions, investments, insurance and savings can deliver.

Emerging trends from Q1 data

Initial campaign data provides further insight into where reconnections are being made and the value being delivered:

• Largest single reconnection: £249,000 to a woman in her 60s from Wiltshire

• The pensions sector was where most assets were reunited

• Average value per reconnection across all sectors is £12,000

• Highest average value by product area was investments at £22,500

These figures reinforce the significant financial impact that tracing and reconnection efforts can have for individuals, particularly in later life.

Duncan Stevens, founder of Gretel and convenor of Billions 4 Millions, “Achieving this level of progress so early in the campaign provides clear proof that coordinated industry action can deliver measurable consumer outcomes at scale. Behind every reconnection is an individual or family being reunited with money that is rightfully theirs, often at a time when it can make a real difference.

“Given the scale of the opportunity and the pace of progress we are already seeing, we are increasing our ambition and raising the target to £3 billion for 2026. The momentum is clearly there. The focus now is on accelerating participation, scaling activity and ensuring even more people benefit from being reconnected with their assets.”

The campaign brings together firms across pensions, asset management, insurance and banking, building on existing tracing activity while introducing a shared framework for measurement, visibility and collaboration.

This coordinated approach is already demonstrating how combining large scale institutional data with specialist tracing expertise can unlock substantial value for customers, while supporting firms’ ability to evidence good customer outcomes under Consumer Duty, particularly in relation to vulnerable and disengaged customers.

Next phase of the Billions 4 Millions campaign

Over the coming quarter, Billions 4 Millions will focus on expanding participation across the financial services sector, encouraging more firms to contribute to a coordinated industry response to the challenge of lost and unclaimed assets.

To get involved, email us at join@billions4millions.com.