From next tax year, savers will only be able to put £12,000 a year into a cash ISA, with remaining £8,000 allowance available for stocks and shares ISAs, but the tax rules still need to be clarified with HMRC planning various anti avoidance measures.

Now a squirrel is the face of an ad campaign across billboards, bus stops and social media, encouraging the public to invest their money in the stock market.