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• Lack of motivation main reason for not saving
• 98% would like to save for a specific goal
• Only a third want to save for their retirement
• Two thirds found Saffron Moneytree a helpful savings tool

Research* from Saffron Building Society has revealed that a lack of motivation is the main barrier preventing people from saving. A huge 98% majority wanted specific goals to save for but, with 21% citing a lack of knowledge and motivation to save, it is evident that more needs to be done to help people attain their saving goals.

Saffron’s research showed that the majority had short-term savings goals, with three quarters (75%) of respondents saying they would like to save towards a holiday, compared to a third (33%) wanting to save for their retirement. As people feel the effects of the credit crunch, half (50%) said they wanted to save for a rainy day.

Despite this, 50% of respondents said that they save less than £50 per month, with 20% putting nothing at all aside.

Responding to this lack of motivation amongst UK savers, Saffron Building Society has created Saffron Moneytree, an online goal-based savings tool designed to help people save money towards their own targets. Saffron Moneytree provides an easy way to stay in control of saving and encourages the saver to reach attainable goals.

Andy Golding, Chief Executive, Saffron Building Society, said: “Our research showed customers wanted a tool to help them save. The tool needed to place them in control of their savings, be hassle-free, and give them a helping hand to achieve their goals. Saffron Moneytree is the first step in developing a savings service to meet this requirement. You decide what you want to save for and then Saffron Moneytree helps to set out how much you’d need to put aside and for how long you’d need to save to achieve your goal.

“Saving for a car, holiday or wedding is exciting and has purpose. Savings accounts like ISAs and notice accounts are boring. Our research panel told us that if saving was made personal to them, the motivation and discipline to save would be much stronger.”

When Saffron Moneytree was tested with customers, they found it easy to understand, and two thirds (66%) said that the service would help them save. Saffron Building Society will continue to work with customers to make the service as beneficial as possible, to help their customers achieve their savings goals and get in to good savings habits.


*Promise Research conducted between November 2008 and February 2009 surveying 300 UK adults. The study engaged in a dialogue with a community of panellists of varying age ranges and circumstances.

Media: For more information on Saffron Building Society contact Jennifer Comerford or Shellie Wells at Lansons Communications 0207 294 3678/ 0207 294 3627 or email

Note to newsdesk

About Saffron Building Society
Saffron Building Society has served the needs of the local community for 160 years and is committed to doing so in the future.
A mutual organisation, Saffron Building Society is owned by its 90,000 members and exists solely for their benefit.
The Society employs over 120 staff across Anglia who understand our local customers needs, providing genuinely outstanding service, backed up by a product range that offers real value for money.

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This press release was distributed by ResponseSource Press Release Wire on behalf of Soup Ltd in the following categories: Personal Finance, Business & Finance, for more information visit