Begin before the plan feels perfect.
A small first step today can give time a chance to help.
A NATIONWIDE CHALLENGE FOR FAMILIES
What if we could change the financial future of a generation?
Becoming a parent changes everything. Suddenly, there’s a whole future ahead of someone you love.
What if your family could give them a financial head start that changes the choices available to them as an adult?
We’re launching the By25 Challenge — a nationwide campaign inviting families to see how much they could build for their children by age 25.
£35k. £55k. £75k. £95k.What’s possible for your family?
Illustrative only. Assumes 7% growth a year, before fees and inflation. Not a guarantee: investments can fall as well as rise. Capital at risk. How we calculate this
Start early. Do what you can together. Keep going.
START EARLYDO WHAT YOU CAN TOGETHERKEEP GOING
WHY THIS MATTERS
Imagine turning 25 with choices.
Housing, careers, education and independence can bring difficult financial decisions. A head start could mean help towards a first home, the freedom to retrain or study, the opportunity to start a business, the ability to pursue an opportunity or simply more breathing room at the beginning of adult life.
We cannot predict what our children will want at 25.
But we can start giving them more choices today.
1 Choose your challenge
Choose your By25 Challenge.
Four targets. One mission. Choose what your family could realistically sustain.
Each card shows the approximate weekly contribution from birth. Use the age control to see how starting later changes the illustration.
Illustrative only. Assumes 7% growth a year, before fees and inflation. Not a guarantee: investments can fall as well as rise. Capital at risk. How we calculate this
Birth Age 18
Don’t worry about choosing the biggest number. Choose something your family can sustain. Families who can contribute less are part of this movement too. A challenge is an aspiration, not an obligation, and it can change as life changes.
YOUR BY25 CHALLENGE
We’re taking the 35by25 Challenge.
£10
illustrative weekly contribution
£35,000 by age 25
Illustrative only. Assumes 7% growth a year, before fees and inflation. Not a guarantee: investments can fall as well as rise. Capital at risk. How we calculate this
Become an Amplifi Founding Member
Join the families building Amplifi from the beginning. Get early access to our journey, help shape what we build and receive exclusive introductory benefits when Amplifi launches.
Thank you for joining.
We’ll keep you updated as Amplifi moves towards launch. Introductory benefits will be confirmed before launch and subject to applicable terms.
How we calculate this
- 7% effective annual growth, applied monthly. This is an assumption, not a forecast.
- Weekly and yearly amounts are spread into equal monthly contributions, paid at the end of each month until age 25. No contributions after 25; the pot just grows.
- Figures leave out fees, inflation and withdrawals, so the real value is likely to be lower.
- We assume saving in a Junior ISA until 18. At 18 it automatically becomes an adult ISA in the young person's name. Money in a Junior ISA belongs to the child, who can access it from 18.
- Paying in after 18 means new subscriptions to the young person's own ISA, which is their decision. Yearly limits: £9,000 for a Junior ISA, £20,000 for an adult ISA (2026/27). Tax rules and allowances can change.
- Capital at risk. You could get back less than you put in.
WHY STARTING EARLY HELPS
Start early. Let time help.
Small, regular contributions have longer to grow when investing begins early. Compounding can make a meaningful difference over long periods, although returns vary and investments can fall in value.
Starting early and staying consistent can matter more than starting with a large amount.
START — STAY CONSISTENT — SUPPORT EACH OTHER
The secret isn’t starting big. It’s keeping going.
Choose something your family can sustain, review it when circumstances change and encourage one another without pressure or comparison.
No one does everything. Everyone can do something.
Choose an amount real life can live with.
Reduce or pause if you need to. This is support, not pressure.
Let family and friends help if they wish.
No obligation. No leaderboard. No public financial comparisons.
2 Take a practical first step
Don’t wait for us. Their future starts today.
You can begin independently today. A Stocks & Shares Junior ISA belongs to the child: money is normally locked away until 18, when the account becomes an adult ISA and the child owns and controls it. The By25 Challenge is a voluntary longer-term goal, not an extension of JISA access restrictions.
Some parents instead earmark investments within their own ISA. The parent retains ownership and control, with different access, tax and estate-planning implications. Neither route is right for everyone.
INDEPENDENT GUIDANCE
Understand the options before choosing.
No provider is recommended, selected or ranked here. Named-provider guidance will wait for separate research, regulatory and commercial review.
Where Amplifi hopes to help: families can start independently today. Amplifi is developing tools to help parents coordinate contributions and voluntary participation from grandparents, relatives and friends.
Before opening anything: compare fees, investment choices, risk, ownership, access rules and protections. Investments can fall as well as rise. Seek regulated advice if you need it.
3 Join the movement
You’ve chosen a challenge. Let’s do it together.
Register as a Founding Member — your challenge selection is saved with your registration when you join above.
YOUR CHALLENGE35by25£35,000 by age 25A personal aspiration you can change as life changes.
Ready to join?
Add your email in the Founding Member form to follow Amplifi’s journey from the start.
Become a Founding MemberNo investment or payment required. Introductory benefits will be confirmed before launch and subject to applicable terms.