Understanding the Lifetime ISA: Non-holder quantitative research
HMRC commissioned Ipsos to undertake quantitative research with those who were eligible for a Lifetime ISA account but did not hold one.
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HM Revenue and Customs (HMRC) commissioned research agency Ipsos to undertake quantitative research with those who were eligible to open a Lifetime Individual Savings Account (LISA) but had not opened one.
The overall aim of this research was to provide a deeper understanding of non-LISA holders’ demographics, their knowledge and awareness of the LISA, why they had not opened a LISA and their future motivations to open one.
Between 6 and 12 February 2025, Ipsos conducted a total of 1,066 online surveys with eligible non-LISA holders
The views in this report are the authors’ own and do not necessarily reflect those of HMRC.