The chancellor has told the financial industry to stop the "negative" narrative around savers investing in shares in order to grow the economy.
In a speech, Rachel Reeves said: "For too long, we have presented investment in too negative a light, quick to warn people of the risks without giving proper weight to the benefits."
Currently the government is working with the finance regulator to provide support for potential investors.
It comes as Reeves stepped back from cutting the tax-free limit on cash Individual Savings Accounts (Isas) after a backlash from lenders.
At the annual Mansion House dinner in the City of London, Reeves told business leaders: "Our tangled system of financial advice and guidance has meant that people cannot get the right support to make decisions for themselves."
She said the government is consulting with the Financial Conduct Authority "to introduce a brand-new type of targeted support for consumers ahead of the new financial year."
In a series of proposals by Rachel Reeves, a scheme that encourages the provision of low-deposit mortgages for first-time buyers will also be made permanent.
FTSE 100
The UK's flagship share index, the FTSE 100, was down 68 points at 8,933 shortly after opening this morning.
Brent crude oil futures were up 0.39% at $66.96 a barrel.
Companies reporting today
Antofagasta - Q1 Production Report
ASML* - Q2 Results
Intermediate Capital Group - Q1 Trading Statement
Trustpilot Group - Half Year Results
TwentyFour Income Fund - Full Year Results