2025 Campaign
What if a savings account meant more than just money set aside?
31 OCTOBER 2025
WORLD SAVINGS DAY
This year, WSBI invites the world to rethink the meaning of saving. Not through data or financial jargon, but through stories grounded in real life: through emotion, intent, and the quiet decisions people make to shape their future.
The 2025 World Savings Day campaign, built around the theme “This is not a savings account,” draws its strength from a simple idea: behind every deposit lies a deeper story. A plan. A fear. A dream. Sometimes all three at once.
The financial world is changing fast. While big players merge and expand, savings banks continue to do what they’ve always done: remain close to people. They support communities not by chasing trends, but by anchoring stability and fostering trust. This year’s campaign recognizes that distinction and turns it into a story worth telling.
Over these months, we have revealed six different ways to look at savings: not as static balances, but as active forces in people’s lives. From protection to legacy, from resilience to freedom, these perspectives offer a more intimate lens on why people save and why savings banks still matter.
The full campaign will launch on 31 October. Until then, this website will serve as a growing archive of insights and contributions from WSBI members around the world.
If last year’s Centennial celebrated a century of evolution, this year opens a more symbolic chapter. A chance to look inward. To listen. To ask ourselves: when we talk about saving, what are we really talking about? The answer is coming. Just not all at once.