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.