Finance Europe: A new label to channel savings into Europe’s economic future

Guiding private savings towards Europe’s strategic needs

With €35 trillion in household savings and €1,000 billion of new savings generated every year, European citizens hold a powerful lever to support growth and innovation. Yet much of this capital remains underutilised when it comes to financing the real economy.

Finance Europe responds to this challenge. The new label aims to guide savers and retail investors towards products that combine transparency, simplicity and a clear European impact – offering them an opportunity to align their personal savings with the EU’s broader economic objectives, including innovation, the green and digital transitions, and strategic autonomy.

A simple and flexible framework

The label is voluntary and applies to financial wrappers, whether accounts, funds or insurance-based products, that meet three cumulative criteria:

• At least 70% of assets invested in European companies;
• A long-term horizon, with a recommended minimum holding period of five years;
• A substantial equity component, without requiring a permanent capital guarantee.

This approach builds on existing products and avoids creating regulatory complexity. The framework is intentionally simple and decentralised: banks, insurers and distributors will apply the label in line with national procedures, and supervisory authorities will ensure compliance. Participating Member States may also choose to enhance the attractiveness of labelled products through national tax incentives.

“We are not reinventing the wheel,” said French Finance Minister Éric Lombard at the launch. “We are putting grease in the bicycle chain – offering more clarity and visibility to European savers.”