A new savings scheme for parents keen to put money away for their children is due to come into operation in November.
Research from the Association of Investment Companies (AIC) found that 43 per cent parents who keen to save for their child's future with an ISA are keen to have exposure to stocks and shares.
Now, the market has taken notice and savings accounts offering this exposure are starting to appear.
JPMorgan Asset Managers and Witan are among the groups that have confirmed their plans to launch the new product in the coming months.
Tom Stevenson, investment director at Fidelity Worldwide Investment, commented: "The Junior ISA will bring to parents and children a unique and compelling set of benefits and tax advantages.
"Nothing else allows a child to own investments in their own right in a completely tax efficient way and it will be the only savings vehicle that will enable children to roll their investments into another tax-free wrapper at the age of 18."
Annabel Brodie-Smith, communications director at the AIC, observed that parents who manage to invest the annual maximum of £3,600 in their child's ISA would be left with £122,400 after 18 years.
