The plans for top-up university fees mean that parents and grandparents should start saving for children's education, says Fidelity.
At present, only 6 per cent of 35-54-year-olds investing in an Isa are saving for future education for their children, according to research commissioned by Fidelity.
Only 2 per cent of people of grandparent age are saving to help with further education.
This contrasts strongly with the US, where a third of grandparents make a gift to their grandchild of a US savings bond to help with the costs of going to college.
Fidelity says that in the US, putting funds aside for college education for children is one of the two top savings goals.
It predicts that the cost in the US of a four-year course will be between £56,000 and £152,000 in 2019.
Last week's announcement by Education Secretary Charles Clarke means that universities will be able to charge fees of up to £3,000 a year.
Fidelity executive director Ann Davis says: “Although not quite at US levels, estimates that students in the UK could face significant bills when they leave university may mean that more parents want to help build up a fund to finance their child's education.
“However, they need to start investing for the future sooner rather than later as our figures show a little put away today can really make a difference.”