Ever since Peter Mandelson remarked that he was ‘intensely relaxed about people getting filthy rich’, New Labour has sought to reconcile its conversion to unleashing market forces with its more instinctive pursuit of social goals.

One minister who appears more adept than most at squaring this circle is Ed Balls, the chancellor’s trusted lieutenant at the Treasury. On the one hand, as Minister for the City, he has declared himself comfortable with the sky-high profits of the major banks and at ease with private equity. On the other, as the minister responsible for financial exclusion, he leads efforts to persuade the financial services industry to engage with the poorest members of the community.

In doing so, his inclination, like that of his predecessors, has been to work with the industry to achieve the government’s goals. On the face of it, the evidence suggests that this approach is working, with over one million people previously without bank accounts having opened a ‘basic’ account since June 2003. However, as MPs on the Treasury Select Committee found recently, some of the banks are continuing to drag their feet. At a time when the ‘big five’ have just announced collective profits of £36bn, this prompts a question: should Balls be asking them to do more to support the government’s objectives?

This is one of the issues that will exercise Otto Thoresen, one of the luminaries of the insurance industry, over the next few months. Faced with evidence of a growing ‘advice gap’ among people on low incomes, Balls has commissioned him to head up the latest Treasury review, to develop a blueprint for a national financial advice service, an initiative that is intended to be the jewel in the crown of the government’s financial capability strategy.

‘Financial capability’ may be jargon that means little to people outside the policy-making community. Yet it masks a significant political challenge – how to get people to take responsibility for their finances when the evidence suggests that most of them have neither the skills nor the inclination to do so. Make no mistake, the UK is in a poor state of financial health. For example, although eight out of 10 people think that the state pension will be inadequate to fund their retirement, nearly 40 per cent are not making any savings to address this.

With consumer debt at eye-watering levels and the government’s pension reforms placing the onus on people to take individual responsibility for planning their retirement, Balls realises that the government needs to act sooner rather than later. The brief for Thoresen is therefore not ‘if’ the UK needs a national financial advice service, but ‘how’ it should be delivered. This, of course, raises the question of how to pay for it and the thorny issue of whether the financial services industry should make a contribution.

The Resolution Foundation’s research shows that access to such a service would improve financial decision-making, leaving low-income consumers considerably better off. It also highlights potential public expenditure savings as better financial decisions lift many people clear of the threshold for receiving pension credit in retirement. But what impact will this have on the financial services industry?

The research shows that the overall effect on the industry will be positive, with increased take up of some types of product. In the long term, access to financial advice will prompt people to switch away from expensive debt and credit, towards long-term savings and insurance products. As many in the industry have recognised, this will help create a more sustainable financial services market, which is more closely aligned with the government’s objectives of promoting saving and reducing over-indebtedness.

The banks may argue that they stand to gain less from this than other parts of the industry and will take a short term hit, as people move away from some of the credit products that have proved so profitable in recent years. But, as more than one chief executive made clear when announcing their results recently, with the big five set to write off around £6.5bn in bad debts this year, the fall out from the debt explosion is already forcing them to adjust their plans. This reflects a growing recognition that the status quo, with ill-informed consumers making poor financial decisions, is not sustainable.

As the Thoresen Review gathers pace over the coming months, the banks, alongside the rest of the financial services industry, will have an opportunity to contribute to an initiative with the potential to transform the financial health of the nation. By embracing it, they would also help Balls to continue to square the circle between promoting a highly profitable financial services sector and fulfilling the government’s social goals.