By Elliot Gulliver-Needham With plans for the new British ISA hanging in the balance in the election, and doom and gloom over the poor performance of London’s stock exchange, everyone seems to agree that we need more UK cash in our own market. But the number of Brits investing in the stock market currently sits at only 23 per cent, compared to 61 per cent for Americans. Why are Brits so reluctant to actually put our money into the stock market? Well, 26 per cent of Brits said it was probably because Americans are more comfortable with risk, according to a study by Opinium for Hargreaves Lansdo…