Decoding Investors

Our flagship global research is now in its third year, with insights that go beyond high-level market trends to explore behaviours by age, geography, wealth segment and gender. The report, segmented into 6 chapters, includes actionable insights to inform product, communication and engagement strategies rooted in how investors and savers actually think and behave.

17,500+

Retail investors and savers across

Countries

Age groups 20-60

Discover the six chapters

Decoding: Investor Goals

Against economic uncertainty, investor motivations are becoming more constrained, and long-term investing in retirement is being neglected. This chapter uncovers the goals investors are setting and the barriers holding them back. Discover the opportunities for providers to close the gap between intention and execution.

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Decoding: Investor Confidence & Knowledge

Our research finds a stark gap between confidence and competence, where confidence is growing faster than investment. For providers this matters because not only does confidence shapes behaviour and risk appetite, it also builds regular investing habits.

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Decoding: Investor Advice & Influences

Investors are now blending professional advice, AI tools, and influencer content into one cross-verification information circuit. Professional advice is no longer just for performance, and being advised by a professional does not make you less likely to use AI or influencers.

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Decoding: ETF Investors

ETFs have cemented their place at the heart of mainstream investment portfolios. But the story of who is driving that growth, and why they are choosing ETFs, is more nuanced and commercially significant than the headline suggests. Discover where the next opportunities lie.

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Decoding: Digital Preferences

Digital is already at the core of most investor journeys – the question now is which provider will be entrusted with a greater share of portfolios. Our report covers what sets leading digital offerings apart and what is most likely to appeal to investors and savers.

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Decoding: Savers

Many cash holders are not ignoring investing — they are waiting for clarity, confidence and the right moment to act. Our research shows that uncertainty around risk and low confidence are stopping savers from taking the first step. Explore how life stage and wealth can impact how you can turn savers into investors.

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Decoding Investors 2026 Report

Decoding Investors 2026 explores the behaviours and needs of +17,500 investors and savers, across 26 countries, uncovering what drives them and what holds them back from investing. It also dives into retirement planning, ETFs, saver behaviour and the rising demand for financial products. Designed for all retail banks and investments providers, the report helps sharpen client understanding and tailor offerings more effectively.

Looking for 2025 data?

Decoding Digital Investment 2025: Embracing the new digital norm captures the behaviours and trends of almost 11,500 retail investors in 25 countries, exploring key themes of retirement, digitalisation, ETFs and advice and education.