A confidence despite market turbulence; an increase in Crypto and ESG and the emergence of a new resilient investor are just some of the key findings published today from the Investor Index 2025 – an annual study of UK investors.
Now in its sixth year, the Investor Index is an in-depth survey of investor behaviours conducted among 1100 UK adults (18+) with a minimum of £10,000 invested. Conducted jointly by London-based communications agency AML Group and The Nursery Research & Planning, the study has established itself as a rigorous barometer of investor practices based on hard data.
Political impact – reality hits
In the 2024 Investor Index survey, conducted a few weeks prior to the general election, there was an over-riding feeling of optimism with 65% of all UK investors predicting that a change in political leadership would have a positive impact on their investments. Fast-forward 12 months and the 2025 study tells a different story. Only 35% of UK investors feel that the election (and elections globally) have had a positive impact on the value of their investments with 46% stating that it has had a negative impact. But opinion is divided. Younger investors (18-34) are optimistic and see the new political chapter as an opportunity, with 72% stating that the ‘change in guard’ has had a positive impact on their investments. 48% of under 35’s also believe they are better-off under Labour compared to just 26% across all investors.
“The Labour government’s IHT measures and Trump’s portfolio-threatening tariffs triggered some predictable ‘voter’s remorse’. More surprising is the resilience in investment behaviour we found across the sample.” Christian Barnes, Strategy Director, AML
CHATGPT becoming go-to tool for financial advice
ChatGPT has recorded an increase in usage amongst UK investors in the past 12 months – up 11% to 33% – with that figure rising to 70% among younger investors (18-34). The study also canvased newer investors (started investing in the last 1-2 years) with 55% having used ChatGPT (up 18% from 2024) and 53% stating that they trust the advice it provides. Across the board, 77% of all UK investors believe that ChatGPT could provide reliable financial advice. Robo-advisers are also gaining ground with one-quarter (25%) of younger investors stating that they have used one, up 9% year-on-year.
“The increasing use of ChatGPT presents an interesting case – especially with nearly three quarters of investors believing it could be a reliable source. If it recommends a stock to enough people and they act on that, inevitably it will create heat and interest pushing the price up. Thereby it becomes a self fulfilling prophesy and only adds to its own credibility.” Nicola Wright, Account Director, The Nursery
Intentional investing replaces impulse and novelty
The appetite for novelty has faded, with current holdings in assets like NFTs and collectibles continuing to play a minimal role. Instead, investors are blending growth potential with long-term resilience. 60% now hold company stocks, while interest is rising in more durable assets like bonds, property, and commodities. Crypto, which is held by 26% of UK investors (a rise of 5%) and ETFs, new to the Index this year, are also playing a role in more strategic portfolio construction, offering different routes to diversification and market exposure. ESG is also climbing in importance with 44% of UK investors (a rise of 5%) saying it is important that their investments consider their social and environmental impact. This figure rises to 72% among younger investors – a significant rise of 20%. And while it may not be the most important factor in investing decision-making, its upward trend suggests a mindset that’s not just pragmatic, but future-oriented.
“Selectivity doesn’t mean hesitancy, it signals maturity. Investors today are showing a quieter kind of confidence: more discerning, more deliberate, and more in tune with what really matters to them. It’s not a step back, it’s a sharpening of focus.” Nicola Davies, Senior Strategist, AML
Confidence holds firm amidst chaos as new investor step up
Investor confidence has held steady in 2025 at 103, just two points below last year’s high of 105 and well above the post-pandemic lows (62 in 2020 and 82 in 2021). The index score, based on a pre-pandemic confidence benchmark of 100, is especially notable this year as the survey landed during the height of the tariffs crisis, a period of heightened market tension. This resilience reflects a new investor mindset led by younger investors who are showing rising confidence despite heightened disruption and volatility. 47% of younger investors stated that they see the current situation as an opportunity. They are not waiting for stability; they’re investing through uncertainty. Yet across all age-groups, one theme cuts through: 67% say long-term investing is more important than ever.
In 2025, investor confidence is shaped less by markets – and more by mindset.
“Younger investors are seeing opportunities, possibly shaped by many of them starting their investment journey in the recent turmoil or other times of uncertainty, such as the pandemic. While older investors still see opportunities, they are also seeing the risks of a potential trade war.” Emmaleigh Davis, Associate Director, The Nursery
Introducing the intenders
This year, for the first time, the Investor Index also spoke to ‘intenders’ (sample base 100) – individuals with the savings and the knowledge to invest but lacking the confidence to make the leap. Of those intenders surveyed, 52% have between £10,000 and £50,000 held in savings accounts such as cash ISAs or fixed term bonds etc but are held back by a fear of financial loss (48%) and the risk factor (40%). When asked what would make them more likely to invest, a number of factors were cited including: lower fees (42%), low risk options (41%) and simpler products (28%).
“A reframing of how risk is perceived is required to inspire intenders to become investors. Low-fee and low-risk investments products are already out there. What needs to happen is intenders need to realise that they are letting inflation eat away at their savings.” Joe Ede, Strategist, AML
SUMMARY OF FINDINGS:
46% of UK investors feel that the elections (both in UK and globally) have had a negative impact on their investments.
72% of younger investors (18-34) see the new political chapter as having a positive impact.
11% increase in Chat GPT usage amongst UK investors in the past 12 months.
77% of all UK investors believe that Chat GPT could provide reliable financial advice.
26% of UK investors hold crypto – a rise of 5%.
44% of investors say that it is important that their investment funds consider their environmental and social impact – a rise of 5%.
72% of younger investors look to invest in funds that consider their social and environmental impact – a rise of 20% year on year.
47% of younger investors stated that they see the current situation as an opportunity.
67% of UK investors say long-term investing is more important than ever.
48% of Intenders cite fear of financial loss as the biggest barrier to investing.
41% of Intenders said that ‘low risk options’ would make them more likely to invest.
Feature Image by Sergei Tokmakov, Esq. https://Terms.Law from Pixabay
