ETFs triple in popularity with self-directed investors
ETF ownership among retail investors has tripled in five years, driven by younger self-directed investors seeking low-cost, diversified options.
By Boring Money
10 Nov, 2025
A new report from Boring Money assesses the dramatic rise in ETF adoption among retail investors, where ownership of ETFs has increased threefold over the last 5 years.
The study of 6,000 adults shows that growth in ownership is most pronounced amongst those aged 35-44, where reported ownership of ETFs has increased from 9% to 26% since 2020.
Boring Money CEO Holly Mackay comments,
“ETFs are surging in popularity, and investors associate them with being cheap, easy and offering good access to diversification. This growth comes as investment trust popularity has stagnated in terms of the overall proportion of non-advised investors who own these, although we note a small increase in ownership amongst those with less than £50,000.”
The different profile of those seeking out ETFs is also reflected in what influences buyers’ decision-making. As concerns about finfluencers rise, ETF holders are more than three times as likely as fund holders to use social media to help them choose and understand investments.
Boring Money’s research includes qualitative insights from over 550 DIY investors who own funds and/or investment trusts. Reported ownership shows that Trading212, eToro and interactive investor are currently the open architecture platforms with the highest proportion of ETF adopters.
