ETFs and Investment Trusts - The Retail Landscape
The rise of the DIY investor is changing the shape of distribution. While advised channels still dominate the volume of assets, over half of asset manager customers are now self-directed.
Understanding the Role of ETFs and Investment Trusts
In the digital wealth landscape, we’ve seen the popularity of ETFs soar while Investment Trust uptake has remained flat.
In this report, we explore the drivers and restraints on growth for ETFs and ITs, reveal the decisions and motivations of self-directed investors, and identify opportunities for firms to engage and influence this evolving target market.
What’s in the report?
Insights on consumer perceptions of ETFs and Investment Trusts
An analysis of the drivers of customer demand for ETFs
Demographic data on ETF and Investment Trust holders
Review of the buying journeys and influence points for retail investors
Consumer Duty & commercial pricing information for ETF and investment trust holdings on all leading platforms at various portfolio sizes, to support your firm's view of the consumer’s total cost of ownership of your products
Platform analysis of the customer base and value proposition of leading Digital Wealth platforms to support a better understanding of sales channels
Who is it for?
This report is essential reading for asset managers, investment trusts and wider market observers, including consultants and acquisitions looking to navigate the shifting dynamics of retail distribution.
As self-directed investors play an increasingly dominant role in the market, understanding their behaviours, needs, and motivations is critical for those serious about responding strategically.
Download the Table of Contents
Download the Table of Contents and List of Figures to gain a full understanding of what this report will offer your firm.
Sources and methods
Market AUA and Customer account data collected from over 20 D2C platform providers
Survey of 3,000 fund investors, Q3 and Q4 2024
Survey of 6,000 self-directed investors, June and November 2024
Boring Money testing of over 40 D2C platforms' public and secure sites, services and call centres
Survey of 500 self-directed investors on the Boring Money research panel, May 2025
Survey of 550 self-directed ETF, Investment Trust or Fund holders on the Boring Money research panel, October 2025
Get in touch with us to buy the report or request a call with our research team
Contact enquiries@boringmoney.co.uk for more information or to request a call with the research team.