The Investment Trust Report 2026
Adapting for growth
Investment trusts are at a crossroads. While ETF ownership has surged, investment trust ownership continues to decline, and awareness among newer investors remains low. Our new report explores why this gap is widening, looking at how investment trusts are perceived, the role recommendations play in driving ownership, and where the clearest opportunities lie to bring more investors on board.
Drawing on Boring Money's consumer research, the report identifies the purchase drivers most likely to reset the growth curve, and what providers need to do to make investment trusts relevant to a new generation of investors.
What's included?
Investment trust awareness and usage in decline
White ETF ownership has surged, investment trust ownership continues to decline, and awareness among newer investors remains low. This report tracks how Investment Trust ownership has shifted over time across different investor segments, giving providers a clear view of where the gap is widening and where it isn't.
Demographic data on investment trust awareness and ownership, and how this has changed over time, is a core part of the report.
Consumer comprehension of investment trusts is lacking
The report examines consumer perceptions of investment trusts, testing comprehension of core mechanics to identify exactly where misunderstanding holds investors back from considering them.
This insight is designed to inform provider communications, marketing, and product development.
Download the Table of Contents
If you want the full breakdown, download the table of contents to see exactly what's inside the Investment Trust Report 2026.
Built for firms shaping the ETF market
This report will help providers:
Sources & methods
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