Online Investing Report 2025
Now in its 9th year, the Online Investing Report is Boring Money’s flagship report, used by Boards, CEOs, ExCos and Heads of Marketing to size the market, develop business cases, track competitor developments, review pricing models and trends, read fresh consumer data, monitor market trends, and access £AUA and account forecasts. With consumer data from Jan '25 and provider data as of Q4 '24, this is the most up-to-date, detailed report on the growing direct-to-consumer investment and pension market in the UK.
Who's it for?
The Online Investing Report 2025 is Boring Money's flagship award report. Offering unparalleled insights and data, this is a must-have resource for any provider who operates, distributes on, or is setting up a direct-to-consumer investment or pension business in the UK.
Key insights
‣ The investor population is growing - size the investor growth in the UK.
‣ Direct-to-Consumer accounts have almost doubled – understand the drivers of growth across the market and track acquisition opportunities.
‣ The gender investment gap is widening - see the latest figures and demographic impact of investor growth.
‣ Investors are getting younger - track the age of the average investor to understand messaging and comms strategies and how you can take advantage of an expanding market.
‣ More cash savers are considering investing - understand how consumer behaviours and attitudes to investing are changing.
‣ Investing on mobile is at an all-time high - see how mobile and device usage is changing with time.
‣ Young investors trust 'finfluencers' as much as traditional media – see the demographic breakdowns of where consumers are seeking information and guidance.
‣ Provider popularity - see which providers are most favoured by investors and who is experience the widest adoption.
‣ Regular contributions amongst Stocks & Shares ISA holders – see how contribution behaviours have changed.
‣ Average SIPP platform fees have increased over the past year on smaller portfolios – explore how fee structures have changed and how this is impacting portfolio sizes and consumer choice.
Key chapters
DIY market size
Benchmarking growth in AUA and customer accounts as of December 2024. Tracking provider data since 2020.
The latest consumer research
Giving insight into investor holdings, behaviour and needs with segmentation to pinpoint your target customer
Price & value
An analysis of the importance of cost, when it’s important, and for who. Detailed heatmaps tracking competitor models
Proposition analysis / ‘Behind The Scenes’
Detailed testing and a behind the scenes look at excellence in Customer Support with a Consumer Duty lens
Platform pricing
Trends, changes, and comparative heatmaps. Understand changing dynamics as providers target higher value accounts
Trends and forecasts
Vital for business planning, we forecast growth and developments in the sector. Detailed £AUA & customer account growth forecasts
Sources and methods
Our sources draw on the latest consumer insights from January 2025, offering a clear view of current sentiment, behaviours, and intentions.
Market data from Q4 2024 delivers the most recent figures to support your business planning and competitive analysis.
Competitor insights and proposition development are further strengthened by provider testing conducted in Q4 2024, using over 40 test accounts.
Our report is compiled from:
6,000 nationally representative UK adults, Jan '25
3,000 UK DIY platform users, Dec '24
Market data on AUA and Customer Accounts from 20+ platforms
User experience testing of 40+ UK DIY platforms, including secure sites & call centres
22,000 consumer platform reviews from Boring Money's consumer website
Get in touch with us to buy the report
Please contact rachel@boringmoney.co.uk for more information or to request a call with the research team.
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