Introducing the report
We're delighted to introduce the 6th edition of Boring Money’s Online Investing Report – the essential resource for anyone wanting to understand the current DIY investing landscape, consumer behaviours and sentiment, emerging investment trends and predictions.
Our research team have benchmarked and tested 36 different providers. Our consumer research comes from a nationally representative survey of 6,305 UK adults.
Enquire about the full Report
Online Investing Report 2022
Over 100 pages of consumer and adviser insights with the following chapters included:
Understanding new investors
The Competitor Landscape
Platform reviews and best practice
Costs and charges
Trends for 2022 and beyond
Market Forecasts and Predictions
Market size and growth
Growth in the DIY investing market continued in 2021. Our research tracks data from all the leading DIY providers to chart AUA and customer account growth across the market. The Report identifies areas of the market growing the fastest, and looks at the strategic challenges facing different provider groups.
Consumer behaviours and demographics
The Report finds the average investor is getting younger - the average age of an investor in 2022 is now 52 years old, with over a fifth of investors today having opened their first account inside the last 3 years. We explore what shapes the attitudes and interests of younger investors, and the providers they're choosing to put their money with.
We explore what prevents cash savers putting money into the stock market and examine how the pandemic has impacted on the public's cash savings reserves. The Report estimates that there are circa 6.6 million adults with cash savings in excess of £10,000 but no investments. Get the full Report to find out what's stopping them investing today, and understand what providers can do to attract those willing to invest tomorrow.
More fintech providers are coming to market with low charges and fixed-fee offering. Find out how the pricing pressure is shaping the market and get our full breakdown of pricing across all providers, tax wrappers and different balance sizes, with full heatmaps to illustrate pricing patterns across the DIY investing landscape.
Get the full pricing analysis
Confidence and expectations
Tracking consumer confidence and investors' sense of optimism (or pessimism) concerning the global economy and their personal financial situation allows us to plot how investors are thinking and feeling about the future. The Report explores the extent to which confidence impacts product selection, and the sources of information different groups of investors rely on for information depending on their own level of confidence picking investments. For cash-only savers considering investment, 51% say simple English is important compared to 40% who cite a low annual cost, for example. Meanwhile the influence of friends and family is a huge influence on younger, less experienced investors: 40% of investors age 18-24 say that the influence of friends and family shaped their decision to open an investment account.
Recent years have seen a surge in the number of new investors opening an account for the very first time. Just over a fifth of all investors have now been investing for under three years in total and 7% have less than 1 year of investing experience under their belt. The full Report explores these beginner investors in detail, examining what they want and need from investment providers, which brands they're investing with and why.
Providers and brands
We track 36 DIY investing providers, giving our clients invaluable oversight into their competitor landscape. Our analysis is informed by a range of factors, including customer review scores submitted through our consumer website, boringmoney.co.uk, pricing analysis, and our own user testing through our Boring Money test accounts.
Hargreaves has the biggest consideration in terms of future buying intentions
Vanguard has the biggest consideration with younger investors
AJ Bell, Aviva, Fidelity, Hargreaves Lansdown, Interactive Investor, Nutmeg, PensionBee and Vanguard won our 2022 Best Buy Pension awards, with slightly revised criteria including larger balances and pension-specific product considerations
The Report identifies key trends emerging in the market, illustrating how investor behaviours are changing and explaining what retail customers want from a provider in 2022. This includes examining how investors' use of mobile as a medium for accessing their portfolios continue to grow in importance.
We also explore investor interest in high risk assets, including cryptocurrency. Although outside the mainstream investment market occupied by most established DIY investing brands, cryptos have been extremely high profile in recent years, capturing the attentions of many investors. The Report explores who these investors are and why they're drawn to such volatile assets.
Get the full report
Our 2022 Online Investing Report is available now. To gain access to the full, in-depth data report, contact our research team today for more information.