2025 UK Online Investing Report

UK online investing hits new record as platforms adapt to shifting expectations and rising competition

• Engagement rebounds as investor participation hits record levels
  A record 2.75 million investors are now active online across shares and funds, as dormancy among listed investors drops to 9%, the lowest since the pandemic—driven by new entrants and renewed interest in US equities amid recent volatility.
• Experience drives loyalty as switching surges and challengers gain ground
  With satisfaction easing slightly and more than one in ten investors switching providers (an 8 year high), low-cost challengers are winning share by delivering better access, pricing, and tools, particularly for US share trading.
• AI adoption rises as investors seek clarity and confidence
  One in eight online investors now use AI-powered tools for analysis and education, with many reporting improved confidence and more decisive trading behaviour.

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LONDON – 1 July 2025 – Investment Trends has released the 16th edition of its 2025 UK Online Investing Report – the industry’s definitive benchmark of investor behaviours, platform preferences, and product usage across shares, ETFs and funds. This year’s report reveals how rising expectations, platform switching and AI adoption are reshaping the market landscape.

The latest report shows record participation among UK online investors, with 2.75 million adults now using platforms to trade listed investments or hold unlisted funds. Dormancy among listed investors declined to just 9% , the lowest rate since the pandemic, as volatility and perceived opportunity in US equities drew both new and returning investors back to the market.

“We’ve seen a powerful return to the market, particularly among those new to investing,” said Lorenzo Vignati, Associate Research Director at Investment Trends. “This cohort is not just dipping a toe in, they’re reshaping what engagement looks like, and their expectations are setting a new standard that platforms will need to meet.”

Copyright. Investment Trends 2025 UK Online Investing Report

The report highlights a tipping point in platform expectations. While overall satisfaction eased slightly, investors now rank low fees, platform usability, and access to international markets, especially U.S. shares, as their top priorities. With more than one in ten investors switching platforms, often seeking lower costs or better access, the data reveals a shifting competitive landscape where low-cost challengers are gaining ground on established providers.

“Investor loyalty is now earned through experience, not brand alone,” said Vignati. “As expectations rise and switching intensifies, platforms that deliver seamless access, smarter tools and more tailored support are setting the benchmark.”

AI adoption is also accelerating, with one in eight online investors now using AI-powered tools for investment research or education. Among these users, half say it has boosted their confidence, and many report they are trading more frequently or with greater conviction.

“AI is no longer just a novelty, it’s fast becoming a trusted support system for everyday investors,” said Vignati. “For platforms, it’s a clear opportunity to integrate AI tools that support smarter decision-making and strengthen investor confidence, at a time when markets remain volatile.”

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