Investing is, increasingly, a young person’s game, with the Wall Street Journal reporting that “the share of people 25 to 39 years old making annual transfers to investment accounts more than tripled between 2013 and 2023,” a higher rate than over 40s. The report, drawing on JPMorgan Chase Institute data, also reveals that the share of 26-year-olds moving money into investment accounts since turning 22 increased from 8% in 2015 to a rate of 40% at May 2025.
The WSJ story suggests that the rise of younger investors coincides with lower rates of home buying, suggesting Gen Zs and young millennials who might otherwise be putting their capital into acquiring their first home are settling for the stock market instead.
However, the paper also acknowledges that recent strong market performance and easier access to trading technology is likely to influence people’s behaviour.
A new demographic opportunity
As we’ve previously discussed, Gen Z are not just an increasingly significant segment of the investor community, they’re bringing new approaches and preferences to the investing landscape. Many young investors are more comfortable trading crypto than traditional stocks and they are interested in tools like AI to help optimise trading decisions.
Of course, there has also been a turn to traditional safe haven assets, with Gen Z appetite for gold being no exception.
This growing interest across asset classes represents a significant opportunity for brokers, but it’s one that requires careful navigation.
The surge in Gen Z and younger millennial participation is not a short-term blip. Investors are entering the market earlier, and that gives brokers a chance to build relationships with potentially long-term value. However, young investors also favour flexible and innovative solutions and aren’t afraid to seek out new opportunities, so retaining them as customers is an ongoing process.
- Multi-asset access matters
Younger investors may be as comfortable trading crypto as equities and are increasingly interested in commodities such as gold and silver. For brokers, offering a broad, integrated product suite is essential.
Gen Z want instant and seamless online experience. Clunky digital design or clumsy onboarding processes may put off potential investors.
- Education and segmentation remain critical
High participation does not necessarily equate to high financial literacy. Investing in clear target market definition and robust appropriateness testing remains essential to upholding sound practices and building a sustainable, responsible business model.
- Anticipate the correction
Much of the current enthusiasm for investing has developed against a backdrop of strong market performance. A meaningful correction could test investor confidence and affect trading activity. For brokers, that raises important questions about the sustainability of volume-driven revenues, as well as the need for prudent risk controls, sensible leverage limits and clear communication.
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All opinions, news, research, analysis, prices or other information is provided as general market commentary and not as investment advice and all potential results discussed are not guaranteed to be achieved. The information may have been derived from publicly available sources, company reports, personal research, or surveys. Past performance is not indicative of future performance. Trading carries risk of capital loss. Service available to professional clients only.
