UK Investors Show Resilience Amidst Market Volatility

Key findings from the Investor Index 2025, an annual study of UK investors, reveal a landscape of confidence amidst market turbulence. The report highlights increased interest in Crypto and ESG investing and the rise of a new, resilient investor profile.

Now in its sixth year, the Investor Index meticulously surveys the behaviours of 1100 UK adults aged 18 and over, each with a minimum of 10000 pounds invested. This comprehensive study, a joint effort by London-based communications agency AML Group and The Nursery Research and Planning, serves as a robust benchmark for investor practices, grounded in solid data.

Political Climates Mixed Impact on Investments

In the 2024 Investor Index survey, conducted a few weeks prior to the general election, there was an over-riding feeling of optimism with 65 percent of all UK investors predicting that a change in political leadership would have a positive impact on their investments. Fast-forward 12 months and the 2025 study tells a different story. Only 35 percent of UK investors feel that the election and elections globally have had a positive impact on the value of their investments with 46 percent stating that it has had a negative impact. But opinion is divided. Younger investors, aged 18-34, are optimistic and see the new political chapter as an opportunity, with 72 percent stating that the change in guard has had a positive impact on their investments. 48 percent of under 35s also believe they are better-off under Labour compared to just 26 percent across all investors.

"The Labour government’s IHT measures and Trump’s portfolio-threatening tariffs triggered some predictable voter’s remorse. More surprising is the resilience in investment behaviour we found across the sample." Christian Barnes, Strategy Director, AML

ChatGPT Gaining Traction as Financial Advisory Tool

ChatGPT has recorded an increase in usage amongst UK investors in the past 12 months – up 11 percent to 33 percent – with that figure rising to 70 percent among younger investors aged 18-34. The study also canvased newer investors who started investing in the last 1-2 years with 55 percent having used ChatGPT, up 18 percent from 2024, and 53 percent stating that they trust the advice it provides. Across the board, 77 percent of all UK investors believe that ChatGPT could provide reliable financial advice. Robo-advisers are also gaining ground with one-quarter, 25 percent, of younger investors stating that they have used one, up 9 percent year-on-year.

"The increasing use of ChatGPT presents an interesting case – especially with nearly three quarters of investors believing it could be a reliable source. If it recommends a stock to enough people and they act on that, inevitably it will create heat and interest pushing the price up. Thereby it becomes a self fulfilling prophesy and only adds to its own credibility." Nicola Wright, Account Director, The Nursery

Strategic Investing Overtakes Novelty Buys

The appetite for novelty has faded, with current holdings in assets like NFTs and collectibles continuing to play a minimal role. Instead, investors are blending growth potential with long-term resilience. 60 percent now hold company stocks, while interest is rising in more durable assets like bonds, property, and commodities. Crypto, which is held by 26 percent of UK investors, a rise of 5 percent, and ETFs, new to the Index this year, are also playing a role in more strategic portfolio construction, offering different routes to diversification and market exposure. ESG is also climbing in importance with 44 percent of UK investors, a rise of 5 percent, saying it is important that their investments consider their social and environmental impact. This figure rises to 72 percent among younger investors – a significant rise of 20 percent. And while it may not be the most important factor in investing decision-making, its upward trend suggests a mindset that’s not just pragmatic, but future-oriented.

"Selectivity doesn’t mean hesitancy, it signals maturity. Investors today are showing a quieter kind of confidence: more discerning, more deliberate, and more in tune with what really matters to them. It’s not a step back, it’s a sharpening of focus." Nicola Davies, Senior Strategist, AML

Investor Confidence Remains Strong Despite Uncertainty

Investor confidence has held steady in 2025 at 103, just two points below last year’s high of 105 and well above the post-pandemic lows which were 62 in 2020 and 82 in 2021. The index score, based on a pre-pandemic confidence benchmark of 100, is especially notable this year as the survey landed during the height of the tariffs crisis, a period of heightened market tension. This resilience reflects a new investor mindset led by younger investors who are showing rising confidence despite heightened disruption and volatility. 47 percent of younger investors stated that they see the current situation as an opportunity. They are not waiting for stability; they’re investing through uncertainty. Yet across all age-groups, one theme cuts through: 67 percent say long-term investing is more important than ever.

In 2025, investor confidence is shaped less by markets – and more by mindset.

"Younger investors are seeing opportunities, possibly shaped by many of them starting their investment journey in the recent turmoil or other times of uncertainty, such as the pandemic. While older investors still see opportunities, they are also seeing the risks of a potential trade war." Emmaleigh Davis, Associate Director, The Nursery

Understanding the Intenders Potential Investors on the Sidelines

This year, for the first time, the Investor Index also spoke to ‘intenders’, with a sample base of 100 individuals – individuals with the savings and the knowledge to invest but lacking the confidence to make the leap. Of those intenders surveyed, 52 percent have between 10000 pounds and 50000 pounds held in savings accounts such as cash ISAs or fixed term bonds etc but are held back by a fear of financial loss, cited by 48 percent, and the risk factor, cited by 40 percent. When asked what would make them more likely to invest, a number of factors were cited including: lower fees by 42 percent, low risk options by 41 percent and simpler products by 28 percent.

"A reframing of how risk is perceived is required to inspire intenders to become investors. Low-fee and low-risk investments products are already out there. What needs to happen is intenders need to realise that they are letting inflation eat away at their savings." Joe Ede, Strategist, AML

Key Statistics from the Investor Index 2025

• 46 percent of UK investors feel that the elections both in UK and globally have had a negative impact on their investments.
• 72 percent of younger investors aged 18-34 see the new political chapter as having a positive impact.
• 11 percent increase in Chat GPT usage amongst UK investors in the past 12 months.
• 77 percent of all UK investors believe that Chat GPT could provide reliable financial advice.
• 26 percent of UK investors hold crypto – a rise of 5 percent.
• 44 percent of investors say that it is important that their investment funds consider their environmental and social impact – a rise of 5 percent.
• 72 percent of younger investors look to invest in funds that consider their social and environmental impact – a rise of 20 percent year on year.
• 47 percent of younger investors stated that they see the current situation as an opportunity.
• 67 percent of UK investors say long-term investing is more important than ever.
• 48 percent of Intenders cite fear of financial loss as the biggest barrier to investing.
• 41 percent of Intenders said that low risk options would make them more likely to invest.

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