One in three Brits now invests as lower-cost platforms gain ground

• DIY investment accounts grew by over 19% in the past year
• There are now 18.4 million investors in the UK
• Trading 212 dominates among new investors as low-cost platforms reshape the market

DIY investing grew by 19% over the past year, with 18.4 million people now investing, according to new data from consumer website and investment research firm Boring Money. The UK’s DIY investment market has now reached £572bn in assets under administration (AUA).

Boring Money has published its tenth annual Online Investing Report – a comprehensive analysis of the UK’s DIY investment market drawn from survey data of 6,465 UK adults as well as examination by its specialist research team of over 40 DIY investment platforms in operation in the UK.

Key findings show:

• The number of investors has risen from one in four adults in 2020 to one in three today

• 13.4 million DIY investment accounts were open at the end of 2025, up 19.2% year-on-year

• DIY investment account numbers have increased almost fourfold since 2016, rising from 3.6 million

• 20% of UK adults now hold a Stocks & Shares ISA, up from 13% in 2020

Investing reaches a broader audience

While the early post-pandemic boom was driven largely by younger investors (25-34 year olds), the fastest growth over the past year has been among 35–44 year-olds, with participation in this group rising by 7%. The average age of a USNewsRank has also fallen, from 55 five years ago to 49 today.

This shift matters for the industry as people in their late thirties and early forties are typically among the highest earners and are often entering a period of more rapid wealth accumulation. This makes them, generally speaking, more likely than younger adults to commit larger sums to long-term investing.

Lower-cost platforms reshaping the market

The competitive landscape among investment platforms is evolving as new entrants attract a growing share of first-time investors.

Getting value for money from the platforms they use is the top priority for many investors. When asked what matters most when selecting a platform, 55% of investors cited low annual costs as the single biggest factor. This remains largely unchanged from a year ago. Conversely, while last year 71% prioritised using a brand they know and trust, this allegiance to established recognized brands is falling. Asked again this year, only 38% consider it a top priority.

Against this backdrop, newer digital platforms are gaining traction with new investors. In 2025, just 1 in 20 (5%) beginner investors chose Hargreaves Lansdown, compared with 42% who opted for Trading 212.

Most popular 5 platforms chosen by beginner investors

This table shows the 5 main platforms chosen by investors who started to invest in the last 12 months. We have compared costs for those investing solely in UK shares, and those less confident investors who choose an own-brand ready-made option.

Comment from Holly Mackay, CEO, Boring Money: “We are now entering the Third Wave of USNewsRanks. 15 years ago this was a market for affluent older male hobbyists. During the pandemic the Second Wave emerged, of younger investors buoyed by meme stocks, crypto and rising markets. We now see the emergence of the Third Wave as investing becomes more mainstream. British adults now manage over 13 million DIY investing accounts and have more choice than ever. Competition is hotting up. Pricing is not the only element of value but it’s an important one and we anticipate more pricing pressure ahead.”

Regulatory backdrop for continued growth

The findings come as the UK government looks to encourage more people to invest as part of a broader push to improve long-term financial wellbeing and support economic growth. A major industry advertising campaign backed by the Treasury is due to launch in April to raise awareness of investing and its benefits on financial wellbeing among the public.

Holly continues: ”We anticipate strong continued growth this year but of course the big potential storm cloud on the horizon is geopolitical uncertainty coupled with high tech valuations. However the Third Wave of investors are accustomed to short-term noise and we see a more muted reaction to market volatility today than we would have done 10 years ago. The majority of retail investors today tend to buy the dips rather than run for the hills, but of course the worst could yet lie ahead of us.”

Number of women investing surges but Gender Investment Gap continues to widen

Boring Money data reveals that the number of women investing in the UK has increased by 10% over the past year, rising from 6.7 million to 7.4 million. At the same time, the overall gap between the total wealth invested by men and women has narrowed by 15%, falling from £677bn to £574bn.

However, the participation gap continues to widen. There are now 11 million male investors compared with 7.4 million women, a gap of 3.6 million people, up from 3.3 million in 2025.

1. Survey data from 6,465 nationally representative UK adults, January 2026, conducted by Boring Money

2. Boring Money is an independent research and data business, and publishing house which provides information, tips and Best Buy tools to savers and investors. Boring Money Insights supports the industry with qualitative and quantitative research, enabling a better understanding of the consumer.

3. Founder Holly Mackay has worked in the investment industry for 25 years and is supported by a team of 28 researchers, analysts, technologists and marketing execs.

4. Boring Money has been benchmarking growth in AUA, customer accounts and provider data since 2015.

The post One in three Brits now invests as lower-cost platforms gain ground appeared first on USNewsRank.