Landmark Broadridge Study of More than 40 Million U.S. Retail Investors Highlights the Dramatic Shifts in How Americans Invest
- Self-directed assets increase to 23% and the share ofinvestors without a college degree exceeds 50%
- ETF usage rose to 47% from 31% in 2018 and is likely toexceed 50% by 2025
- The count of Millennial investors is on a path to overtakethat of Gen-X investors, Millennial count increases by 9 percentagepoints since 2018
- Female investors have higher median assets than maleinvestors at $52,105 in 2023 comparedto men's $50,271
NEWYORK, May 22, 2024 /PRNewswire/ --Thenewest edition of the annual U.S. Investor Study, launched todayfrom global Fintech leader Broadridge Financial Solutions,Inc.(NYSE: BR), provides critical insight into U.S. retailinvestor habits and enables asset managers, advisors and investorsto deepen their understanding of the national investment landscape.This year's Study reveals key trends such as Gen-Z, Millennial andGen-X investors steadily increasing their share of assets whileassets held by Boomers and the Silent Generation continue todecline, the rising popularity of self-directed investing acrossgenerations and Americans' slow but steady breakup with mutualfunds as allocations to ETFs and U.S. equities rise.
Broadridge's U.S. Investor Study is the single widest anddeepest analysis of American investor behavior, drawing on theactivities of more than 40 million individual U.S. investors acrossmutual funds, ETFs, and individual equities. The unparalleledbreadth of the Study provides a powerful lens for financialadvisors, fund managers, and policy professionals and deliversvaluable insight into the key trends most impacting the investmentindustry.
"The scope of this report demonstrates the dramatic changes weare seeing in the investment landscape as investor activity andsentiment continue to undergo tectonic shifts," said Dan Cwenar, Head of Broadridge Data andAnalytics. "The rise of younger investors and self-directedinvesting has led to asset managers, broker-dealers and advisorsevolving their practices to better serve a more diverse class ofinvestors across generations. Against this backdrop, it's criticalto have a complete understanding of investors' decision-making andappetite for different investments to better inform portfoliocustomization, customer service and prospecting. Our Study provideskey insight into investor habits and sales channels, with the goalof delivering valuable data to inform investment product strategyand investment advice in the year ahead."
The monumental rise of self-directed investing as youngerinvestors seize assets within the channel
Since 2018, there has been a significant surge in the number ofinvestors adopting self-directed investing (online discountinvesting), with 31% of all investors allocating assets to onlinediscount brokerage platforms, about one-third of whom also have anadvisory relationship. Additionally, investors are intentionallyincreasing their asset ownership via online discount brokerages (upfrom 14% in 2018 to 23% in 2023).
This contradicts the widely assumed belief that self-directedinvesting is just for the young and less affluent. In fact,Broadridge's data shows that High-Net-Worth investors lean moreheavily on self-directed investing compared to their Mass Marketand Mass Affluent cohorts, with nearly 25% of assets in theself-directed channel.
While all generations are leveraging self-directed investing,Gen-Z, Millennial, and Gen-X investors are steadily increasingtheir assets within the channel, collectively gaining 9 percentagepoints to 36% at the expense of the Silent Generation andBoomers.
Alongside the rise of self-directed investing and the broadertrend of the democratization of investing, this year's Studyfurther exemplifies that younger, less experienced investors arecapturing their own piece of the pie. The count of Millennialinvestors is on a path to overtake the count of their Gen-Xpredecessors, with the count of Millennials up by 9 percentagepoints since 2018, jumping from 13% in 2018 to 22% in 2023. Incontrast, the count of Boomers saw a 9 percentage pointdecline.
The average number of investments held across generationscontinues to increase, with Millennials growing the fastest over afive-year period, increasing from six investments in 2018 to 10 in2023.
Americans fall out of love with mutual funds as equityinvestments double
2023 marked the first time that mutual fund assets dropped belowequity assets within individual investors' portfolios, with theshare of investors owning mutual funds declining from 72% in 2018to 62% in 2023. Further, the average number of equity investmentsheld by investors doubled from 4 in 2018 to 8 in 2023.
Boomers had the highest allocation to mutual funds in 2023(39%), compared to younger cohorts who are seeking alternativeoptions, such as ETFs and U.S. equities. Asset ownership inequities has risen among the younger generation of investors since2018, with Gen-Z doubling from 0.2% to 0.4%, Millennials more thandoubling from 2% to 6% and Gen-X jumping from 16% to 24%.
Additional key findings:
- Men make up more than half of investors (51%) and controlled55% of assets in 2023, up slightly from 54% in 2018. The averagemale investor is three years younger than the average femaleinvestor and perhaps owing to their higher median age, femaleinvestors have slightly higher median assets ($52,105 in 2023 compared to men's $50,271).
- The democratization of investing has been an overarching trendin asset management in the last decade, and the jump in the use ofonline discount brokers during the pandemic accelerated the shift.The share of investors without a college degree exceeded 50% forthe first time in 2022, reaching 51% in 2023. However, investorswho only hold a high school degree still fall significantly behindthose with higher levels of education in terms of median assets.Individuals without a college degree held $28,332 in assets in 2023, compared to$73,044 for those who completedcollege and $148,399 for those whocompleted graduate school.
- The online discount channel has steadily won a larger share ofassets over the last five years (jumping from 14% in 2018 to 23% in2023) and is on a trajectory to become the second largestdistribution channel segment. The Broker-Dealer channel retains thetop spot, although its market share has dropped 7% since 2018.
Broadridge's U.S. Investor Study (75+ pages, 100+ exhibits) isone of numerous proprietary reports enabled by Broadridge's Dataand Analytics capabilities. Firms use Broadridge's data-driveninsights to better understand where their best opportunities areand how to capitalize on them, and ensure they have their resourcesaligned against the right clients and customers. Firms use thecritical perspective to make better, more informed strategicdecisions about their businesses.
To view a summary of Broadridge's newest U.S. Investor Study,click here.
Study Methodology
To create this study, Broadridgeanalyzed de-identified share ownership data derived fromBroadridge's proprietary business processes consisting of tens ofmillions of retail investor households and billions of data pointsto achieve a unique level of insight into holdings invested throughfinancial intermediaries (broker-dealers, online, RIAs,wirehouses). Broadridge analyzed exchange-traded funds (ETFs),closed-end funds, open-end mutual funds and U.S. equities held intaxable accounts and IRAs for the years ending 2018, 2019, 2020,2021, 2022 and 2023.
About Broadridge
Broadridge Financial Solutions (NYSE:BR), a global Fintech leader with over $6billion in revenues, provides the critical infrastructurethat powers investing, corporate governance, and communications toenable better financial lives. We deliver technology-drivensolutions that drive business transformation for banks,broker-dealers, asset and wealth managers and public companies.Broadridge's infrastructure serves as a global communications hubenabling corporate governance by linking thousands of publiccompanies and mutual funds to tens of millions of individual andinstitutional investors around the world. Our technology andoperations platforms underpin the daily trading of more than$10 trillion of equities, fixedincome and other securities globally. A certified Great Place toWork®, Broadridge is part of the S&P 500® Index, employing over14,000 associates in 21 countries.
For more information about us, please visitwww.broadridge.com.
Media contact:
MatthewLuongo
Prosek Partners
+1 646-818-9279
mluongo@prosek.com
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(NYSE:BR) announced that...","one_line_short_text":" Broadridge Declares Quarterly Dividend of $0.80 Per Share\nPR Newswire\nNEW YORK, May 16, 2024 NEW YORK, May 16, 2024 \/PRNewswire\/ -- Broadridge...","link":"https:\/\/ih.advfn.com\/stock-market\/NYSE\/broadridge-financial-sol-BR\/stock-news\/93869749\/broadridge-declares-quarterly-dividend-of-0-80-pe","source":"PR Newswire (US)","source_logo":"\/common\/images\/news-sources\/prnus.png","tags":[],"timestamp":1715868600,"date":"Thu May 16, 2024 ","time":"10:10 AM (1 week ago)","full_date":"May 16, 2024 10:10 AM","post_time":"May 16 2024","article_id":93869749,"source_id":"prnus","media_url":null,"press_release":true},{"headline":"Broadridge to Participate in Upcoming Investor Event","short_text":" Broadridge to Participate in Upcoming Investor Event\nPR Newswire\nNEW YORK, May 15, 2024 NEW YORK, May 15, 2024 \/PRNewswire\/ --\u00a0Broadridge Financial Solutions, Inc. (NYSE:BR)\u00a0announced that it...","one_line_short_text":" Broadridge to Participate in Upcoming Investor Event\nPR Newswire\nNEW YORK, May 15, 2024 NEW YORK, May 15, 2024 \/PRNewswire\/ --\u00a0Broadridge...","link":"https:\/\/ih.advfn.com\/stock-market\/NYSE\/broadridge-financial-sol-BR\/stock-news\/93860434\/broadridge-to-participate-in-upcoming-investor-eve","source":"PR Newswire (US)","source_logo":"\/common\/images\/news-sources\/prnus.png","tags":[],"timestamp":1715804100,"date":"Wed May 15, 2024 ","time":"4:15 PM (1 week ago)","full_date":"May 15, 2024 4:15 PM","post_time":"May 15 2024","article_id":93860434,"source_id":"prnus","media_url":null,"press_release":true},{"headline":"Broadridge and Kyndryl to Partner in Canadian Wealth Management","short_text":" Broadridge and Kyndryl to Partner in Canadian Wealth Management\nPR Newswire\nNEW YORK and TORONTO, May 13, 2024 NEW YORK and TORONTO, May 13, 2024 \/PRNewswire\/ --\u00a0Global Fintech leader Broadridge...","one_line_short_text":" Broadridge and Kyndryl to Partner in Canadian Wealth Management\nPR Newswire\nNEW YORK and TORONTO, May 13, 2024 NEW YORK and TORONTO, May 13, 2024...","link":"https:\/\/ih.advfn.com\/stock-market\/NYSE\/broadridge-financial-sol-BR\/stock-news\/93834864\/broadridge-and-kyndryl-to-partner-in-canadian-weal","source":"PR Newswire (US)","source_logo":"\/common\/images\/news-sources\/prnus.png","tags":[],"timestamp":1715603400,"date":"Mon May 13, 2024 ","time":"8:30 AM (2 weeks ago)","full_date":"May 13, 2024 8:30 AM","post_time":"May 13 2024","article_id":93834864,"source_id":"prnus","media_url":null,"press_release":true},{"headline":"Form 4 - Statement of changes in beneficial ownership of securities","short_text":"","one_line_short_text":"","link":"https:\/\/ih.advfn.com\/stock-market\/NYSE\/broadridge-financial-sol-BR\/stock-news\/93828364\/form-4-statement-of-changes-in-beneficial-owners","source":"Edgar (US Regulatory)","source_logo":"\/common\/images\/news-sources\/edgar2.png","tags":["REGULATORY"],"timestamp":1715373768,"date":"Fri May 10, 2024 ","time":"4:42 PM (2 weeks ago)","full_date":"May 10, 2024 4:42 PM","post_time":"May 10 2024","article_id":93828364,"source_id":"edgar2","media_url":null,"press_release":true},{"headline":"Form 144 - Report of proposed sale of securities","short_text":"","one_line_short_text":"","link":"https:\/\/ih.advfn.com\/stock-market\/NYSE\/broadridge-financial-sol-BR\/stock-news\/93827812\/form-144-report-of-proposed-sale-of-securities","source":"Edgar (US Regulatory)","source_logo":"\/common\/images\/news-sources\/edgar2.png","tags":["REGULATORY"],"timestamp":1715371952,"date":"Fri May 10, 2024 ","time":"4:12 PM (2 weeks ago)","full_date":"May 10, 2024 4:12 PM","post_time":"May 10 2024","article_id":93827812,"source_id":"edgar2","media_url":null,"press_release":true}],"Preferred Contributors": ""}},created: function () {this.loaded = true;Vue.nextTick(function(){});}});});
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