Women and younger generations in Europe are at the forefront of a growth in investment, a study by BlackRock across 36,730 adults shows.
A “steady rise” in the number of European investors is driven particularly by increased participation among women, Generation Z, and Millennials, according to BlackRock’s calculations.
Across Europe, the percentage of women investors participating in investment rose sharply in 2024, with 29% of women now investing—an 11% increase year-on-year, the research indicated. In contrast, men have seen a 4% rise, with 47% now participating in investments.
These figures indicate that while men continue to dominate in absolute terms, the pace of growth among women is accelerating.
A notable 46% of individuals aged 25-34 are now investing, a 13% increase from 2022. The trend is especially pronounced in the UK, where 32% more women are investing compared to two years ago. Among men, the UK saw a 14% rise, with 42% now involved in investments.
11 million new investors
Europe as a whole saw the emergence of 11 million new investors over the last 12 months, with the UK leading the way. In the UK alone, 3.5 million new investors joined the market, representing a 21% growth in investment participation (from 30% in 2022 to 36% in 2024). This shift is largely attributed to digital platforms offering easier access to investment options and growing awareness about the importance of financial planning.
Just over half (51%) of investors are using investment funds including mutual funds and ETFs to access investments in Europe but stocks and shares remain the most held investment option for European investors (55%), with a 6% increase in the number of investors from 2022 to 2024.
One in five (20%) European investors now owns an ETF and there were 3.7 million new ETF investors compared to 2022. ETFs were the fastest growing investment surveyed, with a 19% increase since the previous survey. The UK has seen the highest increase in ETF ownership across Europe, at 57%.
According to Timo Toenges, Emea head of digital wealth at BlackRock: “Household investments in Europe have increased dramatically since 2020, driven by a combination of factors, including the rise of digital investment platforms. With low interest rates in recent years, more people are turning to capital markets to secure their long-term financial futures.”
Barriers to investing
Despite this surge in investment activity, barriers remain for many potential investors. The primary reason cited by non-investors for not participating in the market is a perceived lack of sufficient funds. In the UK, 70% of non-investors believe they do not have enough money to start investing. Additionally, 54% of young people aged 18-24 said that a lack of understanding or know-how is preventing them from investing.
