Returning investors drive market growth as caution replaces confidence
Key points
- Sentiment towards US shares weakens; Australian equities lead on net buying intention: Geopolitical tensions and US trade policy uncertainty dampen sentiment, with Australian equities holding the strongest net intention to buy, more than twice that of US equities
- Returning online investors fuel growth as first-time participation slows: The online investor numbers grew to 1.36 million, driven by reactivations, while first-time investor inflows fell to a post-COVID low, now accounting for just 4% of participants
- Child accounts and AI adoption signal new expectations for online investor engagement: One in eight investors hold child accounts and 15% use AI tools, prompting new platform expectations around education, transparency, and long-term support features
Investment Trends has released its 32nd semi-annual edition of the 2025 First Half Australia Online Investing Report, the industry’s most comprehensive benchmark of online investor attitudes, behaviours, and platform performance across shares and ETFs.
The report reveals a marked shift in sentiment as investors respond to growing geopolitical and trade uncertainty. While confidence in US equities has deteriorated, intentions remain net positive. Australian equities now hold the strongest net intention to buy, more than double that of US shares, reflecting a preference for perceived stability and confidence in local fundamentals.
“We’re seeing a recalibration in how investors approach global markets,” said Yiğit Günhan, Senior Analyst at Investment Trends. “Investors aren’t rushing to exit international markets, but they are becoming more selective, with domestic equities standing out as the comparatively more stable option.”
The report also reveals that despite ongoing volatility, the number of active online investors continues to climb, up 2% half-on-half, from 1.33 million in November 2024 to 1.36 million in May 2025. This growth driven largely by returning investors looking to ‘buy the dip’, while new investor participation has slowed to a post-COVID low to 52,000 individuals, accounting for just 4% of the active base.
“We’re seeing a more conviction-driven online investor base take shape,” said Günhan. Reactivations suggest that dormant investors are returning with purpose, while the slowdown in new entrants signals an opportunity, and responsibility, for platforms to provide clearer guidance and support in a more uncertain environment.”
The report highlights that over one in eight (13%) online investors hold investment accounts on behalf of their children, with goals spanning education funding, wealth creation, and financial literacy. Platforms servicing this segment are increasingly evaluated on long-term value, guidance tools and ease of use. Meanwhile, 15% of investors now use AI tools for investing, most often for education and market analysis, though trust and transparency remain barriers to broader adoption.
“Whether investors are opening accounts for their children or exploring AI tools, they’re looking for platforms that do more than execute trades,” said Günhan. “They’re looking for platforms that can support education, embed good habits early, and evolve with the next generation of investors. AI tools will play a key role, but only if they’re transparent, trusted, and built for learning.
About the report
The 2025 First Half Australia Online Investing Report is based on a survey conducted by Investment Trends from 1 April to 18 May 2025, capturing 8,608 respondents including 5,588 online investors. The Report is the largest and most comprehensive independent study of the retail online investing market in Australia.
