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Take a deeper dive into the changes in investor portfolios in our full study. Discover what the shifts in products and channels could mean for you.
Wealthy investors are fleeing active, too
37% -> 26%
2018
37%
19%
43%
2022
26%
20%
55%
High Net Worth 2
Equities
ETFs
Mutual Funds
Decline in mutual fund AUM among the wealthiest investors
Sharp drop among active households
Active AUM decreases
Wealthy investors are fleeing active, too
Sharp drop among active households
2018
2022
75
%
64
%
The graph above includes households that have active mutual funds in their portfolio in any proportion.
Percent of households holding active mutual funds
Active AUM decreases
Wealthy investors are fleeing active, too
Sharp drop among active households
Active AUM decreases
2018
2022
76
%
71
%
Source: Broadridge Global Market Intelligence
Active mutual fund AUM as a percent of all mutual fund AUM
Investors don’t care about tradition. Once the mainstay of investor portfolios, mutual funds now command a far smaller percentage of assets.
Is the reign of active mutual funds over?
Active mutual funds are on the decline
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Despite what you may have heard, younger investors share a lot in common with their older counterparts. Read the full study for an in-depth look at the wealth holders of tomorrow.
Uptick in average AUM
$38
$35
Men
$33
$31
Women
Average AUM ($000)
2018
2022
AUM, 30-year-olds
They’re flocking to the online channel
Holding more products, but fewer mutual funds
Uptick in average AUM
They’re flocking to the online channel
Men
37
%
25
%
Women
32
%
18
%
% of individuals
2018
2022
Online channel usage, 30-year-olds
Holding more products, but fewer mutual funds
Uptick in average AUM
They’re flocking to the online channel
Holding more products, but fewer mutual funds
2018
2.4
1.9
1.1
5.3
2022
1.5
3.0
3.2
7.7
30-year-olds
Average number of equities
Average number of ETFs
Average number of mutual funds
Younger investors are poised to inherit trillions of dollars by 2030. Our assessment of their investment behaviors over four years can help you align with the product types and channels they prefer most.
How are 30-year-olds investing?
The next wave of investors is here
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Access the full study for more on who’s investing — and how. Examine the investor nuances your firm can capitalize on to get ahead of the competition.
More investors with lower assets
Millennial
32%
38%
Gen X
18%
22%
Boomer
12%
10%
Silent
10%
6%
2018
2022
Percentage of investor householdswith less than $3.5K AUM
Millennials lead Mass Market upswing
Mass Market investors surge
More investors with lower assets
Millennials lead Mass Market upswing
Millennial
35%
44%
< $100K in investable assets
2018
2022
Percentage of Millennial Households in the Mass Market
Mass Market investors surge
More investors with lower assets
Millennials lead Mass Market upswing
Mass Market investors surge
Millennial
35%
44%
Gen X
26%
31%
Boomer
22%
23%
Silent
16%
15%
< $100K in investable assets
2018
2022
Rise in Mass Market households investing across generations
5
%
New regulations, tech, and resources are opening the marketplace to more investors. We call it “the democratization of investing.” As more first-time prospects enter the playing field, data on their preferences and goals can inform strong engagement strategies.
Investing is more accessible. How does that alter the landscape?
Democratization is on the rise
Active mutual funds are on the decline.
The next wave of investors is here.
Democratization is on the rise.
We analyzed data for approximately 90% of households who invested in mutual funds, equities, and ETFs sold through financial intermediaries from 2018-2022. After analyzing billions of data points, these are the three biggest trends you need to know:
Insights you need to know now
U.S. Investor Study