Unpacking Investor Trends: What’s Driving Retail Engagement in 2025?

Australia is a nation of investors. More than 7.7 million Australians—or just over 3% of the adult population—hold investments on the ASX, highlighting a uniquely high level of retail investor participation. But as the demographics of the market shift and new mediums for communication emerge, how we connect with these investors needs to evolve too.

Who is the Average Aussie Investor?

The average Australian investor is 47 years old, with a strong lean toward males—58% are male, while 42% are female. Interestingly, older investors are more likely to hold Australian shares than any other age bracket, suggesting a traditional, homegrown preference among long-term holders.

Information Sources: It’s All About Trust

Forget flashy campaigns and one-size-fits-all messages. When it comes to where investors turn for guidance, family and friends top the list—for both males and females.

However, female investors in particular tend to rely on more personal, trust-based sources. This offers a major opportunity. With 64% of those who have never invested being female, there’s untapped potential waiting to be unlocked—if we can meet them where they are, in ways that feel approachable and relevant.

So, How Do We Make Investing Feel More Inclusive?

Let’s be real—finance can feel intimidating. If we want to engage female investors (or any new-to-market audience), we need to focus on removing the psychological and visual barriers. That means:

Visual storytelling with accessible design – There’s power in colour psychology. Research shows women tend to engage with calming tones (like teals, greens, and muted pastels) more than high-contrast or aggressive colour schemes.
Demystify the content – Ditch the jargon. Use analogies, everyday examples, and real-world scenarios.
Build familiarity before selling the message – Think about where these audiences are already active. Instagram? YouTube Shorts? Podcasts? Use those platforms not to sell, but to explain and educate.

Video is Queen

When it comes to engagement, short-form video is king—or rather, queen. Videos over 10 minutes suffer significant drop-off, so keep it tight, clear, and punchy. A 60-second reel explaining “What is a dividend?” will go further than a 15-minute explainer full of charts.

This format works particularly well with younger investors, who are also driving demand for ESG-aligned investments. With 31% of investors making decisions based on ESG, and growing interest from millennials and Gen Z, messaging needs to go beyond financials to include purpose, ethics, and sustainability.

Europe is leading the charge in ESG education—it’s worth looking across the pond for inspiration on how to weave ESG into investor narratives in a compelling way.

Reaching Retail Investors in 2025: A Multi-Layered Approach

There’s no single way to reach today’s investor. What we’re seeing is a need for segmentation and strategy:

Family and friends remain powerful referrers, so think about how your message can be easily shared in social settings or group chats.
Brokers still play a key role, especially through research, webinars, and CEO connection events. Collaborating with brokers to develop accessible content can boost trust and credibility.
High-value investors, often willing to pay for premium research or attend in-person events, need a different approach—more detailed reports, tailored comms, and regular touchpoints.
Treat investor engagement like a full-funnel marketing strategy—segment by value, stage, channel, and content type.

Final Thoughts: Connection First, Conversion Later

Investor engagement isn’t about shouting louder. It’s about being where your audience is, speaking their language, and understanding what matters to them. For Investability, that means creating content strategies that build trust, inform clearly, and reach people across the platforms they already use.

Whether you’re a listed company or a private business looking to scale, understanding investor behaviour is step one—and shaping your message with intention is where the real impact begins.

Want help reaching today’s investors with tomorrow’s tools? Get in touch.

Unpacking Investor Trends: What’s Driving Retail Engagement in 2025?