Women lead surge in Australian new investors

A historic high of 11.5 million Australians now hold investments outside of superannuation and their primary residence, with women forming the majority of potential new entrants as interest in financial guidance grows. According to the 2026 ASX Australian Investor Study, investors make up 54% of adults, an increase from 10.2 million in 2023. Roughly 2.5 million people have entered the investor pool since the decade began so far.

Younger investors enter the market

Australians aged 18 to 29 accounted for almost four in 10 prospective investors, pointing to a younger cohort preparing to enter the market. Another 950,000 Australians who do not currently invest intend to start within the next 12 months, with women representing 61 per cent of this group. It was the first time in the study’s history that women had significantly outnumbered men among intending investors.

ETFs were emerging as a pathway into investing, with ownership more than doubling since 2020 to an estimated 2.82 million Australians. Around one-third of intending investors were considering ETFs over the next 12 months, compared with 41 per cent considering Australian-listed shares. Cryptocurrency participation had also increased, with an estimated 2.79 million Australians currently holding cryptocurrency or having traded it during the previous 12 months.

Artificial intelligence tools are gaining traction among younger Australians. Around 14 percent of investors aged 18 to 29 use AI as a source for investment information, joining established channels like brokers and family. The study highlights that adoption is strongest in this demographic. Investors identified determining which information to trust as their primary challenge, followed by finding the best companies or investment ideas. Additionally, difficulty analyzing specific stocks was reported by 21 percent of respondents.

Investors are increasingly willing to pay for advice, with the median annual amount rising to $900, up from $600 in 2023 and $500 in 2020. However, prospective investors remained more constrained in what they were prepared to spend. Although 38 per cent intended to seek advice within the next year, their median annual willingness to pay was $300.

Almost half of intending investors would pay $500 or less annually, while almost one in 10 said they needed advice but would not pay for it. The report suggested digital or scaled advice models could appeal to those seeking more accessible, lower-cost guidance. Overall, 37 per cent of investors intended to seek financial advice within the next 12 months, up from 32 per cent in 2023. Among those aged 18 to 29, the proportion increased from 28 per cent to 46 per cent.

Knowing which information to trust remained investors’ leading challenge, cited by 29 per cent of respondents. Identifying the best companies or investment ideas was a challenge for 26 per cent, while 21 per cent reported difficulty analysing the financial performance of specific stocks.

Assets and demographics

The study found 39 per cent of Australian adults held shares, exchange-traded funds (ETFs) or other listed investments, marking the highest level of on-exchange participation since the global financial crisis. Women represented 41 per cent of on-exchange investors, up from 38 per cent in 2023, equating to approximately 3.4 million women holding shares, ETFs or other listed assets. Despite the expanding investor base, portfolios remained relatively modest for many Australians, with 42 per cent of investors holding less than $100,000.

Investors have a median income of $110,000 and an average age of 46. Common assets include shares, property, ETFs, term deposits, and cryptocurrency.

This year’s release marks 40 years of ASX investor research, showcasing how privatisations, online broking, education, and new products have expanded participation since 1986. The 2026 study surveyed 4,495 Australian adults, including 3,246 investors and 1,249 non-investors, conducted by Investment Trends in January and February.