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Mass Affluent Women and Younger Investors Redefine Investing Habits in UK, HSBC UK Research Reveals

By Lauren Towner · 20 November 2025

HSBC UK research shows women and younger mass-affluent investors driving wealth growth, expanding into alternative assets, and eligible for a £1,000 cashback offer on £100,000+ investments.
A new generation of ambitious investors is transforming the face of wealth in the UK, with women and younger people leading the charge, according to new research from HSBC UK. The study of over 1,200 mass affluent consumers found that traditional wealth stereotypes are being rewritten, as more women and young investors take control of their finances and pursue bold investment goals. Women breaking barriers in wealth creation High earning women are increasingly outpacing men in their financial journeys, with 24% earning £100,000 or more before the age of 30, compared to 21% of men. They are also setting their sights high; 46% of affluent women aspire to be millionaires or multi-millionaires. They also have higher aspirations when it comes to building their wealth in the next five years, with women hoping to increase earnings by £184,000 in the next five years, more than triple the surveyed male average of £57,000.  Among those with millionaire ambitions, more than a third (35%) expect to achieve this within four years, and one in five (22%) within just two years, signalling a confident, fast-moving shift in financial independence. Younger investors diversifying and driving confidence Younger investors aged 25–34 are taking a markedly different approach to wealth building. While 77% of all investors still hold money in cash savings, younger people are moving beyond traditional routes, only 33% would prioritise saving in a cash ISA in the future (vs 53% average). Instead, 24–35-year-olds are embracing alternative assets such as: 
  • Cryptocurrency (55%)
  • Private equity (44%)
  • Real estate (54%)
  • Forex (38%)
  • Gold and raw materials (35%)
  • Venture capital (32%)
They’re also the most financially confident group, as 97% say they’re comfortable managing their money, and 91% feel educated about investments.  However, despite being digital-first, and confident, younger investors were more likely than other age groups to value in-person interactions on wealth, with 44% preferring in-person support from their investment provider, compared to an average of 24%.  They were also the most likely demographic to seek financial advice, with more than half (52%) saying they already use a financial advisor (vs 42% average).  Rewarding modern investors  To support this new generation of confident, forward-thinking investors, HSBC UK has launched a £1,000 cashback incentive for customers who invest £100,000 or more in eligible wealth products. “Today’s investors are connected, ambitious and financially savvy,” said Xian Chan, Head of Premier Wealth at HSBC UK. “We’re seeing women and younger customers taking bold steps to build their wealth and developing advanced knowledge of asset types, while blending digital tools with expert advice. Our cashback offer rewards that mindset and helps them accelerate their long-term goals.” The new wealth incentive offer runs until 15 December 2025 and is open to new or existing HSBC Premier customers investing £100,000 or more in new funds across eligible investment products. For more information, visit: HSBC Premier Customers Investment Cashback Offer - HSBC UK

Companies in this story: HSBC

People in this story: Xian Chan

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