Retail Investors Call for More Financial Education and Greater Support, According to Research

Retail investors want to see more meaningful education from financial brands, according to the latest findings from Finimize’s Modern Investor Pulse survey out today.

In an evolving financial landscape where 13 million UK adults hold £430 billion in cash deposits that could otherwise be invested, the findings highlight a significant opportunity for financial brands. Yet, many are missing the mark: nearly half (46%) of retail investors surveyed perceive them as too similar, while 48% feel that financial brands often lack a distinctive personality.

The survey of 2,000 retail investors found the following key opportunities for financial brands in 2025:

• Demand for financial education and advice: The number one need from retail investors from financial brands is more educational content (20%), followed by more financial advice (19%) in comparison to just 1% looking for tools and advice in financial planning. This coincides with the FCA’s on-going Advice Guidance Boundary Review, underlining the clear appetite for improved resources. A previous Finimize survey highlighted this trend, with 80% of UK retail investors expressing a desire for better access to direct advice from the financial services industry.
• Personal values are a priority: Nearly half of retail investors (48.2%) choose financial brands based on alignment with their values, indicating a growing demand for purpose-driven relationships in financial services. 
• Education builds brand loyalty: Over half (57%) of investors value brands that educate or inspire them, underlining the importance of brands serving as knowledgeable guides rather than mere service providers.
• Differentiation and memorability matter: Over half (51%) of investors are more likely to remember and consider a brand that uses unique content, reflecting the importance of standing out in a crowded market. 

Max Rofagha, CEO and Founder at Finimize, commented, “Retail investors want more than just a platform, transaction or bank; they want financial brands that understand and align with their personal values and provide genuine educational value. For financial institutions across the board – old and new – this represents a real opportunity to differentiate through personalised content and authentic engagement that meets clients where they are.”

“With the Great Wealth Transfer taking place, which will see the transfer of $84 trillion over the next two decades, and will place Gen Xers and Millennials in control of half the world’s wealth by 2030, the financial landscape is changing irrevocably. Now is the time for brands to become trusted, memorable partners in the financial journeys of so many. As retail investors become more selective, it’s clear that focusing on education, values, and unique, insightful content can drive stronger client relationships”.