Nordic ETF Investor Growth and Insights Report

This report presents findings from the People & Money research initiative, aimed at understanding ETF ownership trends in the Nordics. Conducted in partnership with YouGov, the study examines the evolution of ETF investors from 2022 to 2025, noting significant growth in the region. The number of ETF investors in the Nordics increased from 1.9 million to 2.6 million, marking a 38% growth. The report highlights that women and individuals aged 25 and above have shown the fastest adoption rates. It also discusses the sources of information influencing investment decisions and the varying levels of ETF understanding among different demographics. The report anticipates further growth, projecting an additional increase of 520,000 new ETF investors in the next year, with a substantial proportion being first-time buyers. Additionally, it emphasizes the role of demographic factors in shaping investment behaviors and preferences among Nordic adults.