ETF investor trends
Confidence Starts Small
Our latest research shows that investors don’t need expert-level knowledge to start investing — sometimes all it takes is just a few small, practical steps.
Only 12% of ETF investors globally rate their ETF knowledge as expert or comfortable, yet 71% feel assured in their investment decisions. Perhaps this is because access to readily available information is giving ETF investors the confidence to invest without needing to be experts.
More Educated
ETF penetration is weakest in markets where ETF knowledge is lowest.The primary barrier to entry (28%) is lack of understanding.
More proactive
ETF investors are more likely to get their information from a broader range of sources including platforms (35%), expert opinion (31%) and AI assistants (27%)
More confident
71% of ETF investors are confident in their investment decisions, compared to just 52% of non-ETF investors.
1. AI refers to Artificial Intelligence.
The key takeaway is simple:
ETF investors don’t need to consume vast amounts of in-depth educational content to feel confident.
What matters more is how proactively they seek out information from a wide range of sources.
Isaure Chabannes-Wright
Global Head of ETF and Indexing sales & Digital Distribution.
“The main barrier to investing is not rational resistance or product shortcomings, but a gap in education and confidence and our research suggests it does not take much to help investors feel comfortable taking that first step.”
This report explores how simple guidance, clear information and manageable actions can help turn hesitation into confidence, making ETF investing feel more accessible for everyone.
This page contains information which summarize the result and the findings of a survey conducted by Amundi Asset Management S.A.S. The views and the findings should not be relied upon as investment advice, security recommendation, or as an indication of trading for any Amundi product. This material is provided for illustrative purposes only and does not constitute an offer or solicitation to buy or sell any security, fund units or services. Whilst due care and attention has been taken during the preparation of this document, the Amundi group of companies cannot accept liability for any errors or omissions contained within and expressly disclaim any liability whether in contract or negligence to the addressee of this document or any third party. Investment involves risks, including market, political, liquidity and currency risks. The information contained herein is as of 10/09/2026 except where otherwise stated.
Doc ID: 5853622