In 2024, 23% of UK adults — roughly 12.5 million people — were actively investing in the stock market, and over half of all UK adults had invested at some point in the previous five years. That’s not a niche activity anymore. It’s ordinary people putting money into shares, funds, and ETFs, often starting with modest amounts. The average monthly investment across the UK sits at £514, but plenty of people begin with far less.
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What these numbers don’t show is the range of people behind them. A 24-year-old putting £50 a month into a global tracker fund is investing. So is a 55-year-old moving a lump sum from a savings account into a dividend-paying ETF. The idea that investing is only for the wealthy or financially sophisticated is fading fast. Younger generations are leading the shift — 68% of Gen Z and 65% of Millennials have invested at some point, compared to 48% of Gen X and 36% of Baby Boomers. Here’s what you actually need to know.
What Ordinary Investors Are Actually Doing
One term worth knowing early on is total return.
What I tend to notice is that people overcomplicate the entry point. You don’t need to pick individual stocks or time the market. Most ordinary investors I come across are using a single fund or ETF, adding to it monthly, and leaving it alone. That approach has worked well for a lot of people.
How Much People Invest and Where the Money Goes
The average UK investor puts in £514 per month, but that figure hides a wide spread. Some people invest £25 a week; others invest a few thousand once a year. What matters more than the amount is consistency. A person investing £100 monthly over 20 years will typically end up with more than someone who invests £2,000 once and never adds to it, assuming similar returns.
As for where the money lands, the breakdown is revealing:
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| Investment Type | Percentage of UK Investors | Typical Investor Profile |
|---|---|---|
| Individual shares and stocks | 23.5% | Often higher-income, comfortable with research |
| Funds (unit trusts, OEICs) | 13.4% | Broad range; popular with DIY investors |
| Investment trusts | 11.1% | More experienced; seeking income or growth |
| Cryptocurrencies | 10.5% | Disproportionately younger investors |
Notice that individual shares are the most common choice, but funds and investment trusts together account for nearly a quarter of investors. That’s a lot of people choosing diversification over picking single companies. Cryptocurrency sits at 10.5%, which is notable but still smaller than traditional equity investing.
Worth weighing against this: the platform you choose can eat into returns. Lower-income households tend to use Trading212 and Freetrade, which offer commission-free trading. Fidelity caters more to higher-income investors. If you’re just starting out, a platform with no trading fees and fractional shares makes more sense than a full-service broker charging £10 per trade.
Where New Investors Slip Up
Waiting for the “right time” to start
The FTSE 100 hit an all-time high in May 2024. Some people saw that and decided to wait for a dip. But the market has a habit of climbing while you wait. Someone who held off investing in January 2024 because prices felt high would have missed the 11.4% total return for the year. Time in the market beats timing the market almost every time.
Picking individual stocks without a plan
23.5% of UK investors choose individual shares, but the LSE reported its most significant net outflow of companies since 2009 in 2024, with 88 companies delisting or moving their primary listing. That makes stock-picking harder than ever. A single company can disappear from the exchange, leaving you with an illiquid holding. Funds and ETFs spread that risk across dozens or hundreds of companies.
Ignoring fees and platform costs
A platform charging 0.45% annually on a £10,000 portfolio costs £45 per year. Over 20 years, assuming 5% growth, that difference compounds to over £1,500 in lost returns. The same logic applies to fund fees. An ETF with a 0.07% ongoing charge versus a fund with 0.75% — the gap is enormous over time. Check what you’re paying before you buy.
Letting ESG preferences override returns
89% of investors factor ESG into their decisions, and 67% say sustainable investing is important. That’s fine, but some sustainable funds have higher fees or narrower diversification. If you’re investing for the long term, make sure the fund’s performance and costs are competitive, not just its label. A fund that underperforms by 1% annually for 20 years leaves you with significantly less money, regardless of how ethical it is.
If you’re unsure whether your current approach has any of these gaps, a quick check can help:
- Do I know the total annual cost of my platform and each fund?
- Am I invested in at least 10–20 different companies (or a single diversified fund)?
- Have I set up a regular monthly investment rather than waiting for lump sums?
- Do I have a clear reason for every holding, or am I guessing?
Building a Portfolio That Works for Real People
Start with a single global tracker fund
This is the most common starting point for ordinary investors, and for good reason. A global tracker fund holds thousands of companies across dozens of countries. You get instant diversification with one purchase. The ongoing charges are typically under 0.20%. You can buy it through any major platform, often with no dealing fee if you set up a monthly direct debit. The key is to pick one and stick with it, adding the same amount each month regardless of what the market does.
Use a Stocks and Shares ISA to protect your gains
Every UK adult gets a £20,000 annual ISA allowance. Any investment growth or income inside an ISA is free from capital gains tax and dividend tax. If you’re investing outside an ISA, you have to track your capital gains allowance (£3,000 for 2024/25) and dividend allowance (£500 for 2024/25). Most ordinary investors should max out their ISA before using a general investment account. The process is straightforward: open the ISA through your chosen platform, transfer cash in, and buy your fund. No tax return needed for ISA gains.
Consider ETFs for lower costs and flexibility
ETF ownership in Europe has grown 19% since 2022, driven largely by investors aged 18–34. 80% of these investors access ETFs through digital platforms. ETFs typically have lower ongoing charges than traditional funds, and you can buy and sell them during market hours like individual shares. For someone investing £100 a month, an ETF with a 0.07% fee versus a fund with 0.45% saves real money over time. Just watch out for trading commissions — some platforms charge per trade, which can eat into small monthly investments.
What’s changing: the shift toward digital platforms and ETFs
Analysts project steady growth in UK stock market participation through 2025, with more retail investors opting for ETFs. The trend is clear: lower costs, easier access, and younger investors driving the change. If you’re still using a traditional broker with high fees, it’s worth comparing what the newer platforms offer. The difference in annual costs can be hundreds of pounds on a moderate portfolio. If you need help understanding the tax implications of switching platforms or funds, a service like Financial Advisor can give you tailored guidance without a long-term commitment.
Frequently Asked Questions
Can I start investing with less than £50 a month? ▾
Do I need to pay tax on investment gains inside an ISA? ▾
What happens if I invest in a company that delists from the LSE? ▾
Is sustainable investing likely to underperform? ▾
Should I use Trading212, Freetrade, or Fidelity? ▾
How do I know if I’m paying too much in fees? ▾
The Real Story Is Ordinary People Showing Up
The data tells a clear story: investing in the UK is no longer reserved for the wealthy or the financially trained. 12.5 million people are doing it, and younger generations are joining faster than any before. The FTSE 100 delivered 11.4% in 2024, UK equity funds saw their first net inflows in years, and ETF adoption is climbing. None of this requires picking the next Amazon or timing a crash. It requires picking a sensible fund, using your ISA allowance, and adding to it regularly. That’s it.
Remember: this article is general information only. For advice on your specific situation, speak to a qualified professional.
If this was useful, you might also want to read How to Build a Strong Investment Portfolio in the UK.
Sources and Further Reading
Understanding Asset Allocation Strategies in the UK — A deeper look at how to split your money between different types of investments once you’re ready to move beyond a single fund.
Beyond Stocks & Shares: 3 Alternative Investments UK Beginners Should Consider — Explores options outside traditional equities, useful if you want to diversify further.
Unbiased (2024). Investment statistics in the UK: a comprehensive overview. 🔗
