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Digitization and Democratization: Broadridge 2023 Investor Study Highlights the New Face of Investors Amid Surging Growth in Self-Directed Online Investing

Published: 2023-05-15 07:00:00 ET

The growing number of first-time investors aren't all young, new Gen X and Boomer generation investors also on the rise
Advice still reigns, but self-directed investing via online discount brokerages now hold more assets than any distribution channel for investors age 55 and younger
Even among 85-year-old investors, one of every five dollars is invested via self-directed online discount brokerages, double from four years prior
Younger women held a higher asset percentage in mutual funds versus their male counterparts
14% drop in households that relied primarily on active mutual funds compared to four years ago

NEW YORK, May 15, 2023 /PRNewswire/ -- Three major investor trends are playing out in the asset management industry, according to the latest edition of the U.S. Investor Study from global Fintech leader, Broadridge Financial Solutions (NYSE: BR). The democratization of investing among all generations and investible asset levels, the evolution of the next-generation investor and the decline of active mutual funds are trends causing an urgent need for the fund industry and wealth managers to adjust their products and invest in new data, analytics and digital capabilities in order to address these changes.

Broadridge's landmark U.S. Investor Study draws on detailed analysis of billions of investor data points, made possible by its critical role at the center of a communications network linking thousands of brokers, tens of thousands of funds, and more than 100 million individual investors. As a result, the Study provides a powerful lens for asset managers and financial advisors alike to better understand the powerful trends driving the investment landscape.

"Personalization is becoming one of the industry's most disruptive trends that will have a profound impact on asset management product and distribution strategies," said Dan Cwenar, head of Broadridge Data and Analytics. "A deeper understanding of the end investor, especially those self-directing their assets, creates an opportunity for advisors to develop a more personalized experience for investors."

The Democratization of Investing and the Rise of the Young Investor

The investor population has changed significantly over the last four years as new investors enter the market. There is a surge in younger investors and an increase in Mass Market investor households (

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All statements made via social media sites sponsored or maintained by Enhanced Investments and its affiliates are for informational purposes only and do not constitute a comprehensive description of Enhanced Investments' investment advisory services.
Certain investments are not suitable for all investors. Before investing, consider your investment objectives and applicable fees. The rate of return on investments can vary widely over time, especially for long term investments. Investment losses are possible, including the potential loss of all amounts invested. Information provided by Enhanced Investments is for informational and general educational purposes only and is not investment or financial advice.