Germany’s
online investing market has rebounded with a 3% increase in investor numbers,
reaching 1.79 million participants after experiencing a decline in 2024. The
growth comes as investors return to the market with a renewed focus on
long-term financial goals and retirement planning.
According
to Investment
Trends’ 15th annual Germany Online Investing Report, the market recovery is
being fueled by three key segments: first-time investors entering the market,
previously dormant investors returning to active trading, and continued
engagement from existing investors.
Lorenzo Vignati, Associate Research Director at Investment Trends
“This
year’s online investor participation rebound highlights the resilience of the
German investing public,” said Lorenzo Vignati, Associate Research
Director at Investment Trends. “We’re seeing a return of previously
inactive investors alongside a strong influx of new market
participants—together reshaping the market landscape.”
It is worth
emphasizing that these data pertain to the entire investment market in Germany.
As for the purely CFD market, these values are much smaller, and according to
Investment Trends statistics from previous years, fewer
than 85,000 investors actively trade such contracts.
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also like: Why
50,000 Retail Traders are Rushing Back to Hong Kong Markets
Changing Investor
Motivations
The latest
wave of new and reactivated online investors in Germany is displaying
distinctly different motivations compared to previous years. These investors
are primarily drawn to platforms that allow small-amount investing and support
long-term savings goals. ETFs have emerged as the preferred investment vehicle
among this group, while interest in individual shares has waned.
“This shift
towards long-term savings goals and low-entry investing reflects a more
purposeful mindset among new and returning online investors in Germany,” added
Vignati. “They’re not just testing the waters—they’re entering the market with
clear goals.”
Word-of-mouth
has gained significant traction as a key entry trigger, particularly among
newer investors, highlighting the growing influence of peer networks in driving
market participation. This
social validation appears to be playing an increasingly important role in
bringing new participants into the online investing space.
For
brokers, the shifting investor mindset presents both challenges and
opportunities. The priority must be supporting these goal-oriented investors
with accessible tools that build confidence and foster long-term engagement
rather than simply focusing on short-term trading capabilities.
Record-Breaking Broker
Switching
Perhaps the
most striking finding in the report is the unprecedented level of broker
switching, which has reached an all-time high of 16%. This significant increase
signals a highly fluid and competitive environment in Germany’s online
investing landscape.
“This
elevated churn reflects a more discerning online investor in Germany—one
actively seeking platforms that deliver on both value and innovation,” said
Vignati. “Brokers must go beyond cost competitiveness to build loyalty,
focusing on simplicity, transparency, and solutions that meet rising
expectations.”
Brokers now
face the challenge of differentiating themselves beyond cost, with simplicity,
transparency, and innovative solutions becoming critical factors in retaining
clients in this highly competitive environment.
Market Outlook
While
investor numbers are rebounding, the report notes that capital gain
expectations for domestic equities continue to decline. This suggests that
despite returning to the market, German investors maintain a cautious outlook
on potential returns.
The
research, based on a quantitative online survey of 11,680 German online
investors and traders conducted between January and February 2025, provides a
comprehensive view of the evolving German investment landscape as it enters a
new phase of growth driven by long-term focused participants.
Germany’s
online investing market has rebounded with a 3% increase in investor numbers,
reaching 1.79 million participants after experiencing a decline in 2024. The
growth comes as investors return to the market with a renewed focus on
long-term financial goals and retirement planning.
According
to Investment
Trends’ 15th annual Germany Online Investing Report, the market recovery is
being fueled by three key segments: first-time investors entering the market,
previously dormant investors returning to active trading, and continued
engagement from existing investors.
Lorenzo Vignati, Associate Research Director at Investment Trends
“This
year’s online investor participation rebound highlights the resilience of the
German investing public,” said Lorenzo Vignati, Associate Research
Director at Investment Trends. “We’re seeing a return of previously
inactive investors alongside a strong influx of new market
participants—together reshaping the market landscape.”
It is worth
emphasizing that these data pertain to the entire investment market in Germany.
As for the purely CFD market, these values are much smaller, and according to
Investment Trends statistics from previous years, fewer
than 85,000 investors actively trade such contracts.
You may
also like: Why
50,000 Retail Traders are Rushing Back to Hong Kong Markets
Changing Investor
Motivations
The latest
wave of new and reactivated online investors in Germany is displaying
distinctly different motivations compared to previous years. These investors
are primarily drawn to platforms that allow small-amount investing and support
long-term savings goals. ETFs have emerged as the preferred investment vehicle
among this group, while interest in individual shares has waned.
“This shift
towards long-term savings goals and low-entry investing reflects a more
purposeful mindset among new and returning online investors in Germany,” added
Vignati. “They’re not just testing the waters—they’re entering the market with
clear goals.”
Word-of-mouth
has gained significant traction as a key entry trigger, particularly among
newer investors, highlighting the growing influence of peer networks in driving
market participation. This
social validation appears to be playing an increasingly important role in
bringing new participants into the online investing space.
For
brokers, the shifting investor mindset presents both challenges and
opportunities. The priority must be supporting these goal-oriented investors
with accessible tools that build confidence and foster long-term engagement
rather than simply focusing on short-term trading capabilities.
Record-Breaking Broker
Switching
Perhaps the
most striking finding in the report is the unprecedented level of broker
switching, which has reached an all-time high of 16%. This significant increase
signals a highly fluid and competitive environment in Germany’s online
investing landscape.
“This
elevated churn reflects a more discerning online investor in Germany—one
actively seeking platforms that deliver on both value and innovation,” said
Vignati. “Brokers must go beyond cost competitiveness to build loyalty,
focusing on simplicity, transparency, and solutions that meet rising
expectations.”
Brokers now
face the challenge of differentiating themselves beyond cost, with simplicity,
transparency, and innovative solutions becoming critical factors in retaining
clients in this highly competitive environment.
Market Outlook
While
investor numbers are rebounding, the report notes that capital gain
expectations for domestic equities continue to decline. This suggests that
despite returning to the market, German investors maintain a cautious outlook
on potential returns.
The
research, based on a quantitative online survey of 11,680 German online
investors and traders conducted between January and February 2025, provides a
comprehensive view of the evolving German investment landscape as it enters a
new phase of growth driven by long-term focused participants.
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