UK investor confidence soars on higher ad spend

The study found growing adoption of artificial intelligence tools among investors

Investor confidence in the UK has reached its highest level since the Investor Index was launched in 2020, despite ongoing geopolitical tensions, trade disputes and market volatility, according to research from AML Group and The Nursery Research & Planning.

The Investor Index 2026 recorded a score of 115, up from 103 in 2025 and above the pre-pandemic benchmark of 100. The index measures investor confidence, perceived control over financial decisions and how informed investors feel when managing their investments.

Investors adapt to uncertainty

The findings suggest UK investors are becoming more comfortable navigating uncertain market conditions rather than waiting for stability to return. Seven in 10 investors said long-term investing is now more important than ever, while 50 per cent increased their investment contributions over the past year and a further 40 per cent maintained existing levels.

The research also points to a potential impact from sustained marketing activity by retail investment providers, many of which continue to promote long-term investing through periods of market volatility.

Confidence increased across all investor groups aged over 35, with the largest gains recorded among investors aged 35 to 44 and those with portfolios exceeding £250,000.

Confidence grows across Europe

For the first time, the Investor Index was expanded beyond the UK to include Germany and Italy. Germany recorded a score of 116, marginally ahead of the UK, while Italy scored 75.

UK investors were more likely than their European counterparts to believe that markets will recover and that current conditions present investment opportunities.

Nicola Wright, Insights Director, The Nursery Research & Planning: "Confidence is no longer closely tied to calm market conditions. Investors seem increasingly comfortable making decisions in a world where disruption and volatility are seen as part of the backdrop rather than temporary events. What's particularly interesting is how normalised uncertainty appears to have become for investors."

AI gains traction among investors

The study found growing adoption of artificial intelligence tools among investors, with 49 per cent of UK investors reporting that they have used platforms such as ChatGPT or Gemini for financial guidance. This represents an increase of 16 percentage points compared with the previous year.

Younger investors remain the most active users of AI-powered tools, highlighting the growing role technology is playing in financial research and decision-making.

Retirement outlook remains positive

Investors approaching or already in retirement reported higher levels of confidence in the UK than in Germany or Italy. According to the study, 84 per cent of UK investors nearing or in retirement believe their investments will be sufficient to meet their future needs, compared with 73 per cent in Germany and 65 per cent in Italy.

Researchers suggest factors such as the UK pension system and lower perceived healthcare cost risks may contribute to stronger confidence levels.

Advice market responds to changing behaviour

The research also examined the financial advice market, finding that advisers are adapting to increasing demand while managing regulatory and operational pressures.

Many advisory firms have increased minimum investment thresholds and are directing lower-value clients towards digital services, while reserving more personalised support for higher-value investors. Advisers are also increasingly adopting AI tools to support administration, research and compliance processes.

The findings challenge concerns around the so-called Great Wealth Transfer, with advisers reporting stronger client retention across generations than expected.

Nicola Davies, Strategy Director, AML Group: "The expansion of the Investor Index across three European markets gives us a richer picture of how confidence, behaviour and advice are evolving across different audiences.

"What this year's findings show is that the appetite is there across the board. Investors are more resilient than anyone anticipated, advisers are confident about where the profession is heading, and the people who haven't yet started investing are closer to that first step than they might think. For firms, that's invaluable. The better we understand how each of these audiences thinks and behaves, the better placed we are to serve them."

www.aml-group.com

www.the-nursery.net

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