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The FINRA Investor Education Foundation (FINRA Foundation) has <a href="https://www.finra.org/media-center/newsreleases/2025/new-finra-foundation-research-examines-shifting-investor-behaviors" target="_blank" rel="noopener noreferrer nofollow">released</a> a new report, Investors in the United States: Results from the FINRA Foundation’s National Financial Capability Study, offering an in-depth look at how American retail investors are adapting to changing market conditions, new technologies, and evolving financial risks.
Jonathan Sokobin, Chair of the FINRA Foundation and FINRA’s Chief Economist, said the findings reflect a transforming investor landscape. “The latest FINRA Foundation research on investors provides rich insights into how market conditions, technology, and generational shifts are changing the profile of investing and reshaping investor behaviors and attitudes,” he noted.&nbsp;
Sokobin added that the study serves as an important resource for <a href="https://hash.media/hashdesk/fasb-may-add-new-accounting-rules-for-crypto-transfers/" target="_blank" rel="noopener noreferrer nofollow">policymakers</a>, educators, researchers, and financial professionals.
FINRA Foundation President Gerri Walsh highlighted growing concerns related to young and inexperienced investors. “They still struggle with gaps in investing knowledge and risk assessment, which can leave them vulnerable to costly missteps,” she said.&nbsp;
Walsh emphasized the continuing need for strong investor education efforts.
The report draws insights from 2,861 U.S. respondents with non-retirement investment accounts and builds on prior studies conducted in 2021, 2018, and 2015.&nbsp;
New focus areas include attitudes toward risk, reliance on social-media influencers, and awareness of investment fraud.
Key findings reveal notable shifts. The rate of new investors entering the markets has declined sharply, with only 8% beginning to invest in the past two years compared to 21% reported in 2021.&nbsp;
Ownership of non-retirement investments also fell among young adults, men, and people of color, erasing gains seen in earlier surveys.
Risk tolerance has also weakened. The share of investors willing to take substantial risks dropped to 8%, while younger investors, despite being more active in options trading and margin use, are becoming more cautious overall.&nbsp;
Social media plays a growing role in investment decisions: 29% use social platforms for information, and 26% follow finfluencers, rising to 61% among investors under 35.
Concerns about investment fraud have risen, yet most investors believe they have not been targeted. Meanwhile, knowledge gaps persist, with respondents answering fewer than half of the quiz questions correctly, especially on margin and short selling.
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FINRA study shows shifting investor trends and Crypto interest

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