US individual investors have a relatively high risk appetite

Retail investors consider most products to be more profitable than risky, research by Aureum Y shows

Key points:

• Retail investors in the US generally have a high risk appetite, as they see most investment products, gold, real estate and mutual funds as more profitable than risky.
• A large portion of US retail investors are actively involved in their investments, with three out of ten using online platforms/robo-advisors.
• Interestingly, while the general trend among professional investors in the US is moving away from ESG, many retail investors are still interested in the topic.

Retail investors in the US generally have a high risk appetite, as they see most investment products, gold, real estate and mutual funds as more profitable than risky, according to research by Aureum Y, Fundamental Group’s research division.

Only cryptocurrencies/NFTs, foreign currencies, private debt/credit and derivatives are perceived as more risky than profitable.

Between 23 May to 26 June 2025, we surveyed 2,200 individual investors in the US about their investments, their views on investment funds and sources of information, their media consumption and their perception of various asset management brands.

A large portion of US retail investors are actively involved in their investments, with three out of ten using online platforms/robo-advisors. Investors rely on a range of information sources to make investment decisions, with financial advisors being the most common source of information (used by 49% of respondents).

However, investors also seek information from financial influencers (34%), family/friends/colleagues (33%), asset managers (26%) and AI tools/answer engines (19%). Although financial influencers are more often used as an information source than AI tools, investors find AI tools more reliable than influencers and are also more likely to make a purchase based on a recommendation from AI tools than from influencers.

Interest in ESG

Interestingly, while the general trend among professional investors in the US is moving away from ESG, many retail investors are still interested in the topic. Our research shows that two-thirds of respondents are (very) interested in responsible investing.

Media consumption trends

Retail investors mostly consume content via television and streaming services. Radio and audio platforms are another key channel, especially for those who consume content during commutes or multitasking. Podcasts are quite popular, with 73% of investors listening to podcasts at least once a week.

For more information and to request access to the full report, visit our dedicated individual investors reports page.