New study reveals Finnish investors’ preferences: equities and traditional funds lead, cryptocurrencies last
EVLI PLC PRESS RELEASE, JULY 9, 2026 AT 7:45 AM (EET/EEST)
New study reveals Finnish investors’ preferences: equities and traditional funds lead, cryptocurrencies last
Affluent Finnish private investors continue to favor traditional investment instruments, while cryptocurrencies are clearly the least appealing. At the same time, investors consider comprehensive digital services, competitive pricing, and a broad range of products and services to be the most important factors when selecting an asset manager.
The findings are based on a panel survey conducted by Evli in April–May 2026, examining investors’ views on wealth management services, investment instruments, and market risks. A total of 500 Finnish private investors participated in the survey, each with at least EUR 100,000 in investable assets or expecting to reach that level of wealth within the next five years.
Traditional investments remain dominant
The most attractive investment instruments among respondents continue to be equities and traditional mutual funds, which ranked as the most popular options across all age groups and among both women and men. A total of 71% of respondents considered equities to be an interesting or very interesting investment, while 68% regarded traditional mutual funds as attractive or very attractive.
These were followed by alternative investment funds, precious metals such as gold and silver, and residential real estate and property investments—again consistently across all respondent groups regardless of age or gender.
Across all respondents, cryptocurrencies are the least attractive investment. However, the youngest investor group is an exception: among those aged 18–34, cryptocurrencies were significantly more often perceived as an appealing investment compared with older age groups.
“In an uncertain global economic environment, the importance of diversification is further emphasized. Investors are currently building diversification primarily through traditional investments and precious metals, while the role of cryptocurrencies remains clearly smaller for most than public discussion might suggest,” comments Evli CEO Maunu Lehtimäki.
Geopolitics has become investors’ main concern
Respondents identified geopolitical uncertainty, the energy crisis, inflation risk, and a potential recession as the most significant investment risks. Younger investors aged under 34 perceive inflation as a clearly greater risk than older generations, while concerns about a recession are more pronounced among older respondents.
Almost all respondents recognize risks in the current market environment: only two percent reported that they currently see no significant threats from an investment perspective.
Digital services and pricing drive the choice of asset manager
When asked about the most important criteria in selecting a wealth management partner, the three key factors were comprehensive digital services, competitive pricing, and a broad range of products and services.
In addition, respondents value analytical tools that enable modelling of different portfolio scenarios and alternatives. Personal service also remains important: investors want a dedicated contact person, the possibility of face-to-face meetings, and fast, proactive communication.
“In high-quality wealth management, technology and expertise go hand in hand. Alongside the latest technology, investors want an experienced professional and a broad range of investment solutions to build a truly diversified portfolio even in an uncertain market,” Lehtimäki adds.
Men and women invest in similar ways
The results indicate that attitudes towards investing are currently largely similar regardless of investors’ age or gender.
The most notable difference between genders relates to the importance of responsibility in asset management. While 82% of respondents consider responsibility to be important or very important, its significance is particularly emphasized among female investors. A total of 89% of female respondents rated responsibility as very important or important when selecting an asset manager, compared with 76% of male respondents.
About the study
Evli conducted the survey as a panel study in April–May 2026. The target group consisted of Finnish private investors with at least EUR 100,000 in investable assets or who expect to reach that level within five years. A total of 500 individuals responded to the survey.
Additional information:
Mikaela Herrala, Head of marketing, communications and IR, Evli Plc, tel. +358 50 544 5740, mikaela.herrala@evli.com
Evli in brief
Evli is a Nordic wealth manager that guides institutions, companies, and individuals in building a prosperous tomorrow. With 40 years of experience, we offer award-winning and result-driven wealth management, along with a broad range of investment solutions. Evli employs around 300 professionals and manages EUR 21.5 billion in client assets (net as of 3/2026). Evli's B shares are listed on Nasdaq Helsinki.
For more information, visit evli.com.