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The “Baromètre de l’épargne et de l’investissement” published by the AMF in January 2025 reveals a strong trend towards investing in equities, particularly among young people. In a difficult economic climate, marked by persistent inflation, young investors seem to prefer the stock market to traditional savings, while not neglecting the need for prudence and financial security. The relationship between investors and their financial advisors is also proving positive, increasing confidence in recommended investments.
This report shows that the attractiveness of equities is growing, particularly among the under-35s, who are attracted by the high return potential these investments can offer. However, prudence remains paramount: precautionary savings continue to dominate, meaning that young and old alike maintain a balance between ambition and security.
The growing appeal of equities
Intentions to invest in equities are booming. At the end of 2024, it was found that 30% of French people were planning to invest in equities within the next twelve months, a figure that was up on previous years. Young people, particularly those under the age of 35, show an even greater propensity to invest: 53% plan to buy shares, compared with 42% the previous year. This renewed interest in the stock markets seems to be linked to a change in mentality, where risk is more accepted because of the potential gains offered by this investment.
Analysis of investment profiles by age
A study of investment behavior reveals marked differences by age group. While 53% of those under 35 are inclined to invest in equities, only 34% of those aged 35 to 54 share this intention. What’s more surprising is the low level of interest in equities expressed by senior citizens: only 12% of the over-55s plan to invest in equities.
Young people seem less frightened by the risk associated with equities. Just over half of 18-24 year-olds see equities as a potential profit, while this figure rises to 57% in the 25-34 age bracket. On the other hand, 61% of 35-54 year-olds consider these investments to be risky. This highlights a generation gap in the perception of investments and returns.
New trading platforms
The rise of trading platforms such as Boursorama, Fortuneo, Degiro and eToro has facilitated access to equity investing. These online services are particularly attractive to young people, who take advantage of the simplicity of these tools to invest independently. Indeed, generation Z, in search of flexibility and tailor-made solutions, is turning to these new investment modalities that combine simplicity and efficiency.
A competitive landscape has emerged, bringing to the fore players such as Trade Republic, Saxo Banque and Interactive Brokers, who offer accessible services at lower cost, responding to a growing demand for transparency and financial autonomy. These brands have succeeded in attracting a younger clientele by offering intuitive interfaces and diversified investment options.
Precautionary savings: an undeniable constant
Despite the craze for equity investments, precautionary saving remains predominant. Nearly 30% of French people say they plan to save more in the coming year, a clear increase on the previous year. This choice can be seen as a response to an uncertain economic environment, where security is becoming essential.
The motivations behind precautionary savings
The motivation behind the decision to favour precautionary savings is linked to the fear of market volatility and inflation. Indeed, while markets may promise high returns, they remain subject to fluctuations that frighten some investors, particularly older ones. For them, it seems wiser to opt for guaranteed investments, which provide a sense of security.
Young people, too, are no exception to this cautious trend. Although 34% of the under-35s plan to save only in guaranteed products, this shows an acute awareness of the risks associated with other forms of investment. Guaranteed investments, such as those offered by La Banque Postale, continue to attract many savers.
Breakdown of investment intentions
The following table illustrates the different savings and investment intentions of the French:
Type of investment
Percentage
Guaranteed investments
40%
Financial investments
12%
Crypto-assets
7%
Rental real estate
7%
Equity financing
2%
This table underlines the fact that, despite the attraction of equities, a significant number of people opt for safer investments.
The right advisor-client relationship
Another dimension revealed by the Barometer concerns the relationship between savers and their financial advisors. More than half of French adults feel that the advice they receive from their advisors is adapted to their personal situation. This is particularly true of the over-55s, for whom the importance of good advice is paramount in decision-making.
Dimensions of trust in financial advice
Confidence in advisors’ recommendations is also revealed in the figures: 93% of those surveyed felt that the advice was well suited to their needs. A striking fact is that more than half of all consultations resulted in the purchase of an investment product recommended by the advisor. This demonstrates a relationship of trust and commitment to the investment process.
Financial institutions, some of which like Nalo stand out for their personalized offers, seem to have understood the importance of this customer relationship. Savers increasingly appreciate the opportunity to benefit from an in-depth assessment of their savings, facilitating more informed decisions about future investments.
Overview of preferred investment products
Interestingly, almost 32% of French people hold at least one investment product in this sector. Their choices vary, but are mainly focused on listed equities and investment funds. Here’s a breakdown of the investment products held by savers:
Investment income
Percentage
Listed shares
12,5%
Funds and SICAVs
9,5%
Crypto-assets
7,7%
Unlisted funds
7,5%
Equity financing
6,5%
SCPI/OCPI
6,1%
This table provides an overview of the investment preferences of the French, with many continuing to favor listed equities and funds as their investment choices.
Market trends and the future of investment
While the current trend shows an increased interest in equities, especially among young people, it remains to be seen whether this dynamic will continue in the long term. The emergence of new players in the investment field and the development of innovative investment solutions could influence this behavior.
Future prospects for young investors
Young investors offer tremendous growth potential, especially in view of their higher risk tolerance. This could lead to a transformation of the investment landscape, with equities becoming an even more important part of young adults’ portfolios. What’s more, the availability of digital tools such as those from BinckBank and Interactive Brokers could accelerate this trend.
It is essential to continue monitoring the evolution of investment behavior, not only among young people but also in other age groups. Their savings and investment choices reflect not only the current state of the markets, but also society’s evolving values and expectations.
The need for greater financial education
For equity investing to become a norm for young people, robust financial education is needed. Schools and universities must integrate dedicated personal finance programs, enabling future generations to sharpen their skills and make informed investments. Education in personal finance management and access to relevant information could also reduce the perception of risk associated with investing.
The more informed young people are, the more likely they are to make informed investment decisions. This knowledge will encourage them to adopt long-term strategies, making them informed and prudent investors.
