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ETF insights & trends in the Nordics

As investment participation, market access and wealth-building approaches evolve, we are committed to tracking and sharing the trends behind this shift — giving the investment industry and policymakers the insights they need to better understand investors and shape the future of retirement readiness.

Capital at risk. Don’t invest unless you’re prepared to lose all the money you invest. This is a high-risk investment and you should not expect to be protected if something goes wrong.

The data in the surveys featured are labelled with the month and year the data was collected.

The next wave of ETF investors in Europe

November 2025

With ETFs emerging as the fastest-growing investment product in Europe1, our 2025 People & Money research tracks the evolution of ETF ownership since 2022. It highlights key demographic and regional growth opportunities and offers practical insights into how we can help build confidence and engagement among new investors.

The trends shaping investing in the Nordics

October 2024

Building on our 2022 ETF research, the 2024 People & Money study goes beyond ETFs to capture the broader forces reshaping investing across Europe. It highlights the trends driving today’s behaviour and the opportunities shaping the future.

Image of the 2024 People & Money report.

The next wave of ETF investors in Europe

November 2025

With ETFs emerging as the fastest-growing investment product in Europe1, our 2025 People & Money research tracks the evolution of ETF ownership since 2022. It highlights key demographic and regional growth opportunities and offers practical insights into how we can help build confidence and engagement among new investors.

The next wave of crypto investors in Europe

March 2025

Crypto was the second-fastest growing investment product since 2022.1 Our 2025 People & Money Crypto study explores the evolving crypto landscape, examining current investor behaviour, future growth potential and what it means for the market.

Image of the People & Money crypto spotlight report.
Source

1Source: BlackRock People & Money/YouGov Plc. The Next Wave of Crypto Investors in Europe. 17 March 2025.

BlackRock

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