Three-quarters of Brits don’t invest. Unsurprisingly, the main reason being a lack of knowledge and understanding of investing (22%)¹. Whilst investing can often feel exclusive and elitist, the rise of technology and more accessible educational resources has meant that the face of investing is actually changing- and there is data to support it.
We want to challenge stereotypical perceptions of what investing is and the diverse options there are available. After all, there is more to investing than just stocks and shares.
To do so we have used AI to describe and visualise what stereotypical investors across 6 popular areas look like and have compared them to new data which highlights how public perceptions are changing.
Miraj Ladwa, director of Bullion Giant, said: “It may seem like a challenging time to start investing, with the cost of living crisis and political uncertainty, but I firmly believe there’s an investment option for everyone—whether you’re a small-scale investor or have a larger risk appetite.'”
6 Types of Investors and How AI Sees Them
We focused on 6 key areas of investments to see how AI sees them and where it projects they will go. Why should you invest in gold, stocks, or even crypto and who are the faces behind it all? Have a look below to see what AI thinks about each of these popular investment paths and the people taking part in them.
Gold
Gold is an investment favoured for its stability, value retention, and as a safe-haven asset in times of inflation and economic downturns.
How does AI describe someone who invests in gold?
The average gold investor typically ranges from mid-30s to late 60s, often male, with a household income of at least $75,000 [approx. £57,000]. Many hold college degrees in finance, business, or engineering and work as financial analysts, business owners, or retired professionals.
They favour business casual attire, sometimes wearing understated gold jewellery, and have experience in traditional and alternative investments. Motivated by wealth preservation and market diversification, these conservative investors view gold as a safe haven asset, enjoying financial news and investment seminars in their leisure time.
Midjourney generated image of a gold investor
In contrast to stereotypes, recent YouGov data indicates a significant shift in the gold investment landscape, with a 25% increase in popularity among younger investors aged 25 to 49 over the past year.* This younger demographic may not fit the traditional profile, suggesting that younger investors are seeking diversification and protection against economic uncertainty.
Stocks and shares
Stocks and shares are ownership stakes in companies, which have the potential to earn dividends and profit from price appreciation over time.
How does AI describe someone who invests in stocks and shares?
The average stocks and shares investor typically ranges from 25 to 55 years old, with a male majority and household incomes between $75,000 and $200,000 [between approx. £57,000 and £153,000]. They often dress in smart casual or business attire and carry tech gadgets for tracking investments.
Many hold college degrees in finance, business, or economics and work as financial analysts, business executives, or professionals in technology. Focused on capital appreciation and retirement planning, they engage in both active trading and long-term investment strategies, conducting thorough research to inform their decisions.
Their interests include staying updated on market trends through financial news and participating in investment discussions and networking groups.
Midjourney generated image of a stocks and shares investor
However, there has been a growing interest in investing in stocks and shares among the unemployed and people with semi-skilled and unskilled manual jobs. This is a 32% increase since 2022— which suggests a desire for financial independence and a proactive approach to wealth creation among those who historically may have felt excluded from traditional investment avenues.*
This challenges the stereotype by diversifying the average investor profile and highlights a more inclusive approach to investing that transcends economic barriers and educational backgrounds.
Cryptocurrencies
Cryptocurrencies are digital assets secured by blockchain technology. They have high growth potential as a decentralised alternative to traditional currencies.
How does AI describe someone who invests in cryptocurrency?
The average cryptocurrency investor is typically aged 20 to 40, with a male majority and household incomes ranging from $50,000 to $150,000 [approx. £38,000 to £115,000]. They often dress casually in t-shirts and hoodies, reflecting the laid-back culture of the crypto community, and carry tech gadgets like smartphones and laptops.
Many hold college degrees in fields such as computer science or finance, and common occupations include software developers, financial analysts, and entrepreneurs in tech. Motivated by the potential for high returns and the innovative nature of blockchain, they engage in a mix of speculative trading and long-term holding, actively participating in online communities and discussions about market trends.
Midjourney generated image of a cryptocurrency investor
In reality, there has been rising interest in cryptocurrencies among those aged 50 to 64, which has doubled since 2020.* This marks a significant shift from the traditional stereotype of the average cryptocurrency investor.
This could reflect a shift in attitude toward digital assets among older generations who may have previously been cautious or sceptical. The allure of cryptocurrencies is not confined to the younger, tech-savvy crowd, but is gaining traction across various age groups.
Cash (savings account)
Cash savings are secure deposits usually held in banks or other financial institutions, for liquidity, safety, and modest interest earnings over time.
How does AI describe someone who invests in cash savings?
The average cash savings investor typically ranges from late 20s to mid-60s, featuring a balanced mix of men and women with household incomes between $50,000 and $150,000 [approx. £38,000 to £115,000]. They often dress in casual or smart casual attire and may carry planners or smartphones to track savings goals.
Many hold at least a college degree, often in fields like business or education, and work in professions such as teaching, healthcare, or administrative roles. Focused on building emergency funds and preparing for major purchases or retirement, they prefer low-risk savings options and prioritise financial stability and security. Their interests often include budgeting, financial planning, and engaging in frugal living practices.
Midjourney generated image of a cash savings investor
While the average cash savings investor is focused on building emergency funds and preparing for later life, the appeal of cash savings among a wider demographic indicates a collective prioritisation of low-risk financial options. 33% of individuals with semi-skilled and unskilled manual jobs or the unemployed find cash savings appealing, only a small percentage below the average (40%) and an increase on previous years.*
This trend reflects a growing recognition of the importance of financial security across various socio-economic backgrounds, suggesting that cash savings are increasingly viewed as an essential tool for managing financial health, regardless of education level or profession.
Collectibles
Collectibles are unique and rare items like art or antiques, while they can grow in value, they are often a source of personal enjoyment and prestige for those who partake.
How does AI describe someone who invests in collectibles?
The average collectibles investor typically ranges from 30 to 60 years old, with a male majority, although female investors are increasingly common in areas like art and vintage fashion. They often dress in smart casual or vintage attire, reflecting their passion for collectibles, and carry protective cases for their items alongside tech gadgets for research.
Many hold college degrees, often in art history or business, and work as art dealers, auction house employees, or finance professionals. Focused on capital appreciation and personal enjoyment, they engage in strategic purchasing and thorough research while frequently attending trade shows and connecting with fellow collectors.
Midjourney generated image of a collectibles investor
Recent data indicates that 18-24 year-olds are experiencing significant fluctuations in their interest in collectible items, with some finding the investment up to three times more appealing than those aged 50-64 (December 2023)*.
The rise of social media has made collectibles more visible and younger individuals are increasingly exposed to collectibles like trainers, art, and vintage fashion through influencers and peers, making these items more desirable.
With the advent of online marketplaces, younger investors have easier access to these commodities and can start small with less financial risk. This new generation values uniqueness, community, and a personal connection to their investments.
Property
Property, whether residential or commercial, is a tangible asset and has the potential to generate rental income, increase in value, and provide long-term financial security.
How does AI describe someone who invests in property?
The average property investor typically ranges from 30 to 60 years old, with a balanced gender distribution and household incomes exceeding $100,000 [approx. £77,000]. They often dress in smart casual or professional attire, reflecting confidence when attending property viewings or investment seminars.
Many hold degrees in business or finance and work as real estate agents, financial analysts, or entrepreneurs. Motivated by passive income and long-term wealth, these investors engage in thorough market research and may invest in residential or commercial properties. Their interests include networking within real estate circles and home improvement projects.
Midjourney generated image of a property investor
However, there has actually been a 16% decrease YoY in the appeal of property investment among 50 to 64-year-olds which contrasts sharply with the traditional stereotype of the average property investor.*
This trend highlights the need for adaptability in investment strategies as market conditions and generational attitudes evolve, suggesting that older property investors are reassessing their priorities in response to market saturation, economic uncertainty, and changing personal circumstances.
Are You An Investor?
On the findings, Miraj Ladwa, Managing Director of Bullion Giant said: “This insight into stereotypes highlights how perceptions are changing. Younger investors, particularly those aged 18-49, are increasingly engaging with investments that were once viewed as the domain of older, more affluent demographics.
“This trend reflects a broader movement toward inclusivity in investing for the better as diverse age groups and socio-economic backgrounds find value in alternative investment options. The findings underscore the importance of adapting investment strategies to meet the evolving political and economic landscape for a new generation of investors.”
Methodology
We took 6 of the most popular investment types and asked Chat GPT the following prompt across each investment ‘What does the average [insert investment type] investor look like. Ensure to describe what they look like, what their job and background is’ and then asked it to summarise the description in one short paragraph.
We then asked Chat GPT to turn the descriptions into a prompt for midjourney to create a hyperrealistic image of each different investor in an environment that reflects their background.
Using Midjourney we then prompted it to create an image to visualise the description.
A full script is available on request.
Sources
*https://yougov.co.uk/topics/economy/trackers/investments-brits-believe-are-becoming-more-appealing?crossBreak=2549 (data taken from tracker 11/10/2024)
