Are you a natural born investor?

• Six in ten (61%)^[1] think some people are just “born investors”
  
  
• Four in ten investors (42%)^[1] would change how they managed their investments
• A quarter (23%)^[1] admit they have made decisions they regret
• Two thirds (66%)^[2] say they are interested in changing their attitude

New research from Aviva reveals that many UK adults believe investing is something that comes naturally, rather than a skill that can be learned. Six in ten people surveyed (61%) think some people are just “born investors”, innately more comfortable with, and successful at, investing than others.

However, the findings also show that experience plays a powerful role. Among those who do invest, many say confidence has come from trial and error. Four in ten investors (42%) say that, if they could go back in time, they would change how they managed their investments, while almost a quarter (23%) admit they have made decisions they regret.

Early exposure to investing is far from widespread. Only one in five (21%)^[1] say they were encouraged by family to think about investing from a young age, while 79%^[3] were not. A further third (32%)^[1] say that they only came to investing later in life through their own interest and curiosity.

Just over four out of ten UK adults (44%)^[4] describe themselves as confident investors. Whereas 31%^[5] say they are not confident, and 15% say they are not confident at all. More than half of men (57%) describe themselves as confident when it comes to investing, compared to just 31% of women.

This uncertainty is echoed in people’s attitudes to risk. The largest proportion (40%)^[6] of UK adults surveyed describe themselves as risk averse with money, while a third (34%)^[7] say they are willing to take risks.

Despite the confidence and risk gaps, many recognise the role that investing can play, with 40% seeing it as a good way to grow money over time and 30% viewing it as something to support long‑term goals such as retirement or buying a home.

But concerns are still front of mind. A quarter (24%) think investing is too risky and complicated. One in five (21%) say it’s interesting but they don’t fully understand it, and 19% believe investing is only for people with a lot of money.

Encouragingly, two thirds (66%)^[2] of UK adults surveyed say they are interested in changing their attitude towards investing and have a desire to build confidence. This interest peaks amongst 18-24 year olds (87%), almost double those who are 55 and over (44%).

When asked how they would describe their investor personality, the results reveal a broad range of attitudes:

• Only 17% identify as a Confident Planner (active, strategic and highly confident).
  
  
• The largest group (23%) identify as a Curious Starter (early‑stage, low confidence, keen to learn).
  
  
• A further 17% describe themselves as a Set and Forget Investor (regular, long‑term, minimal involvement).
  
  
• One in ten (11%) say they are a Hidden Investor (often has investments, such as a pension, but feels disengaged).
  
  
• 7% identify as an Avoider, seeing investing as too risky or not relevant.
  
  

Alistair McQueen, Head of Savings and Retirement at Aviva, said: “It is easy to think investing is a talent you’re born with but in reality, confidence is learned over time. Many people only start to feel comfortable once they have tried it and realised that investing is more about steady habits than bold moves. The positive signal from this research is how many people want to build their confidence. Starting small, keeping things simple and giving yourself time can go a long way towards turning curiosity into action.”

1. Build a buffer first
Before investing, set up a basic emergency fund so you are not forced to cash in investments at short notice. Then begin with a small regular amount that you won’t miss. The aim is to gradually build the habit and your confidence.

2. Keep it simple
Start with something diversified so you are not relying on one company or sector for your investment to grow.

3. Pick a timeframe
Investing is usually for money you can leave untouched for the medium to long term – i.e. five years or more. If you’ll need it sooner, keep it in cash. Think future goals.

4. Think about where you’re getting advice, especially online
Listen to people that explain the risks involved in investing as well as the rewards. Be wary of promises of guaranteed returns or secret strategies. If it sounds too good to be true, it probably is.

Aviva has an essential guide to investing for those who are looking for more information.

Ends

_{The research was conducted by Censuswide, among a sample of 2,000 national representative consumers. The data was collected between 09.04.2026 - 13.04.2026. Censuswide is a member of the Market Research Society (MRS) and the British Polling Council (BPC), and a signatory of the Global Data Quality Pledge. We adhere to the MRS Code of Conduct and ESOMAR principles.}

^1. _{Inverse of those who selected ‘Somewhat interested’ and ‘Very interested’ [↑]}

^2. _{Combines ‘Very confident’ and ‘Somewhat confident’ [↑]}

^3. _{Combines ‘Not confident at all’ and ‘Not that confident’ [↑]}

^4. _{Combines ‘Very risk averse’ and ‘Somewhat risk averse’ [↑]}

^5. _{Combines ‘Very willing to take risks’ and ‘Somewhat willing to take risks’ [↑]}

^6. _{Combines ‘Very risk averse’ and ‘Somewhat risk averse’ [↑]}

^7. <sub>Combines ‘Very willing to take risks’ and ‘Somewhat willing to take risks’ [↑]

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Notes

• We are the UK’s only diversified insurer and we operate in the UK, Ireland and Canada. We also have international investments in India and China.
  
  
• We help our 25.2 million customers make the most out of life, plan for the future, and have the confidence that if things go wrong we’ll be there to put it right.
  
  
• We have been taking care of people for more than 325 years, in line with our purpose of being ‘with you today, for a better tomorrow’. In 2025, we paid £31.9 billion in claims and benefits to our customers.
• Aviva is a Living Wage, Living Pension and Living Hours employer and provides market-leading benefits for our people, including flexible working, paid carers leave and equal parental leave. Find out more at www.aviva.com/about-us/our-people/
• As at 31 December 2025, total Group assets under management at Aviva Group were £454 billion and our estimated Solvency II shareholder capital surplus as at 31 March 2026 was £6.1 billion. Our shares are listed on the London Stock Exchange and we are a member of the FTSE 100 index.
  
  
• For more details on what we do, our business and how we help our customers, visit www.aviva.com/about-us