Encouragement factors

% selecting each encouragement factor

What respondents say would encourage them to invest — shown as a candidate direction, not a validated fix.

What would encourage respondents to invest?MF+ETF combined scope

266 of 553 people answered.

Simple and easy process for investing (e.g. account opening, documentation, etc.)117 (44.0%)

Reducing the minimum investment requirement106 (39.8%)

Better education on how mutual funds work97 (36.5%)

Friendly and easy to use trading platforms and tools97 (36.5%)

Success stories or positive media coverage about funds’ investments92 (34.6%)

Reducing the fees and charges (transaction, management)81 (30.5%)

Positive recommendations from family, friends, or financial advisors66 (24.8%)

Availability of trusted financial advice and guidance53 (19.9%)

Assurance of lower risk53 (19.9%)

Improved economic conditions and positive market outlook36 (13.5%)

Shows which encouragement themes this group reports most often.

A simpler process is the single most-selected encouragement factor — ahead of reducing the minimum investment or better education.
Process friction is reported as the most common thing that would help, more so than cost-related factors.