Target group

The neobroker revolution: How young people are getting excited about finance

„Die Neobroker Revolution: Wie neue Player die jungen Zielgruppen für das Thema Finanzen begeistern“ (2021)

Despite - or perhaps because of - the coronavirus pandemic, 2020 brought an astonishing boom to the stock markets. One important driving force behind this was share trading by private investors. They flocked to the stock exchanges in numbers not seen for a long time. Providers recorded record numbers of new securities account openings.

Neobrokers are at the centre of the boom: companies that offer online trading at very low fees, often via a smartphone app. They are successfully addressing young target groups in particular with share trading and the like.  

We took a closer look at these young people, who are suddenly getting involved in topics such as share trading, and spoke to them.

For whom are the insights interesting?

The white paper is aimed in particular at players in the financial sector who are interested in the latest trends and behaviours of young private investors.

Key data on the study

Publication: 2021

Sample: 20 private investors between the ages of 18 and 39

Method: Qualitative in-depth interviews, app diary and online forum

This study is only available in German!

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It is only available in German.

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Central research questions

  • Who are the young "newcomers" among private investors?
  • What motivates them and what are their goals?
  • What are the enthusiasm factors of neobrokers like Trade Republic?
  • What implications do these factors have for providers?

Your key benefits

  • You will receive ten insights to better understand the young, financially-minded generation.
  • You will learn about the differences to older investors.
  • We show you the most important aspects in simple key takeaways.

Do you have questions about the study?

I will gladly advise you.

Julia Eymann

Senior Research Manager