Baltic residents' investment activity slips as investor share falls to 42% in 2025

A 2025 Brand Capital survey shows personal finance habits in the Baltic states are shifting. While 51.1% of respondents still prioritise building an emergency savings fund, only 16.7% invest in equities and 6.7% in bonds, with 57.4% holding no financial instruments at all.

The share of people who consider themselves investors dropped from roughly 46% in 2024 to 42.6% in 2025. The decline is linked to a lack of high‑profile IPOs after the 2024 Eleving Group offering; no comparable listings occurred in 2025. Estonia recorded the steepest fall, from 48.9% to 41.3%, Latvia fell from 46.9% to 42.6%, while Lithuania was the only Baltic country to see a modest rise in investor participation.

Kristiāna Janvare, head of the Investment Division at Signet Bank, warned that long‑term wealth creation depends on regular, diversified investments despite the current slowdown.