2025 ETFs and Beyond Study

This year's study underscores that low costs and accessibility are key drivers of the ongoing momentum behind investor uptake of ETFs.

Key findings

62% of ETF investors can envision putting their entire investment portfolios into ETFs.
66% started investing in ETFs within the past five years.
94% overwhelmingly agree that ETFs help them keep costs down within their portfolios.
49% strongly agree ETFs allow them to try investing in more niche or targeted strategies.

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About the study

Schwab Asset Management commissioned Logica Research to conduct an online survey of 2,000 individual investors between the ages of 25 and 75 with at least $25,000 in investable assets. 1,000 of whom have bought or sold ETFs in the past two years (ETF investors) and 1,000 of whom have never bought or sold ETFs or have not bought or sold ETFs within the past two years (non-ETF investors). The study was conducted from July 25 to August 14, 2025. Survey respondents were not asked to indicate whether they had accounts with Schwab.

Media contact: Christine Underhill