More Investors - Greater Potential (Finans Danmark)

Summary

• The number of Danish investors grew by 77,000 in 2024, the sixth year in a row of growth.p.4
• Aged 18 to 39 went from 20% of all investors to 31% in 2024 in just five years.p.4
• 772,000 Danes had an equity savings account at the end of the first half of 2026, up 114,000.p.12
• On average each Dane could invest 161,000 DKK more, equal to 780 billion DKK in total.p.23
• The average Dane potentially misses out on almost 10,000 DKK a year in returns by leaving too much in bank accounts.p.3

Key insights

1. At the end of 2024 there were almost 1.5 million active adult investors in Denmark, meaning more than three in ten adults invest.p.5
2. 54% of Danish investors are men and 46% are women, with 132,000 more male investors than female.p.7
3. The share of new investors with an equity savings account rose from 9% in 2019 to 34% in 2024.p.12
4. Only 13% of Danes have an equity savings account, against 39% of Swedes and 23% of Norwegians.p.12
5. The actual number of equity savings account users is around 85% of the up to 900,000 expected in the 2018 bill.p.13
6. Funds rose from 40% of investments on equity savings accounts in 2021 to 49% in 2024.p.16
7. The share of investors investing in several asset types rose from 24% to 33% since 2019.p.21
8. Smaller investors increased their investments by almost 111% over the past decade, while larger investors increased by almost 67%.p.20
9. Unused bank savings above a buffer total 638 billion DKK.p.25