Ireland leads the continent in growth
Households across Europe are increasingly moving money out of low-interest savings bank accounts and into investment assets, with Ireland leading the continent in growth. According to a new study by decentralised exchange ApeX Protocol, Irish household investments rose by 81% between 2021 and 2024—the highest rate among all European nations.
The shift marks a broader trend as European savers look for higher returns amid persistently low bank interest rates. The study, based on official investment data and online search activity, highlights where investment interest is growing fastest across Europe. It analysed both actual household investment growth and the increase in online searches for investment-related terms, including stocks, property, and cryptocurrency.
Ireland not only experienced the most substantial rise in investment rates but also recorded a 13% increase in online search activity, indicating a growing public interest in financial planning. Irish households are now investing around 10% of their income in traditional assets, such as equities and real estate, with the most activity concentrated in these areas.
Greek recovery
Greece ranked second, with a 52% increase in household investment levels. Online searches for investment topics also rose by nearly 29%. The figures indicate a shift in consumer behaviour in a country that faced a prolonged financial crisis throughout the previous decade.
Spain followed in third place. Despite a modest 7% rise in household investment, it posted the sharpest growth in online investment-related searches, up 44% since 2021. This suggests a growing curiosity among Spaniards about how to invest their money, even if actual investments have not yet caught up.
Estonia and Portugal complete the top five. Estonian households now allocate over 11% of their income to investments, supported by a 16% increase in investment spending and a 32% rise in searches for financial information. In Portugal, investments increased by 22% and online searches rose by 21%, with stocks being the most frequently researched asset class.
Lithuania, Czechia, Slovenia, Croatia, and Latvia rounded out the top 10. While some of these countries saw smaller increases in the actual volume of investment, interest in financial markets—measured by search behaviour—rose significantly. Czechia, for example, posted only a 1.2% rise in investments but maintains one of the highest investment-to-income ratios in Europe at over 11%.
Regional interest
The findings come as total household savings in the European Union reach €7.2 trillion in 2025, according to Eurostat. Across the region, economic uncertainty, weak returns from traditional banking products, and the rise of digital investment platforms are prompting consumers to diversify their portfolios.
While the report focused on European states, financial analysts in the Middle East are also monitoring the trend. Analysts in the UAE note a growing interest among Gulf investors in global markets, particularly in technology stocks and digital assets. The shift in European investment culture could influence regional sentiment, particularly as financial education and digital access continue to improve in the Gulf Cooperation Council (GCC) countries.
According to the World Bank, household saving rates in the MENA region vary widely; however, there is an increasing awareness of the need to diversify assets beyond cash and property. Investment platforms based in the UAE, Saudi Arabia, and Egypt have seen a rise in user engagement since 2022, mirroring similar behavioural patterns seen in Europe.
An ApeX Protocol spokesperson said, “The investment world is becoming more accessible to everyday Europeans. With bank interest rates remaining low for years, more people are discovering that their savings lose value when held in traditional accounts.
“Modern investment platforms have removed the complexity that once kept average people out of stocks and other growth assets. Now, anyone with a smartphone can build a diversified portfolio without needing large amounts of money to start. This shift from saving to investing will likely continue as financial education improves and more user-friendly tools enter the market.”
Digital growth
The study also highlighted the increasing role of online platforms in driving investment activity. Countries that recorded sharp rises in online searches for investment information generally also saw growth in actual investment rates. This suggests that greater access to financial knowledge and user-friendly tools is lowering barriers to entry.
For example, in Slovenia and Croatia—where investment growth was more modest at 15% and 1.8%, respectively—search volumes still increased, indicating a public in transition towards more active financial participation.
Latvia showed an unusual trend. Household investment rates rose sharply by 29.5%, the third-highest overall, but search activity only increased by 1.6%. Analysts believe this may indicate greater reliance on professional advisors rather than self-directed research.
As traditional banking yields remain low across much of Europe, investment activity is expected to continue rising. The development of digital platforms and growing financial awareness will likely fuel further shifts from saving to investing.
Image: Irish household investments rose by 81% between 2021 and 2024—the highest rate among all European nations. Credit: Erik Glauber
