What Keeps People From Investing? Understanding Investment Barriers In The Netherlands
One in four Dutch people do not invest despite having the financial means to do so. So, what is stopping them? Research by DVJ Insights for DUFAS reveals that the biggest barriers go beyond money – from lack of knowledge and fear of making mistakes to information overload and the feeling that investing is simply “not my world”.
The challenge: Why do financially capable consumers not invest?
As financial security becomes increasingly important, DUFAS, the Dutch Fund and Asset Management Association, wanted to understand why many households save money rather than invest, even if they have the financial means to do so. Building on our earlier research, the ambition for 2026 was to go deeper: who can invest but does not, what holds them back, and what could help them take the first step?
Our approach: Understanding investment behaviour among Dutch households
DVJ set up a nationally representative study and identified potential investors: people who do not currently invest but have sufficient financial means to do so. The study included 1,529 respondents and provided a robust, representative picture of Dutch households, including comparisons between investors and non-investors.
We combined quantitative questions with qualitative techniques such as free associations and open-ended responses. We analysed all data, diving deeper through AI-supported topic modelling, detailed barrier analysis and socio-demographic insights. We also quantified the importance of barriers around identity, cost-benefit and capabilities. This allowed us to report not just how many people experience barriers, but also why they exist and what could help overcome them.
The findings: What are the biggest barriers to investing?
The research shows that financial means alone do not determine whether people invest. One in four Dutch people do not invest despite having the financial means to do so. For these potential investors, investing is more strongly associated with risk and uncertainty.
The barriers are both practical and psychological. A lack of knowledge, fear of making mistakes and the feeling that investing is “not my world” can all prevent people from taking the first step. Communication also plays an important role: almost four in five potential investors experience information overload, while investment risk warnings can further discourage them from investing.
At the same time, there is clear potential for change. One in three potential investors expects to invest in the future, while the overall share of Dutch households investing has increased to four in ten in 2026.
The impact: Making investing more accessible and understandable
The research provides DUFAS with a clearer understanding of what can help lower the barriers to investing. This includes providing more accessible guidance around risk and making it easier for people to start investing with small amounts.
The findings also point to opportunities at a broader level. More than two-thirds of Dutch consumers see advantages in an accessible, tax-friendly investment account inspired by the Swedish approach.
By identifying not only who is hesitant to invest, but also why, the research provides direction for making investing more understandable, accessible and relevant – and ultimately helping more people consider investing as part of their long-term financial security.
About DUFAS
The Dutch Fund and Asset Management Association (DUFAS) represents the Dutch asset management sector and promotes the societal importance of investing and a healthy financial future for Dutch households. Its nearly 60 members, including asset managers, pension administrators and specialist service providers, manage investments for individuals, companies and pension funds. DUFAS represents the sector in policy discussions and develops industry standards. It also contributes to strengthening the Dutch and European capital markets, supporting the transition towards a sustainable economy.
For more information, please visit DUFAS
Understanding what people do is only part of the picture. By uncovering the underlying barriers, motivations and perceptions behind behaviour, DVJ helps organisations identify what can genuinely change consumer decisions.
