Kiwis trust people over platforms when it comes to investing – new research

New research from Craigs Investment Partners reveals 65 per cent* of Kiwis are investing outside KiwiSaver, with the findings highlighting significant differences in investment confidence between men and women, alongside a decline in how frequently people invest after age 50.

While more New Zealanders are engaging with investing, the data shows a significant gender gap in investment confidence, with 56 per cent of men saying they feel confident making investment decisions, compared to just 32 per cent of women.

Craigs Investment Partners Investment Adviser Gretchen Williamson says the findings reinforce that investing confidence is shaped by more than just access to information and that trust plays a critical role, particularly for those who are navigating important financial decisions during periods of uncertainty or major life change.

“The research findings reinforce what I see with clients day-to-day, people are drawing on a range of information sources, but when it comes to making important financial decisions, they still value trusted relationships, whether that’s a financial adviser, family member or someone who understands their personal circumstances and long-term goals,” says Williamson.

Overall, 78 per cent of New Zealanders trust their own judgement when it comes to making investment decisions, with financial advisers (75%), family and friends (74%), and banks (72%) following closely behind as the most trusted sources of investment information. At the other end of the spectrum, only 46 per cent trust investment apps as a source of investment information, while social media influencers were the least trusted source at just 18 per cent.

How much do you trust the following sources when it comes to information about investing?

The research also found women are more likely to prioritise a balanced approach to investing, while men are significantly more likely to prioritise growth (33% compared to 20% of women).

“We often see women who are highly capable and engaged, but who haven’t always had the same level of confidence in making investment decisions. That can influence how frequently they invest and the level of risk they’re comfortable taking,” says Williamson.  

Massey University Professor Claire Matthews says one of the more concerning findings is the decline in the frequency of investing after age 50, with only 19 per cent investing monthly.

“This is typically the stage when retirement starts to feel much more immediate, and when people may have greater capacity to invest as mortgages reduce and children become more independent. You would generally expect investment activity to increase during this period, not decline,” says Matthews.

“The decisions people make in the years leading up to retirement can have a significant impact on their long-term financial wellbeing. Remaining engaged with investing and financial decision-making through this stage of life is critical to building confidence, resilience and better retirement outcomes.” 

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*The 65 per cent figure represents the NETT percentage of respondents who said they engage with investing outside KiwiSaver in some capacity. Trust and confidence figures also represent the NETT combined percentage of respondents selecting the top two positive response categories.

The research was commissioned by Craigs Investment Partners and conducted by Kantar using a nationally representative sample of 1,000 New Zealanders aged 18+. Fieldwork was conducted between 1–8 April 2026 via an online survey. The survey explored investment behaviours, confidence levels, trust in investment information sources, and attitudes toward investing across different age groups, genders and household types. Differences highlighted in this release are statistically significant at the 95% confidence level where stated.

Gretchen Williamson is an investment adviser at Craigs Investment Partners. Her disclosure statement is available at craigsip.com.