The 2025 Stake Ambition Report, surveying over 2,000 Australians, highlights that while investing is recognised as a strategy for financial advancement, it also provides psychological benefits. The act of investing instils a sense of optimism and control over one's life. Starters are 41% more likely than Stallers to believe in their financial success, even in challenging economic conditions (69% vs. 49%). This trend of optimism is evident across all income brackets among Starters.

Despite these advantages, nearly half of Australians remain non-investors. A perceived lack of funds is the primary barrier for 56% of Stallers, even though 70% have contributed to their savings in the past six months. Notably, 36% of non-investors earning over $151,000 annually still feel they lack sufficient funds to invest, indicating that the issue lies not with financial resources but with ambition.

Matt Leibowitz, CEO and Founder of Stake, comments: “This research highlights the need for Australia to better equip everyone to feel confident in investing, especially in a tough economic environment where more Aussies feel left behind. Our mission is to close the ambition gap between Starters and Stallers by breaking down the barriers to investing and empowering them with an ambitious mindset. We call that the Investing EQ.”

Interestingly, 'mateship' emerges as a powerful motivator for Starters. The report shows that investors are more attuned to their peers' financial activities (54% vs. 44%), suggesting that witnessing peers take financial strides encourages Australians to transform personal ambition into tangible action. For Stallers, looking to friends for inspiration could provide the necessary push to overcome psychological barriers.

Sam Paul, Managing Director of The Behavioural Architects, explains why investors are more influenced by friends than family (36% vs. 32%): “This data reveals a psychological shift in who we trust for financial guidance. The traditional playbook that worked for our parents feels unrelatable in today's economy. Seeing friends and colleagues navigate similar challenges and still make financial progress provides powerful, relatable proof that it’s possible to get ahead, boosting confidence to back oneself.”

Ambitious Australians Challenge the Inheritocracy

Around half of Australia's younger generations (55% of Gen Z and 49% of Millennials) now believe that inheritance is more crucial than hard work, highlighting the impact of Australia's inheritocracy and signalling a rejection of hustle culture. Recognising the limitations of the traditional path to homeownership, younger Australians are not waiting for handouts. Instead, they are turning to investing to build wealth independently. The numbers reflect this shift, with 60% of Gen Z and Millennials investing, a 25% increase over Gen X and Boomers.

By actively investing, these younger Australians are carving out a new route to financial independence, gaining confidence along the way. Investors without homeownership are nearly twice as likely as non-investors to feel they can afford a home without an inheritance.

Matt Leibowitz adds: “In today’s economy, the goalposts are always shifting. Plans that worked in the past may fail today, and people are rightly questioning how to get ahead when the old rules no longer apply. Stake’s research shows that taking control of your finances through investing is more than just a path to financial stability; it’s a way to build resilience and optimism.”

Additional Insights from the Report

Confidence remains a significant barrier for women. Nearly a third (32%) of women who do not invest cite a lack of confidence in making investment decisions, compared to 22% of men. However, marriage often serves as a catalyst for women to start investing, suggesting that building a shared financial future and setting mutual goals motivates action.

Generational differences in trading activity are also notable. Over half of Gen Zs and Millennials engage in up to 24 trades a year, whereas most Boomers (69%) make fewer than three trades annually. Young Australians see asset ownership as crucial for financial advancement, with seven in ten Gen Zs and Millennials prioritising asset ownership over career progression, a sentiment shared by less than half of Boomers.