Wealthyhood released findings on 21 October from its first year operating in Greece, painting a portrait of the country's emerging retail investor base. The investing platform, which operates under a Hellenic Capital Markets Commission licence through Athens-based Wealthyhood Europe AEPEY, surveyed anonymised data from its Greek clients between October 2025 and October 2026. During this period, the service grew to 35,000 registered users and facilitated over 200,000 transactions.

The typical new investor on the platform is 34 years old and deposits €100 initially. One-third of users are under 30, whilst women represent roughly one in six new accounts. The platform also operates in the UK and Cyprus, offering commission-free access to more than 5,000 stocks and ETFs.

Who is investing

The demographic spread contradicts conventional wisdom that investing remains confined to a narrow, experienced cohort. Nearly half of all investors (49%) reside outside Attica, distributed across 458 towns and 73 of Greece's 74 regional units, with Thessaloniki representing 11.7% of the user base. Income levels also defy stereotypes: 58% report annual earnings below €20,000, and two-thirds maintain full-time employment.

User behaviour reveals swift engagement following registration. Seven in ten make an initial deposit of €100 or less, just over half complete their first purchase within a week, and one in eight invests on the same day they join. Social referrals drive adoption, with nearly a quarter of new users arriving through friend recommendations.

Our goal is for this data to contribute to a more informed investment culture in Greece

Alexandros Christodoulakis, co-founder and CEO of Wealthyhood

Women earned more, and so did those who traded less

Despite comprising a minority of new investors, women achieved a higher median annualised return of 23.8% versus 20.9% for men. Among all clients with at least three months of activity, 82.8% generated profits, posting a median annualised return of 21.1%.

A striking pattern emerged: restraint outperformed activity. Investors making three or fewer trades and holding without selling realised a median annual return of 23.3%, whilst those executing 50 or more orders achieved 18.5%. The March market downturn—a first experience for many—illustrated this dynamic. Across the platform, clients purchased €1.82 for every €1 sold during the decline. Those who remained net buyers in that period ended with a 24.2% median return, compared to 9.2% for net sellers. Notably, 45% of investors have never sold any holdings.

The report acknowledges that these returns largely reflect prevailing market conditions over the measurement period and are calculated net of fees as of 30 September 2026.

ETFs, NVIDIA and a fast start for Greek stocks

Exchange-traded funds dominated investor choices. More than half of users (56%) selected an ETF for their first purchase, and 47.5% hold exclusively ETFs. The Vanguard S&P 500 ETF ranks as the most widely held investment at 28% of investors, whilst NVIDIA leads individual stocks at 27.9% and tops the preference list across all age groups. Amazon, Alphabet, SpaceX and Microsoft follow in popularity. Interest in space and defence securities surged from 3% of investors at year-end 2025 to 8% by September 2026.

Greek equities became available through the app in mid-July 2026. By October, more than one in five investors held Greek stocks or ETFs, and 43% of those joining after July purchased at least one Greek security. Greek assets captured 21% of capital deployed during that period. Investors bought shares across 109 of the 129 companies listed on Euronext Athens, with PPC and Metlen entering the year's top ten holdings at positions eight and ten respectively. Bank stock ownership accelerated sharply, rising from 2.3% of investors at end-June to 9.4% by end-September.