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Retail investors show increased optimism in crypto assets
The 2025 edition of the Strategy& Crypto Survey marks the third installment of our ongoing report, which tracks the evolving sentiment of retail investors in the digital asset market. Following the bullish trends observed in 2022 and 2023, this year's survey comes at a crucial moment. For the first time, Bitcoin exceeded the $100,000 mark in early 2025, propelled by unprecedented market dynamics, including the U.S. government's plans to establish a crypto reserve. Despite this milestone, prices have remained volatile throughout the first quarter of 2025.
In light of this significant shift, we aimed to understand how retail crypto investors are navigating the changing landscape. Our survey, conducted from January 30th to February 11th, 2025, collected insights from 2,500 participants across the United States, Germany, Turkey, Saudi Arabia, and the United Arab Emirates.
Our findings confirm that retail investors continue to be more bullish than ever, adapting strategies and patterns that resemble those in traditional asset classes. In this report, we provide an in-depth look at investor sentiment, portfolio strategies, and emerging trends in the crypto currency and crypto asset markets.
Trends in crypto investment strategies
For the first time, this year's survey includes insights from the U.S. market alongside Germany, Turkey, Saudi Arabia, and the UAE. Since the survey's inception in 2022, retail investors have consistently increased the share of digital assets in their portfolios, with allocations now typically ranging from 5% to 20%. Across these countries, there is a strong intention among retail investors to further expand the proportion of digital assets in their portfolios.
Across countries, retail investors intend to further expand their portfolios’ share of digital assets
Question: Do you plan to increase the share of cryptocurrencies and digital assets in your portfolio in the coming 12 months?
Very significant increase planned (>100%)
Significant increase planned (50-100%)
Moderate increase planned (<50%)
N = 500 by country
Among other factors, this is driven by almost 1/3 of investors having set up savings plans for digital assets
Question: What investment strategies are you pursuing with your crypto investments?
Buy and hold
50%
of investors
Day trading
37%
of investors
Savings plan
31%
of investors
Technical analysis
31%
of investors
Staking
27%
of investors
No strategy
12%
of investors
N = 2,500; multiple selections possible
Almost 50% expect a strategic reserve bitcoin of major countries until 2030
Question: Where do you see Digital Assets in 2030?
N = 2,500
Digital assets: No way back?
With retail investors more bullish than ever, financial service providers must reassess both opportunities and challenges in the crypto currency and crypto assets markets. Since our survey's inception, the crypto market has seen significant fluctuations. However, we have consistently observed a strong and sustained commitment from existing investors across various countries, genders, and age groups.
As regulatory frameworks develop in key international jurisdictions and major economies explore the establishment of official crypto reserves, it is clear that digital assets are here to stay. Our key findings highlight:
- 1Crypto currency investors remain steadfast in their belief in the market
- 2These investors are often attractive clients for banks
- 3The trading behavior of crypto investors is increasingly similar to that of stock investors
- 4Crypto investors expect digital assets to maintain long-term relevance for multiple reasons
- 5The availability of crypto offerings is a crucial factor in bank selection for investors
Jens-Peter Nees has co-authored this report.
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