
Retail brokers have benefited immensely from the impact of retail investors on financial markets since the onset of COVID. Robinhood is now a familiar name to most Americans, but virtually all the brokerages globally have benefited from the rising tide of retail investors’ enthusiasm for investing and trading. In this note, we examine some of the mega-trends that have helped European brokerages outperform the market since COVID emerged in 2020.
1. Retail participation and retail financial product availability.
Since the 2008 recession, retail investors have gained access to a multitude of new products like index ETFs, crypto, fractional shares, robo-advisors, IPOs and even private markets. This led to an explosive growth in retail investment, especially since 2020 and the dawn of COVID. Digital and mobile platforms, along with significantly reduced commission costs, have made it easier than ever for a younger demographic to access the markets. The vast majority of onboarded customers over the last decade have not lived through the trauma of the 2008 recession and see any market pullback as an opportunity to double down on their favourite stocks.
2. Increase in cross-border trading.
It is well documented that investors, including retail, have historically had a strong home bias in their asset allocations. But the US stock market outperformance since 2009, along with the disproportionate share of tech mega-cap attention, has led to consistent inflows into the US market. It has also created a larger level of familiarity with US companies that are more covered/discussed by pundits. All this has led to a higher level of cross-border trading in non-US brokerages that is typically much more lucrative as they usually pocket a large spread on foreign exchange transactions.
3. Digitalization and banks losing market share.
Over the last decade, brokerages have been able to consistently gain market share from large banks, thanks to a less-bloated corporate structure and a tech stack that could be built from scratch and not built on legacy bank structures. This has allowed them to be in a position to compete more aggressively on fees, transaction costs and overall value proposition as retail brokerage fees remain a minuscule proportion of mega-banks’ revenue and don’t garner a lot of attention from a strategic perspective.
4. Increase in share of income from NII.
Although net interest income (NII) has been declining for European brokers since the end of 2023, decreasing with the ECB rates, it remains at a more attractive level than pre-COVID and is expected to remain as such for the foreseeable future. Additionally, most brokers have been able to increase NII since 2023 thanks to client gains and account cash balance more than compensating for the lower rates.
Brokers have also been more efficient at increasing the spread between the amount they pay on deposit and the amount they get paid (known as net interest margin or NIM). Having managed deposit pass-through well on the way up and down, brokers are now better structurally positioned to benefit from deposit growth.
5. Benefit from macro volatility.
A key feature of brokerages’ stocks in a portfolio is their positive skew to market volatility. Because they make money from the number of trades, they are agnostic to market direction, as long as it causes participants to trade more. Just over the last year or so, events such as the US election, Liberation Day, the French budget and now the Venezuela situation have all been positive tailwinds mentioned by various brokerage CEOs.
It’s worth noting, however, that brokerages are not immune to long periods or volatility or market drawdown, all of which would lead customers to reduce their equity exposure.
We gained exposure to the retail brokerage space in one of our strategies through Nordnet (SAVE SS), a Swedish brokerage firm with a banking licence. It has exposure primarily to the Nordics with a top-two position in all markets and is slowly working on building a presence in Germany. It derives a bit more than half its revenue from commission and the rest from interest income.
Sweden is one of the countries with the highest savings rate globally, and financial literacy is also higher than the Europe average. Finland, Norway and Denmark also rank highly but are less penetrated and less competitive than Sweden. All have been a strong source of growth for Nordnet, which has consistently been among the top names in the space for customer satisfaction.
Given its diversified product offerings that include a full suite of investments, savings, pension and banking products, as well as its best-in-class technology platform (releases an update every 2.5 days on average and with a 99.9% platform uptime), Nordnet is able to maintain a customer acquisition cost of SEK790 – which is below the vast majority of peers – and its small social media platform has been able to generate a strong media presence and customer engagement.
Here is where Nordnet stands on the brokers mega-trends:
- Financialization: Sweden is one of the countries in Europe with high financial literacy. Other Nordic countries rank above average as well.
- Cross-border trading: Between 2022 and 2025, share of cross-border trading increased from 27% to 31.5% and is one of the primary contributors to the increase in income per transaction increasing from SEK31 to SEK39 over that same period.
- Digitalization and market share gains: Both Nordnet and its close competitor, Avanza, have gained tremendous market share over the last decade and now rank second and first respectively by trading activity. This is despite still being behind Sweden’s largest four banks on savings capital. They both rank top of their class on user experience surveys.
- Net interest income: NII was as low as 20% of overall revenue in 2021 and is now steadying at 42% of total revenue after peaking at 58% in 2023. We expect the share of NII to remain structurally higher than pre-COVID.
- Macro volatility: Nordnet benefited from large macro events such as the US election and Liberation Day. In Q2 2025, following Liberation Day, Nordnet reported a 22% year-over-year (YoY) increase in trading volume. As for the US election in 2024, it saw a 14% YoY increase in trading volume.
Despite the volatility of their operational performance, brokerage firms provide a unique type of exposure to a diversified portfolio, one that is very different to how you would think of typical insurance and bank financials. There are reasons to believe brokers will continue to outperform the overall market and will continue to look for opportunities to participate.




























