The Ambition Report

We've looked at the motivations and strategies of people who are proactively taking action to grow their wealth in Australia and New Zealand. Here are the findings.

Since last year’s report, our economy has continued to see slow growth, high inflation and several rate hikes. Australia has had a per-capita recession and New Zealand fell back into full recession in March. 

Yet it’s been a positive time for many investors. The U.S. and Australian share markets have seen strong gains, while property prices have recovered in Australia and held up in New Zealand.

As wages struggle to keep up with the price of goods and housing, how is this scenario affecting people’s approach towards financial ambition and what does it mean for their future?

Wealth over hustle

Investors are increasingly focused on owning 
assets like stocks and property, as these continue 
to appreciate faster than wages. When asked if what 
you own is more important than how hard you work 
in Australia today, almost twice as many respondents agree, rather than disagree. 

Themes of financial freedom and lifestyle flexibility 
are rated higher than status symbols like impressive job titles, luxury items or being a business owner.
When defining financial success, investors say being debt free, home ownership and living in their chosen area are the three most important factors.

Generation postponed

6 in 10 believe that the intergenerational wealth gap
is holding young people back.

A similar number think others are increasingly relying on inheritance to reach financial security, though only a minority have received such assistance themselves. This is compelling younger investors to take action, and they’re maintaining their investment habits at a higher rate than their seniors.

73% of investors surveyed say the growing intergenerational wealth gap is a concern – including 
a majority of those aged over 65.



Despite cost of living pressures, investors are cutting back discretionary spending and sacrificing today for tomorrow.

3 in 4 have directed some percentage of their income to investments over the past six months, while prioritising cutbacks across takeaways, restaurants, travel, and clothing, over reductions in investing and saving.

67% of investors have held on to all of their shares over the past 12 months, as they stay focused on the long term.

Close to home

There’s a bias for locally listed equities across ANZ, despite impressive gains in the U.S. and bullish sentiment around AI and EVs – which have a larger representation in that market. But young investors are also more drawn towards U.S. stocks when compared to their seniors, suggesting that this local bias could be slowly shifting.

Australian investors are also accessing the U.S. through the ASX. Three of the top five equities bought on Stake AUS over the same period are ETFs with high exposure to Wall St stocks.


Reclaiming retirement

The most popular overall investment goal is to “retire and live off my investments”. This reveals a proactive approach that investors now deem necessary to securing their financial future. Over 4 in 5 believe that by the time they retire, most people will be working past the age of 65.

Despite concerns over delayed retirement, a significant number of investors (AU: 30% | NZ: 49%) would repurpose their superannuation or KiwiSaver to buy property. This was called out by Australian respondents as the #2 reason for having a self-managed super fund.


Read more in the full report

Download the Ambition Report

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Stakeshop Pty Ltd, trading as Stake, ACN 610105505, is an authorised representative (Authorised Representative No. 1241398) of Sanlam Private Wealth Pty Ltd (Australian Financial Services Licence No. 337927) ('Sanlam') and an authorised representative (Authorised Representative No. 1241398) of Airwallex Pty Ltd (Australian Financial Services Licence No. 487221) ('Airwallex'). Stake is not authorised by Airwallex under Airwallex’s AFSL to arrange for clients to be issued with securities as Airwallex is not authorised under its AFSL for this purpose. Stake is not authorised by Sanlam under Sanlam’s AFSL to arrange for clients to be issued with a non-cash payment facility as Sanlam is not authorised under its AFSL for this purpose. Stake SMSF Pty Ltd (‘Stake Super’) is not licensed to provide financial product advice under the Corporations Act. This specifically applies to any financial products which are established if you instruct Stake Super to set up a self managed super fund (‘SMSF’). When you sign up to Stake Super, you are contracting with Stake SMSF Pty Ltd who will assist in the establishment of a SMSF under a ‘no advice model’. You will also be referred to Stakeshop Pty Ltd to enable your trading account and bank account to be set up in order to use the Stake Website and/or App. Stakeshop Pty Ltd will also run marketing and promotions to you under. For more information about SMSFs, see our SMSF Risks page.The information on our website or our mobile application is not intended to be an inducement, offer or solicitation to anyone in any jurisdiction in which Stake is not regulated or able to market its services. At Stake and Stake Super, we’re focused on giving you a better investing experience but we don’t take into account your personal objectives, circumstances or financial needs. Any advice given by Stake is of a general nature only. As investments carry risk, before making any investment decision, please consider if it’s right for you and seek appropriate taxation and legal advice. Please view our Financial Services GuideTerms & ConditionsPrivacy Policy and Disclaimers  before deciding to invest on or use Stake or Stake Super. By using our website or service in any way, you agree to our Privacy Policy and Terms & Conditions. All financial products involve risk and you should ensure you understand the risks involved as certain financial products may not be suitable to everyone. Past performance of any product described on this website is not a reliable indication of future performance. Stake and Stake Super are registered trademarks in Australia.

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