Schwab Asset Management conducted its annual ETF and Beyond report in which it surveys a sampling of its own clients to gain insight into how investors are thinking. One of the most interesting findings was that Millennial investors are the demographic most interested in personalizing their portfolios and having their investments align with their values.

But, that instinct is shared by other age groups to a lesser degree. Overall, 88% of respondents said that they are looking to personalize their portfolios, while 78% want to align their investments with their personal values. 

65% of ETF investors said that it’s important to have more control over their investments, 61% want a greater ability to customize investments, and 61% are looking to optimize their tax situation. Of course, these factors are why direct indexing has been gaining in popularity in recent years. 

There’s also increased awareness as 87% of ETF investors are now familiar with the strategy in comparison to 80% last year. 69% of ETF investors, not in any direct indexing product, expressed interest in doing so over the next year. 

Not surprisingly, direct indexing is even more popular with Millennials as 53% are interested in learning more about it, in contrast to 34% of Gen X and 22% of Baby Boomers. Overall, all investors want more control of their portfolios and alignment with their values, but this trend is even more pronounced among younger investors. 

Finsum: Investors are looking for more control over their investments, tax savings, and alignment with their values. All 3 are possible with direct indexing.