{"id":466256,"date":"2022-10-05T09:34:42","date_gmt":"2022-10-05T08:34:42","guid":{"rendered":"https:\/\/www.finder.com\/uk\/?p=466256"},"modified":"2024-10-14T08:34:27","modified_gmt":"2024-10-14T07:34:27","slug":"heart-vs-head","status":"publish","type":"post","link":"https:\/\/www.finder.com\/uk\/share-trading\/share-trading-guides\/strategy\/heart-vs-head","title":{"rendered":"Heart vs head: Are more investors choosing passions over pounds?"},"content":{"rendered":"<p>For our report on passion investing we surveyed investors, looked at key trends and spoke to industry experts in the investment sector. We&#8217;ve explored how passions and biases impact investment decisions, including alternative investments. <\/p><p>Our report includes findings from our survey of 2,000 adults on how they choose what to invest in, the changes they made to their portfolios in 2022 and the alternative investments they hold. We&#8217;ve also included expert insight from Vedat Mizrahi PhD, chief financial officer at Mintus; Matt Cooper, chief commercial officer at Crowdcube; Charlie Macpherson, head of investment at CIRCA5000; Jonquil Lowe, editor of <i>The Good Retirement Guide<\/i>, published by Kogan Page; and Marc Hendriks, chief investment officer at GreenGrowth.<\/p><p>This white paper is free to download and all the contents are freely available to be published. But if you quote this report, we ask you to link to <a href=\"https:\/\/www.finder.com\/uk\/how-to-buy-shares#report\">this page,<\/a> where we will be promoting it.<\/p><div class=\"text-center has-padding-top-xxsmall has-margin-bottom-large\"><a class=\"luna-button luna-button--success luna-button--large\" href=\"https:\/\/cdn.finder.com.au\/finder-us\/wp-uploads\/sites\/3\/2022\/10\/investing_report__oct_2022-1.pdf\" target=\"_blank\" rel=\"noopener\">Download PDF<\/a><\/div>","protected":false},"excerpt":{"rendered":"<p> Download our report on how investors&#8217; passions impact their choices, plus expert predictions for the sector<\/p>\n","protected":false},"author":885,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_cover_media_provider":"image","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_cover_video_id":0,"apple_news_cover_video_url":"","apple_news_cover_embedwebvideo_url":"","apple_news_is_hidden":"","apple_news_is_paid":"","apple_news_is_preview":"","apple_news_is_sponsored":"","apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":[],"apple_news_suppress_video_url":false,"apple_news_use_image_component":false,"footnotes":""},"categories":[130092],"tags":[2559],"asset_tag":[],"class_list":["post-466256","post","type-post","status-publish","format-standard","hentry","category-strategy","tag-latest-1"],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.9 (Yoast SEO v24.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Heart vs head: Are more investors choosing passions over pounds? - Finder UK<\/title>\n<meta name=\"description\" content=\"Download our report on how investors&#039; passions impact their choices, plus expert predictions for the sector\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.finder.com\/uk\/share-trading\/share-trading-guides\/strategy\/heart-vs-head\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Heart vs head: Are more investors choosing passions over pounds?\" \/>\n<meta property=\"og:description\" content=\"Download our report on how investors&#039; passions impact their choices, plus expert predictions for the sector\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.finder.com\/uk\/share-trading\/share-trading-guides\/strategy\/heart-vs-head\" \/>\n<meta property=\"og:site_name\" content=\"Finder UK\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/findercomuk\" \/>\n<meta property=\"article:published_time\" content=\"2022-10-05T08:34:42+00:00\" \/>\n<meta name=\"author\" content=\"Zoe Stabler DipFA\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/zoejuliastabler\" \/>\n<meta name=\"twitter:site\" content=\"@findercomUK\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Zoe Stabler DipFA\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.finder.com\/uk\/share-trading\/share-trading-guides\/strategy\/heart-vs-head#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.finder.com\/uk\/share-trading\/share-trading-guides\/strategy\/heart-vs-head\"},\"author\":{\"name\":\"Zoe Stabler DipFA\",\"@id\":\"https:\/\/www.finder.com\/uk\/#\/schema\/person\/29dcf3a01c54d4d96f19910315ab8ef7\"},\"headline\":\"Heart vs head: Are more investors choosing passions over pounds?\",\"datePublished\":\"2022-10-05T08:34:42+00:00\",\"dateModified\":\"2022-10-05T09:35:01+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.finder.com\/uk\/share-trading\/share-trading-guides\/strategy\/heart-vs-head\"},\"wordCount\":164,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.finder.com\/uk\/#organization\"},\"articleSection\":[\"Strategy\"],\"inLanguage\":{\"@type\":\"Language\",\"name\":\"English\",\"alternateName\":\"en\"},\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.finder.com\/uk\/share-trading\/share-trading-guides\/strategy\/heart-vs-head#respond\"]}],\"copyrightYear\":\"2022\",\"copyrightHolder\":{\"@id\":\"https:\/\/www.finder.com\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.finder.com\/uk\/share-trading\/share-trading-guides\/strategy\/heart-vs-head\",\"url\":\"https:\/\/www.finder.com\/uk\/share-trading\/share-trading-guides\/strategy\/heart-vs-head\",\"name\":\"Heart vs head: Are more investors choosing passions over pounds? - Finder UK\",\"isPartOf\":{\"@id\":\"https:\/\/www.finder.com\/uk\/#website\"},\"datePublished\":\"2022-10-05T08:34:42+00:00\",\"dateModified\":\"2022-10-05T09:35:01+00:00\",\"description\":\"Download our report on how investors' passions impact their choices, plus expert predictions for the sector\",\"breadcrumb\":{\"@id\":\"https:\/\/www.finder.com\/uk\/share-trading\/share-trading-guides\/strategy\/heart-vs-head#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.finder.com\/uk\/share-trading\/share-trading-guides\/strategy\/heart-vs-head\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.finder.com\/uk\/share-trading\/share-trading-guides\/strategy\/heart-vs-head#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"UK\",\"item\":\"https:\/\/www.finder.com\/uk\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Share trading\",\"item\":\"https:\/\/www.finder.com\/uk\/share-trading\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Share trading guides\",\"item\":\"https:\/\/www.finder.com\/uk\/share-trading\/share-trading-guides\"},{\"@type\":\"ListItem\",\"position\":4,\"name\":\"Strategy\",\"item\":\"https:\/\/www.finder.com\/uk\/share-trading\/share-trading-guides\/strategy\"},{\"@type\":\"ListItem\",\"position\":5,\"name\":\"Heart vs head: Are more investors choosing passions over pounds?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.finder.com\/uk\/#website\",\"url\":\"https:\/\/www.finder.com\/uk\/\",\"name\":\"Finder UK\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/www.finder.com\/uk\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.finder.com\/uk\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.finder.com\/uk\/#organization\",\"name\":\"Finder\",\"url\":\"https:\/\/www.finder.com\/uk\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.finder.com\/uk\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.finder.com\/finder-us\/wp-uploads\/sites\/3\/2025\/05\/Finder-Logo-696x696-1.png\",\"contentUrl\":\"https:\/\/www.finder.com\/finder-us\/wp-uploads\/sites\/3\/2025\/05\/Finder-Logo-696x696-1.png\",\"width\":1392,\"height\":1392,\"caption\":\"Finder\"},\"image\":{\"@id\":\"https:\/\/www.finder.com\/uk\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/findercomuk\",\"https:\/\/x.com\/findercomUK\",\"https:\/\/www.linkedin.com\/company\/finder\/\",\"https:\/\/en.wikipedia.org\/wiki\/Finder_(website)\"],\"description\":\"Every month more than 2 million unique visitors turn to Finder to save money and time, and to make important life choices. We compare everything from bank accounts, personal loans, investing platforms and much more.\",\"email\":\"heythere@finder.com\",\"legalName\":\"Finder\",\"foundingDate\":\"2006-01-01\",\"numberOfEmployees\":{\"@type\":\"QuantitativeValue\",\"minValue\":\"51\",\"maxValue\":\"200\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.finder.com\/uk\/#\/schema\/person\/29dcf3a01c54d4d96f19910315ab8ef7\",\"name\":\"Zoe Stabler DipFA\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.finder.com\/uk\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/cdn.finder.com.au\/finder-us\/wp-uploads\/2025\/11\/ZoeStablerF1_Finder_600x600.png\",\"contentUrl\":\"https:\/\/cdn.finder.com.au\/finder-us\/wp-uploads\/2025\/11\/ZoeStablerF1_Finder_600x600.png\",\"caption\":\"Zoe Stabler DipFA\"},\"description\":\"Zoe was a senior writer at Finder specialising in investment and banking, and during this time, she joined the Women in FinTech Powerlist 2022. She is currently a senior money writer at Be Clever With Your Cash. Zoe has a BA in English literature and a Diploma for Financial Advisers. She has several years of experience in writing about all things personal finance. Zoe has a particular love for spreadsheets, having also worked as a management accountant. In her spare time, you\u2019ll find Zoe skating at her local ice rink.\",\"sameAs\":[\"https:\/\/twitter.com\/zoejuliastabler\",\"https:\/\/www.linkedin.com\/in\/zoejuliastabler\/\"],\"url\":\"https:\/\/www.finder.com\/uk\/author\/zoestabler\",\"jobTitle\":\"Senior writer\",\"knowsAbout\":[{\"@type\":\"Thing\",\"name\":\"Share dealing\"},{\"@type\":\"Thing\",\"name\":\"Reviews and comparisons of trading platforms\"},{\"@type\":\"Thing\",\"name\":\"Robo-advisors\"},{\"@type\":\"Thing\",\"name\":\"Pensions\"},{\"@type\":\"Thing\",\"name\":\"Banking\"}],\"worksFor\":{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.finder.com\/uk\/#organization\",\"name\":\"Finder\"}}]}<\/script>\n<meta property=\"article:modified_time\" content=\"2022-10-05T09:35:01+00:00\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Heart vs head: Are more investors choosing passions over pounds? - Finder UK","description":"Download our report on how investors' passions impact their choices, plus expert predictions for the sector","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.finder.com\/uk\/share-trading\/share-trading-guides\/strategy\/heart-vs-head","og_locale":"en_GB","og_type":"article","og_title":"Heart vs head: Are more investors choosing passions over pounds?","og_description":"Download our report on how investors' passions impact their choices, plus expert predictions for the sector","og_url":"https:\/\/www.finder.com\/uk\/share-trading\/share-trading-guides\/strategy\/heart-vs-head","og_site_name":"Finder UK","article_publisher":"https:\/\/www.facebook.com\/findercomuk","article_published_time":"2022-10-05T08:34:42+00:00","author":"Zoe Stabler DipFA","twitter_card":"summary_large_image","twitter_creator":"@https:\/\/twitter.com\/zoejuliastabler","twitter_site":"@findercomUK","twitter_misc":{"Written by":"Zoe Stabler DipFA","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.finder.com\/uk\/share-trading\/share-trading-guides\/strategy\/heart-vs-head#article","isPartOf":{"@id":"https:\/\/www.finder.com\/uk\/share-trading\/share-trading-guides\/strategy\/heart-vs-head"},"author":{"name":"Zoe Stabler DipFA","@id":"https:\/\/www.finder.com\/uk\/#\/schema\/person\/29dcf3a01c54d4d96f19910315ab8ef7"},"headline":"Heart vs head: Are more investors choosing passions over pounds?","datePublished":"2022-10-05T08:34:42+00:00","dateModified":"2022-10-05T09:35:01+00:00","mainEntityOfPage":{"@id":"https:\/\/www.finder.com\/uk\/share-trading\/share-trading-guides\/strategy\/heart-vs-head"},"wordCount":164,"commentCount":0,"publisher":{"@id":"https:\/\/www.finder.com\/uk\/#organization"},"articleSection":["Strategy"],"inLanguage":{"@type":"Language","name":"English","alternateName":"en"},"potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.finder.com\/uk\/share-trading\/share-trading-guides\/strategy\/heart-vs-head#respond"]}],"copyrightYear":"2022","copyrightHolder":{"@id":"https:\/\/www.finder.com\/#organization"}},{"@type":"WebPage","@id":"https:\/\/www.finder.com\/uk\/share-trading\/share-trading-guides\/strategy\/heart-vs-head","url":"https:\/\/www.finder.com\/uk\/share-trading\/share-trading-guides\/strategy\/heart-vs-head","name":"Heart vs head: Are more investors choosing passions over pounds? - Finder UK","isPartOf":{"@id":"https:\/\/www.finder.com\/uk\/#website"},"datePublished":"2022-10-05T08:34:42+00:00","dateModified":"2022-10-05T09:35:01+00:00","description":"Download our report on how investors' passions impact their choices, plus expert predictions for the sector","breadcrumb":{"@id":"https:\/\/www.finder.com\/uk\/share-trading\/share-trading-guides\/strategy\/heart-vs-head#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.finder.com\/uk\/share-trading\/share-trading-guides\/strategy\/heart-vs-head"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.finder.com\/uk\/share-trading\/share-trading-guides\/strategy\/heart-vs-head#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"UK","item":"https:\/\/www.finder.com\/uk\/"},{"@type":"ListItem","position":2,"name":"Share trading","item":"https:\/\/www.finder.com\/uk\/share-trading"},{"@type":"ListItem","position":3,"name":"Share trading guides","item":"https:\/\/www.finder.com\/uk\/share-trading\/share-trading-guides"},{"@type":"ListItem","position":4,"name":"Strategy","item":"https:\/\/www.finder.com\/uk\/share-trading\/share-trading-guides\/strategy"},{"@type":"ListItem","position":5,"name":"Heart vs head: Are more investors choosing passions over pounds?"}]},{"@type":"WebSite","@id":"https:\/\/www.finder.com\/uk\/#website","url":"https:\/\/www.finder.com\/uk\/","name":"Finder UK","description":"","publisher":{"@id":"https:\/\/www.finder.com\/uk\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.finder.com\/uk\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Organization","@id":"https:\/\/www.finder.com\/uk\/#organization","name":"Finder","url":"https:\/\/www.finder.com\/uk\/","logo":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.finder.com\/uk\/#\/schema\/logo\/image\/","url":"https:\/\/www.finder.com\/finder-us\/wp-uploads\/sites\/3\/2025\/05\/Finder-Logo-696x696-1.png","contentUrl":"https:\/\/www.finder.com\/finder-us\/wp-uploads\/sites\/3\/2025\/05\/Finder-Logo-696x696-1.png","width":1392,"height":1392,"caption":"Finder"},"image":{"@id":"https:\/\/www.finder.com\/uk\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/findercomuk","https:\/\/x.com\/findercomUK","https:\/\/www.linkedin.com\/company\/finder\/","https:\/\/en.wikipedia.org\/wiki\/Finder_(website)"],"description":"Every month more than 2 million unique visitors turn to Finder to save money and time, and to make important life choices. We compare everything from bank accounts, personal loans, investing platforms and much more.","email":"heythere@finder.com","legalName":"Finder","foundingDate":"2006-01-01","numberOfEmployees":{"@type":"QuantitativeValue","minValue":"51","maxValue":"200"}},{"@type":"Person","@id":"https:\/\/www.finder.com\/uk\/#\/schema\/person\/29dcf3a01c54d4d96f19910315ab8ef7","name":"Zoe Stabler DipFA","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.finder.com\/uk\/#\/schema\/person\/image\/","url":"https:\/\/cdn.finder.com.au\/finder-us\/wp-uploads\/2025\/11\/ZoeStablerF1_Finder_600x600.png","contentUrl":"https:\/\/cdn.finder.com.au\/finder-us\/wp-uploads\/2025\/11\/ZoeStablerF1_Finder_600x600.png","caption":"Zoe Stabler DipFA"},"description":"Zoe was a senior writer at Finder specialising in investment and banking, and during this time, she joined the Women in FinTech Powerlist 2022. She is currently a senior money writer at Be Clever With Your Cash. Zoe has a BA in English literature and a Diploma for Financial Advisers. She has several years of experience in writing about all things personal finance. Zoe has a particular love for spreadsheets, having also worked as a management accountant. In her spare time, you\u2019ll find Zoe skating at her local ice rink.","sameAs":["https:\/\/twitter.com\/zoejuliastabler","https:\/\/www.linkedin.com\/in\/zoejuliastabler\/"],"url":"https:\/\/www.finder.com\/uk\/author\/zoestabler","jobTitle":"Senior writer","knowsAbout":[{"@type":"Thing","name":"Share dealing"},{"@type":"Thing","name":"Reviews and comparisons of trading platforms"},{"@type":"Thing","name":"Robo-advisors"},{"@type":"Thing","name":"Pensions"},{"@type":"Thing","name":"Banking"}],"worksFor":{"@type":"Organization","@id":"https:\/\/www.finder.com\/uk\/#organization","name":"Finder"}}]},"article_modified_time":"2022-10-05T09:35:01+00:00"},"custom_fields":{"_masthead_variant":["{\"id\":\"standard-blue\",\"showFeaturedImage\":false,\"presetId\":\"\",\"shouldUsePrimaryCTAFieldName\":false,\"shouldUseSecondaryCTAFieldName\":false,\"primaryCTA\":null,\"secondaryCTA\":null,\"widgetShortcode\":\"\",\"widgetHeading\":\"\",\"widgetStats\":\"\",\"hasPrioritizedWidget\":false,\"hasMaximizedWidget\":false,\"shouldUseOverrideCTALabel\":false,\"overrideCTA\":null,\"cleanTopPicks\":\"\"}"],"_masthead_subheading":["{\"text\":\" Download our report on how investors&#039; passions impact their choices, plus expert predictions for the sector\"}"],"_content_type":["corporate\/other\/brand-page"],"custom_post_template":["single-masthead-one-column.php"]},"amp_enabled":false,"_links":{"self":[{"href":"https:\/\/www.finder.com\/uk\/wp-json\/wp\/v2\/posts\/466256"}],"collection":[{"href":"https:\/\/www.finder.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.finder.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.finder.com\/uk\/wp-json\/wp\/v2\/users\/885"}],"replies":[{"embeddable":true,"href":"https:\/\/www.finder.com\/uk\/wp-json\/wp\/v2\/comments?post=466256"}],"version-history":[{"count":5,"href":"https:\/\/www.finder.com\/uk\/wp-json\/wp\/v2\/posts\/466256\/revisions"}],"predecessor-version":[{"id":545770,"href":"https:\/\/www.finder.com\/uk\/wp-json\/wp\/v2\/posts\/466256\/revisions\/545770"}],"wp:attachment":[{"href":"https:\/\/www.finder.com\/uk\/wp-json\/wp\/v2\/media?parent=466256"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.finder.com\/uk\/wp-json\/wp\/v2\/categories?post=466256"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.finder.com\/uk\/wp-json\/wp\/v2\/tags?post=466256"},{"taxonomy":"asset_tag","embeddable":true,"href":"https:\/\/www.finder.com\/uk\/wp-json\/wp\/v2\/asset_tag?post=466256"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}