2026 retail investing survey report

8 in 10 brand believers would have invested early. Most were never asked.

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Key findings

Retail capital deserves a place in the funding conversation.

54%

want more opportunities to invest in private companies

71%

wouldn’t know where to look for opportunities

83%

have never invested in a private company

56%

would have invested in a favorite brand early

From customer to owner

2026 retail investing report

From customer to owner

What 2,009 Americans reveal about the investors founders may be missing

56%

of Americans would have invested in a favorite brand when they first became familiar with it.

Key findings

Retail capital deserves a place in the funding conversation.

More Americans want a piece of the private market

54% of Americans surveyed want more opportunities to invest in private companies.

71% don’t know where to look

64% didn’t know everyday investors could invest in companies before they go public. And 71% wouldn’t know where to look for opportunities.

83% have never invested privately

But that doesn’t mean everyone on the sidelines wants to stay there.

56% would have invested in a brand they loved

56% say they would have invested in a favorite brand when they first became familiar with it.

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The appetite exists. The awareness hasn't caught up.

54% of Americans want more investment opportunities. 71% don't know where to find them.

Everyday Americans are interested in private-company ownership. Yet many don't know investing before an IPO is even possible.

54%

Would be interested in investing in more private companies if given the opportunity.

64%

Didn't know everyday investors could invest in private companies before they go public.

71%

Wouldn't know where to start looking for private-company investment opportunities.

Your potential investor audience may be bigger than the people who already know how to invest. But an audience can't consider an opportunity it doesn't know exists.

What's inside the 2026 retail investing survey report?

01 / 04

56%

would have invested in a favorite brand early.

Your customers may already be your most motivated investors

Explore what drives customers to invest in brands they believe in, how confidence influences investment interest, and why your potential investor audience may be bigger than you think.

77%

believe customers and brand advocates should be better rewarded for helping a business grow.

The raise doesn’t end when the round closes

Raising money is just the beginning. Discover how an investor community could contribute to your business through word-of-mouth, referrals, product launches, and ongoing engagement.

Before you raise, know what you're getting into.

Six signals you’re ready for a retail raise

Discover six practical signals that your business may be ready for retail capital, plus key considerations to help you make more informed fundraising decisions.

Also included

Think beyond your next funding round

A strong valuation is only part of the equation. Every funding round can dilute your ownership, so what you give up at seed can affect how much of your company remains yours after Series A, Series B, and beyond.

Beyond the raise: the power of investor communities

See how three companies used retail fundraising to reach new investors, engage their communities, and drive business growth.

Timeplast

Timeplast raised $5 million from 9,733 retail investors. When it emailed them about a new sustainable straw, the company reported selling 10,000 units in just six hours.

$5M

Raised

9,733

Investors

Read the case study →

Immersed

With more than 1.5 million users, Immersed looked beyond its founder's social following, using financial newsletters to reach new investors as it raised $16.3 million.

$16.3M

Raised

5,727

Investors

Read the case study →

Green Coffee Company

Green Coffee Company raised $5 million from 2,111 retail investors, then offered shareholders a discount on its coffee. The result was thousands of online orders.

$5M

Raised

2,111

Investors

Read the case study →

“Having an army of retail investors is just a better approach to getting more eyeballs onto your stuff. It’s almost like free marketing.”

Renji Bijoy

Founder, Immersed

Your next raise could start with people who already believe in you.

Get survey insights from 2,009 U.S. adults, real-world fundraising examples, and six practical signals to help you evaluate your next raise.

Download the report

About the report

DealMaker commissioned Propeller Insights to survey 2,009 U.S. adults aged 18 and older in July 2026. Survey findings are based on respondents’ reported attitudes and experiences.

DealMaker 2026 Retail Investing Survey Report, Q10, Q11, Q15, and Q20; n=2,009 for each question. Percentages are rounded, and expressions of interest do not predict investment decisions or participation in any particular offering.

Cite this research

Sharing a finding? Credit the DealMaker 2026 Retail Investing Survey Report and link to this page so readers can find the research context.

Suggested citation

DealMaker (2026). 2026 Retail Investing Survey Report. Research conducted by Propeller Insights among 2,009 U.S. adults aged 18 and older, July 2026.

Media contact: Kristina Cole, kristina.cole@dealmaker.tech

Download your report

Thanks for your interest in the 2026 Retail Investing Survey Report.

Find out what 2,009 Americans revealed about brand conviction, private investing, and the investor audience that may already exist inside your community.

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Considering a retail raise?

Explore what community-powered fundraising could look like for your business.

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