In 2020, we launched Pearler with a simple mission: to make long-term investing more accessible for everyday Australians. No jargon. No hype. Just good habits and sensible strategies.

Now, not long after hitting $2 billion, the Pearler community has passed another huge milestone: $2.5 billion invested.

It’s more than just a number. It’s proof that something powerful is happening. Australians from all walks of life are saying yes to investing in their future. And they’re doing it in a way that’s smart, steady and sustainable.

From $1 billion to $2.5 billion: What changed?

Reaching $1 billion in funds under management took nearly three years. The next billion came in just over one year. Now, we’re adding the next $500 million even faster.

That’s the magic of compounding. And it’s not just visible in individual portfolios, but across the entire Pearler community. As more people join and stick with the habit, the momentum builds. Eventually, growth starts to feel inevitable.

It works the same for individual investors. It might take six years to grow your first $100,000, but the next $100,000 often arrives faster, especially if you’re investing consistently and giving time the opportunity to do its thing.

So, while $2.5 billion is a major milestone, it’s also a signal of what’s ahead. The next stop is $5 billion. We believe we’ll reach it sooner than anyone expects.

Who’s behind the $2.5 billion?

What excites us most about this milestone isn’t the total amount invested. It’s the people behind it.

Here’s a look at the Pearler community today:

• Age: 60% of investors are under 35. The largest group is Australians aged 25 to 34.

• Starting point: 61% of investors have portfolios under $10,000.

• Long-termers: 7% have over $100,000 invested, which shows what consistency can achieve.

• Income: 89% earn less than $130,000 per year. Sensible investing is clearly not reserved for high earners.

• Gender: 51% of Pearler investors are women. That makes Pearler one of the most gender-balanced investing platforms in Australia.

In short, this is a community of everyday people, including young professionals, students, side-hustlers and new parents, building wealth on their own terms. One automatic investment at a time.

And they’re doing it in the middle of a cost-of-living crunch. That’s what makes this milestone even more meaningful. Check out our Instagram post to see the full data.

What are people investing in?

Investing can feel overwhelming at the start, but the Pearler community tends to keep things simple. That’s a good thing.

By far, the most popular investments on the platform are ETFs, or exchange-traded funds. These are diversified, low-cost investment funds that trade like shares. They’re an ideal starting point for new investors.

Why do ETFs work so well?

• Diversification: You aren’t relying on a single company. You’re buying into a whole basket.

• Affordability: You can often get started with less than $100.

• Low fees: Many ETFs charge under 0.3% in annual management costs.

• Simplicity: They suit a set-and-forget approach.

Some of the most popular ETFs with Pearler investors include:

• VAS: Australia's top 300 companies

• VGS: 1,500+ global shares, excluding Australia

• IVV: The S&P 500 (major U.S. companies)

• VDHG: A diversified, growth-focused portfolio in one fund

• ETHI and FAIR: Ethical ETFs focused on sustainability and governance

Our ETF rankings are powered by community activity, not ads or promotions. If you’re wondering what others are investing in, you’ll find real-time insights based on real investor behaviour.

Top ETFs on Pearler

Here’s a breakdown of some of the most popular ETFs on Pearler — what they are, why they’re loved, and who tends to choose them.

1. VAS - Vanguard Australian Shares Index ETF

• Focus: Top 300 ASX companies

• Fee: 0.07%

• Why popular: A simple way to own a slice of Australia’s biggest companies. It’s the go-to for building a solid local foundation.

• Who likes it: Investors who want to keep things simple and back the Aussie market in one move

2. IVV - iShares S&P 500 ETF

• Focus: Top 500 U.S. companies

• Fee: 0.04%

• Why popular: Easy, low-cost access to America’s top companies, a favourite for those backing long-term global growth.

• Who likes it: Investors who want straightforward access to the U.S. sharemarket

3. VGS - Vanguard MSCI International Shares ETF

• Focus: Global shares excluding Australia

• Fee: 0.18%

• Why popular: Helps Aussie investors go global without overthinking. A set-and-forget choice for international exposure.

• Who likes it: Investors balancing local holdings with global

4. VDHG - Vanguard Diversified High Growth Index ETF

• Focus: Growth-focused, diversified fund-of-funds

• Fee: 0.27%

• Why popular: One ETF, global diversification, automatic rebalancing, it’s like a full portfolio in a single fund.

• Who likes it: Beginners seeking simplicity

5. NDQ - Betashares NASDAQ 100 ETF

• Focus: Top 100 non-financial companies on the NASDAQ

• Fee: 0.48%

• Why popular: For those who believe in the long-term power of tech. NDQ gives exposure to names like Apple, Amazon and Google in one ETF.

• Who likes it: Investors who believe tech and innovation will drive the future

6. A200 - Betashares Australia 200 ETF

• Focus: ASX top 200

• Fee: 0.07%

• Why popular: A community favourite for cost-conscious investors building a strong local base.

• Who likes it: Investors who want a simple, low-cost way to back Australia’s biggest companies

7. DHHF - Betashares Diversified All Growth ETF

• Focus: 8,000+ global companies

• Fee: 0.19%

• Why popular: Covers thousands of companies across the world in one fund.

• Who likes it: Set-and-forget investors

8. ETHI - Betashares Global Sustainability Leaders ETF

• Focus: Ethical global companies

• Fee: 0.59%

• Why popular: For investors who want their money to match their values.

• Who likes it: Ethical investors, especially younger generations

9. VTS - Vanguard U.S. Total Market Shares ETF

• Focus: Broad exposure to the entire U.S. stock market

• Fee: 0.03%

• Why popular: Broad access to the entire U.S. market, not just the big names.

• Who likes it: Investors who want more breadth than just the S&P 500

10. VEU - Vanguard All-World ex-US Shares ETF

• Focus: Global shares outside U.S.

• Fee: 0.08%

• Why popular: Gives Aussies access to markets beyond the U.S., including Europe and emerging economies.

• Who likes it: Diversifiers and global builders

Values-based investing is growing

One of the strongest trends within the Pearler community is the rise of ethical investing.

ETFs like ETHI and FAIR have consistently ranked among the most-held funds on Pearler. These funds invest in companies that meet higher environmental, social and governance (ESG) standards.

This tells us something important. Many investors today care not just about growing their wealth, but about how it’s grown and who benefits along the way.

Whether it's a desire to avoid fossil fuels, support gender equity or back responsible business practices, more people are aligning their money with their values. And they’re finding that they don’t need to sacrifice returns to do it.

At Pearler, we’re proud to support that shift.

The power of automation

If there’s one habit that successful investors tend to share, it’s consistency.

That’s why so many Pearler users take advantage of Pearler Automate. With Automate, you can set up regular deposits and purchases, removing the need to time the market or overthink your next move.

In volatile times, automation is even more powerful. You stay on course, stick to your strategy and give your portfolio a chance to grow uninterrupted.

The result is fewer emotional decisions and a better chance of reaching your long-term goals.

Investing as a life habit

One of the biggest mindset shifts we’ve seen since launching Pearler is this:

Investing is becoming a normal part of life.

For many, it’s no longer something they should be doing. It’s something they are doing. Automatically. Regularly. Even during market ups and downs.

It’s become a habit, just like brushing your teeth or paying your bills. And that’s a huge win.

When investing becomes routine, it stops being intimidating. That’s when real progress begins.

What’s next?

Reaching $2.5 billion is a big deal. But our focus isn’t just on the next number.

Our goal is to keep making long-term investing feel human and achievable for more Australians. That means:

Highlighting what real investors are doing, not just what experts say

Helping people build confidence, no matter where they’re starting from

Making automation the default, not the exception

Supporting diverse investors across all income levels, ages and backgrounds

We’ll keep improving Pearler, but the philosophy stays the same. Keep it simple, stay consistent and focus on what matters long-term.

Your next step

If you’ve already contributed to the $2.5 billion, thank you. You’re part of something bigger than just your portfolio.

If you’re still thinking about getting started, now’s a great time to:

• Browse the top ETFs on Pearler

• Automate your deposits when you're ready

• Or take your time and keep learning at your own pace

No pressure. No rush. Just steady progress.

We’re proud of what the Pearler community has achieved so far. And we can’t wait to see where we go from here.

Here’s to the next $2.5 billion, built the same way we started: slowly, sensibly and together.