Top 10 Investment Companies By Assets In 2026
The largest investment companies in the world own trillions in assets.
When you first start investing, figuring out which brokerage to pick can be a challenge. Before you open an account, it’s worth looking at the biggest brokerage companies and identifying what makes these companies unique.
The following companies have more than $1 trillion in assets under management. With so much money at these brokerages, most seem to be doing something right.
Keep in mind that not all of these companies are discount brokerages. Some specialize in workplace retirement plans and others are full-service brokerages that charge high fees. These are the top 10 brokerages based on their assets under management and/or assets under advisement.
Related: Top Brokerages To Invest Your Money In 2026
1. Fidelity
Fidelity famously became the first company to offer a no-fee index fund to accompany its already no-commission trading fees, and other services that investors love. With its myriad of low and no-cost products, Fidelity manages to offer a great website, offering services like a Robo-advisor and socially oriented investments.
Thanks to its focus on low fees and customer service, Fidelity has more than $17.5 trillion in assets under administration, with $6.8 trillion directly under management..
2. BlackRock
BlackRock is the country’s largest brokerage firm specifically assets under management – having $14.04 trillion in assets under management at the end of 2025. BlackRock is famous for its iShares funds (also called SPDR funds) which are some of the lowest-cost ETFs available on the market. Robo Advisors rely heavily on BlackRock funds due to the quality of index tracking and the company’s low costs.
While you can buy iShares through most brokerage companies, BlackRock also allows you to open retirement accounts, brokerage accounts, and 529 accounts. It supports a range of investment options with commission-free trades and low costs on ETFs and mutual funds.
Related: Why Do People Say BlackRock Owns Everything?
3. Vanguard
Vanguard was founded by John Bogle, who championed low-cost investing philosophies. Bogle was a pioneer of low-cost index funds, which is a portfolio of stocks or bonds, which gives you a more diverse way to invest than if you were buying individual stocks. Vanguard offers both actively managed and passive index funds.
The company, which is headquartered in Valley Forge, Pennsylvania is now managing over $12 trillion in assets under management (as of November 30, 2025).
4. Charles Schwab
With $11.9 trillion in assets under management at the end of 2025, Charles Schwab is a consistent leader for “retail investors.” This is the group that may want access to low-cost funds, some trading capabilities, insights from leading investors, and great investing technology.
The company offers automated investing through Intelligent Portfolios, socially responsible investment options, and all manner of retirement, education, and brokerage accounts.
5. Morgan Stanley (E*TRADE)
Morgan Stanley was another company known for its high-fee, high-touch service, but the company made a bid at the discount market by acquiring E*TRADE in late 2020. E*TRADE is best known for its low and no-cost trading platform. It gives users the ability to open multiple accounts including education accounts, retirement accounts, and regular brokerage accounts.
The E*TRADE solo 401(k) account is consistently ranked as a favorite due to the ease of opening, funding, and transacting in the account.
With the acquisition of E*TRADE, Morgan Stanley now has $9.3 trillion in client assets with $1.8 trillion in assets under management.
6. UBS Global Wealth Management
UBS Global Wealth Management is one of the world’s largest wealth manager, serving primarily high-net-worth and ultra-high-net-worth investors.
The firm oversees roughly $7 trillion in invested assets across its wealth management business and offers portfolio management, estate planning, lending, and alternative investments.
UBS expanded its presence in the United States through its acquisition of Credit Suisse, which added clients and advisors to its already large global network.
7. JP Morgan Chase
A favorite amongst the personal finance community, Chase is known for its above average credit card rewards and lucrative checking sign-up bonuses.
The company holds $7.1 trillion in client assets and has more than $4.8 trillion in assets under management for its clients. While most of J.P. Morgan Chase’s products are targeted to high net worth individuals, the company’s self-directed investment option offers commission-free trade, retirement accounts, fractional shares, and other perks for investors.
8. Goldman Sachs
Founded in 1869, Goldman Sachs is the world’s second largest investment bank by revenue. The company specializes in advisory services for mergers and acquisitions and restructuring, personal wealth and investment management, and more.
Goldman Sachs has a total of 3.61 trillion in assets under supervision at the end of 2025. According to Goldman Sachs, assets under supervision “includes assets under management and other client assets for which Goldman Sachs does not have full discretion.”
9. Edward Jones
With more than $2.5 trillion in assets under management, Edward Jones Investments is the first company on this list that doesn’t have a discount component. Investors who choose Edward Jones primarily work through the company’s financial advisors who guide investors toward the right mix of investments.
Compared to most companies listed here, Edward Jones has high fees, and the service you receive varies depending on the quality of your financial advisor. If you’re happy with your Edward Jones investment advisor, it may be worth keeping your investments at the company despite the high fees. However, investors who are less satisfied may want to consider a new financial advisor through Empower or Wealthfront Advisory Services.
10. Bank of America
Bank of America’s Global Wealth and Investment Management (GWIM) division includes both Merrill and the Bank of America Private Bank. Together, these businesses oversee more than $2.2 trillion in client balances, offering advisory services, brokerage accounts, and financial planning.
Merrill provides investment tools and advisor-led portfolios for individuals with a wide range of assets, while the Private Bank focuses on ultra-high-net-worth households and institutions. Through its connection with Bank of America’s broader banking platform, clients can access integrated lending, banking, and investment services in one place.
Are Bigger Brokerages Better?
In general, we don’t recommend apps or brokerages with less than $1 billion in assets, because the companies are too likely to be acquired. Mergers and acquisitions tend to lead to decreased quality of customer service, at least during the transition. So that’s why we believe the size of the brokerage matters.
For brokerages that are growing, once it reaches a certain size, the company can serve the most common investment needs, and provide a differentiated experience based on its strengths. Most of the brokerages on this list offer a mix of high and low-cost products and they serve a variety of clientele.
Why Some Of Our Favorite Brokerages Didn’t Make The List
Some of our favorite investment companies (such as Wealthfront and M1Finance) just didn’t quite make the cut. Both of these companies have less than $50 billion in assets under management. Despite their relatively small scale (at least compared to companies with trillions under management), we respect these contenders in the space.
If you’re interested in finding the best free investing apps, check out this article. It includes several companies that manage billions rather than trillions in assets.
These companies manage to scale using technology which keeps costs low for investors and provides a great investment experience too.
To compile our ranking of the largest investment companies by assets, we started by sourcing financial data from ADV Ratings and Wikipedia. Then, we went directly to the company websites to find the most up to date results based on their annual reports (as of December 31, 2025) Note that these numbers and rankings will change over time, and while we will strive to update our content regularly, it may not be current.
Editor: Robert Farrington
Reviewed by: Colin Graves
The post Top 10 Investment Companies By Assets In 2026 appeared first on The College Investor.
Spotify says it paid out $213M to Australian music rightsholders in 2025, up 7% YoY
Spotify reports that it paid out AUD $330 million (approx. USD $212.7M) to Australian music rightsholders last year, up 7% YoY.
Globally, Spotify says that it paid out more than $11 billion to the music industry in 2025, as revealed in late January.
Spotify’s Australian-specific data showed that more than 370 artists based in the market now earn over AUD $100,000 ($64,500) annually from Spotify alone, double the count from 2017.
The newly published data for the Australian market also revealed that local fans streamed Australian artists 223 million more times on Spotify in 2025 than the year before.
Australian artists were also discovered by first-time listeners 2.7 billion times globally last year, according to Spotify.
The company said nearly half of all Australians use the platform, and it described the country’s user base as among its “most engaged listeners globally.” As of June 2025, Australia’s population was at 27.6 million, according to government data.
Spotify revealed the figures as it announced a new AUD $200,000 ($128,900) multi-year partnership between its Turn Up Aus initiative and The Push, aimed at developing emerging artists in Australia.
“We’ll help The Push—Australia’s leading youth music organization—create pathways for local artists and industry leaders, investing not only in today’s talent but also in the future of the country’s creative economy.”
Spotify
“We’ll help The Push—Australia’s leading youth music organization—create pathways for local artists and industry leaders, investing not only in today’s talent but also in the future of the country’s creative economy,” Spotify said Tuesday (March 3).
Spotify said its partnership with The Push is part of its efforts to support Australian music that also includes its RADAR and EQUAL programs. The platform also invests in an editorial team that curates local playlists such as Hot Hits Australia, Turn Up Aus, New Music Friday, Heaps Country, A1, and more.
In November, Spotify entered a three-year partnership with the Australian Recording Industry Association (ARIA) as the official presenting partner of the ARIA Awards starting in 2025.
Beyond streaming revenue, Spotify also highlighted its role in driving merch sales, marketing support, ticket sales and live music discovery for Australian artists. The company also highlighted its ongoing efforts to combat what it called “AI slop” and abuse.
“[W]e’re working all the angles to deepen the connection between fans and Australian artists, on and off platform,” said Spotify.
Australia ranked as the world’s eleventh-largest recorded music market in 2024, having been overtaken by Mexico, which climbed to tenth, according to IFPI data. The country’s recorded music revenues grew by 6.1% YoY in 2024.
All AUD-to-USD conversions are made using the annual average exchange rate as published by the IRS.
Music Business Worldwide
Fed rate cuts: Iran war and jobs data lower odds of 2026 interest cut
In the entirely likely event that Kevin Warsh’s nomination for Fed chairman makes it through Senate hearings, he’ll be keen to leave his first Federal Open Market Committee meeting (FOMC) this summer with a base rate cut in-hand.
After all, in order to land the nomination to succeed Jerome Powell the directive from the Oval Office was explicit: The candidate would have to be more dovish than Powell. Warsh, a former Fed Governor, fits the bill: He’s bullish on the U.S. economy, thanks in large part to the promise of AI, and is advocating for relative economic tightening on the Fed’s balance sheet to offset lower rates.
Trump’s campaign against Powell’s central bank has been intense—he literally brought it to the doorstep of the Fed. Any incoming Fed chairman would be keen to set the tone early on, and deliver the much-requested rate cut the president has been lobbying for.
But to deliver that cut would be no mean feat. Trump’s military escapades with Israel in Iran are only likely to push an already skittish FOMC into a more hawkish stance, analysts believe. That’s because the biggest economic fallout from the conflict (notwithstanding the humanitarian toll) is the impact on energy supplies from the Gulf region.
Iran borders the Strait of Hormuz, a narrow waterway in the Persian Gulf through which exports from UAE, Qatar, Kuwait, and Iraq all flow. Shipmasters are now nervous to sail through it. The White House has suggested its military will offer escorts to ships along the strait in order to keep the route open, though whether that actually happens remains to be seen.
The knock-on effect for oil and gas prices is the key concern for economists. The Fed is tasked with keeping inflation at 2%, and consumer prices are already above-target on this metric. Lower the base rate would be adding fuel to that inflationary fire, by stoking consumption and borrowing.
Compounding the issue is the latest jobs data, which shows the labor market continuing to strengthen. Payroll provider ADP reported that private employers added 66,000 roles in February, well above the 50,000 expected. That doesn’t help the argument for a cut. The second part of the Fed’s mandate—steady employment—is already taking care of itself with little intervention.
Regional Fed Presidents, whose vote holds equal weight to that of the chairman, are already indicating that their wait-and-see stance is further warranted by the conflict. Cleveland’s president, Beth Hammack, said rates could be held for “quite some time,” with Iran presenting a new inflationary risk. Likewise, Minneapolis Fed President Neel Kashkari said this week he was growing less confident about his previous estimation of a 25bps cut this year, explaining: “With the geopolitical events, we need to get a lot more data in.”
Global bank hawks
Central bankers are approaching the Iran war as “hawks,” Macquarie’s Thierry Wizman said in a note to clients yesterday. As well as U.S. bankers, Wizman pointed to the fact that representatives from the Bank of Japan, Bank of England, the Bank of Canada, and the European Central Bank have also signalled they’re watching carefully for any inflationary hints.
“The prospect that the Fed may be ‘on hold’ instead of cutting rates this year may be why the USD has gotten an extra fillip of appreciation (beyond the haven-seeking impulse) during the war,” Wizman added. “With the OIS market previously projecting more than two cuts from the Fed in 2026 (as of last week) it is the U.S.’s rate outlook that is seen to have the greatest ‘potential’ to be overturned by another burst of global inflation in 2026, if energy supplies become constrained.”
The strong data meant investors are pricing out the likelihood of a cut in the first half of this year, noted Deutsche Bank’s Jim Reid this morning: “The probability of a cut by the June meeting (which would be the first with a new Chair) fell to just 39% by the close, the lowest so far this year. So clearly there’s growing scepticism that a new Chair can start cutting straight away, particularly with the data as strong as it is right now.”
Monetary policy, state-dependent bank capital requirements and the role of non-bank financial intermediaries – Bank Underground
Manuel Gloria and Chiara Punzo
The expansion of non-bank financial institutions (NBFIs) is transforming the financial landscape and introducing fresh challenges for financial stability and oversight at the same time as creating opportunities. Using a dynamic stochastic general equilibrium (DSGE) model, we find that while NBFIs may enhance long-term welfare for households and entrepreneurs in normal conditions, their greater role also heightens vulnerabilities to severe shocks in the financial system. Greater NBFI activity boosts competition in the financial sector, leading to more efficient resource allocation. A working paper detailing these results was recently published.
The global financial landscape has undergone significant transformation in recent years with NBFIs becoming increasingly prominent in credit provision. Their expanded activities have contributed to a more intricate system, presenting new challenges for macroprudential policy and supervision (Buchak et al (2018)).
While some studies highlight the risks posed by NBFIs, particularly due to their limited regulatory oversight and potential to amplify systemic vulnerabilities (Plantin (2014), Gennaioli et al (2013)), others point to their role in improving market efficiency and diversifying funding sources (Ordoñez (2018)). The ultimate impact of NBFIs on financial stability and welfare remains an open question, especially during periods of economic stress. Our paper contributes to this debate by examining how NBFIs influence the economy’s vulnerability to severe downturns − those rare but impactful episodes that can pose outsized risks to financial stability − and the transmission of monetary policy.
To explore these dynamics, we develop a structural model that reflects the interactions between traditional banks, NBFIs, and monetary policy. This framework allows us to assess how financial structures affect the economy’s response to shocks. By focusing on episodes of heightened financial fragility, our aim is to provide insights that can help policymakers balance the goals of stability and efficiency in an evolving financial landscape.
Methodology
We develop a microfounded DSGE model that places state-dependent capital requirements for commercial banks at the heart of the financial system. Unlike traditional models that assume banks face symmetric capital adjustment costs (Gerali et al (2010)), our framework introduces a crucial non-linearity: capital adjustment costs only activate when a bank’s capital ratio dips below a regulatory threshold, otherwise remaining inactive. This asymmetry means that when banks are well-capitalised, they face no penalty, but as soon as their capital falls short, loan-deposit spreads rise, reflecting heightened funding costs.
While our methodology enables the analysis of state-dependent dynamics, it still retains some of the simplifying features of Gerali et al (2010): it does not account for risk and uncertainty, and the way banks are required to hold extra capital relies on simplified assumptions.
The financial sector in our model explicitly distinguishes between two types of lenders: regulated commercial banks, subject to capital requirements and protected by resolution regimes and deposits insurance; and NBFIs, which are not directly regulated. NBFIs depend on market discipline to maintain investor trust, operating under an incentive compatibility constraint that ensures their actions remain credible in the eyes of savers and investors. Within this competitive landscape, commercial banks possess some market power when setting interest rates, whereas NBFIs operate in perfectly competitive markets (Gebauer and Mazelis (2023)). In our framework, banks and NBFIs compete but do not interact directly; we therefore abstract from potential interlinkages such as banks’ exposure to NBFIs through activities like prime brokerage.
We utilise this model to examine how the economy reacts to monetary policy shocks in both the short and long term. Specifically, we distinguish the effects of asymmetric capital requirements, as opposed to symmetric ones, on the consequences of a rise in the policy rate, and we assess the specific role that NBFIs play in the transmission mechanism compared to a scenario in which only banks act as financial intermediaries.
Beyond average outcomes, we focus on how these factors shape the economy during severe downturns − what economists call the ‘left tail’ of the GDP distribution, meaning situations where GDP falls to very low levels. To capture these rare but costly events, we simulate the model under a wide range of economic conditions and focus on extreme scenarios such as deep recessions or financial stress. This approach allows us to evaluate how the inclusion of NBFIs affects the likelihood and severity of rare but costly events.
We also account for the zero lower bound on interest rates, given its relevance in recent stress episodes. Finally, we complement our analysis with a welfare analysis, where welfare is defined as the weighted sum of the individual welfare of savers in the economy and the entrepreneur. This approach enables us to compare long-term outcomes with and without NBFIs, thereby assessing their broader contribution to financial stability and economic efficiency.
Findings
Chart 1 illustrates impulse response functions following a 1% monetary policy shock, contrasting two versions of the model: one featuring only banks (red lines) and the other incorporating NBFIs (blue lines). Each subplot reports percentage deviations from steady state (except for the policy rate, which is shown as absolute deviations) and the x-axis represents quarters, extending up to 10 years ahead). The Chart shows that NBFIs significantly amplify the contractionary effects of monetary policy, due to their exposure to bond prices. When bond prices decline, NBFIs cannot offset the reduction in bank credit, meaning they cannot fully fill the gap left by banks. This limitation outweighs the competitive lending channel identified by Gebauer and Mazelis (2023), where NBFIs might otherwise step in to increase credit supply when banks retrench. In our analysis, the balance sheet channel dominates, so the ability of NBFIs to act as a ‘spare tyre’ is significantly curtailed during periods of falling bond prices.
Chart 1: NBFIs amplify the negative effect of higher interest rates on GDP

Importantly, if we run a large number of simulations with randomly drawn shocks to characterise the full distribution of outcomes, we find that this amplification is most pronounced in the left tail of the GDP distribution. To clarify, these charts illustrate the impact of introducing NBFIs on GDP in extreme scenarios. The median value falling by 0.01 percentage points suggests that, on average across all simulations, the effect on GDP is minimal. However, the shift of the fifth percentile by -0.81 percentage points indicates that in the worst 5% of simulated outcomes, GDP is significantly lower − that is, deep downturns become noticeably more severe when NBFIs play a larger role. This heightened vulnerability persists even when interest rates are constrained at the zero lower bound, meaning that the risk of sharper contractions in GDP remains present under stressed conditions.
Table A: Median and 5th percentile values of the distribution of GDP deviations from steady state across 1,000 simulations
| GDP | No NBFI | NBFI | Diff |
| Median | -0.17% | -0.18% | -0.01% |
| 5th percentile | -9.17% | -9.98% | -0.81% |
| Median (zlb) | -0.36% | -0.39% | -0.03% |
| 5th percentile (zlb) | -9.07% | -9.87% | -0.80% |
In contrast, our long-term analysis indicates that greater involvement of NBFIs supports higher overall welfare. Chart 2 illustrates how aggregate welfare changes as the proportion of NBFI credit rises − in particular, as the NBFIs share increases from 0 to 0.3 and the banks share drops correspondingly. We observe a clear trend: welfare tends to increase as the proportion of NBFI lending rises, with the most pronounced gains occurring when NBFIs are first introduced to an economy − specifically between a share of 0 and 0.1. By facilitating a broader spectrum of lending channels, an increased share of NBFI activity supports a more diverse and adaptable financial system, which can enhance the allocation of resources without relying solely on the regulatory mechanisms applied to commercial banks.
Chart 2: Aggregate welfare as a function of NBFI share of total lending

Policy implications
These findings highlight that while NBFIs may enhance long-term welfare by expanding credit channels and supporting economic efficiency in normal circumstances, their growing presence also renders the financial system more susceptible to severe downturns. In other words, the improvement in welfare during typical economic conditions comes at the cost of increased vulnerability to extreme shocks.
Policymakers must therefore strike a thoughtful balance between stability and efficiency. Adaptive oversight is crucial, because effective macroprudential policies must address risks arising from every part of the financial system − not only by evaluating banks and non-bank institutions individually, but by understanding their interactions and the combined effects these have on the broader economy. This requires a dynamic regulatory framework that considers the evolving interplay between regulation, monetary policy, and the diverse spectrum of financial intermediaries.
In summary, understanding these complex dynamics equips policymakers to better prepare for future shocks and enhance financial system stability and welfare.
Manuel Gloria and Chiara Punzo work in the Bank’s Macroprudential Strategy and Support Division.
If you want to get in touch, please email us at bankunderground@bankofengland.co.uk or leave a comment below.
Comments will only appear once approved by a moderator, and are only published where a full name is supplied. Bank Underground is a blog for Bank of England staff to share views that challenge – or support – prevailing policy orthodoxies. The views expressed here are those of the authors, and are not necessarily those of the Bank of England, or its policy committees.
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The Best Large Mortgage Companies to Work for in 2026
The following 5 companies, which boast 500 or more employees, were highly rated by their staffs for creating a great environment to work in.
SEE THE FULL LIST:
This ranking is a partnership between National Mortgage News and the Best Companies Group, which conducts extensive employee surveys and reviews employer reports on benefits and policies. The employee survey covers eight topics: leadership and planning; corporate culture and communications; role satisfaction; work environment; relationship with supervisor; training, development and resources; pay and benefits; and overall engagement.
LAST YEAR’S LIST:
Once the survey data is analyzed, the companies get a score that decides their ranking. The overall score is calculated using the employee survey (weighed at 75%) and the employer questionnaire (25%). To qualify for consideration, organizations with 25 or more employees need a minimum response rate of 40% while companies with 25 or fewer employees need 80%.
Check out the winners in the large-company category below.
New Gold Coin Deal Thursday (3/5), $685 In Credit Card Spend & $20+ Profit
Update 3/4/26: Price is confirmed at $685. It seems not many are buying this, but MPD is confirmed at $20 profit. Has worked in the past for readers but do your own research and only commit if you plan on actually selling to them even if the price skyrockets after purchase. Do your own research and this isn’t an endorsement nor do we receive anything.
There is another profitable U.S. Mint coin deal coming up March 5, 2026, at 12 noon (ET).
- American Eagle 2026 One-Tenth Ounce Gold Proof Coin
Cost hasn’t been announced yet (probably around $650) and will come with $5.95 shipping, limit of one. I’d recommend locking in a price ahead of time to lock in your profit and avoid any risk (keep in mind there always seems to be a bit of astroturfing in the comments for different purchasers). This coin is more expensive so I would definitely recommend locking in a price before purchasing. You can see what credit cards code as a cash advance and the best cards to use in this dedicated post.
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timestamps
0:00 | intro
0:05 | financials
2:53 | raising capital
7:03 | profits
10:46 | customers
12:51 | relationships
17:00 | marketing and selling
20:09 | defining accounting
24:10 | assets, liabilities, and owner’s equity
27:05 | income statement
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28:58 | customer data
33:20 | branding
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50:00 | business types
52:25 | teams
55:41 | profit-related decisions
58:37 | materials
1:03:24 | manufacturing
1:07:52 | logistics
1:11:58 | hiring employees
1:16:25 | business processes
1:20:18 | resources management
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How to Lead When You Can’t See the Way
March 4, 2026
For today’s senior leaders, uncertainty isn’t episodic—it’s structural. Geopolitics, emerging technologies, and shifting stakeholder expectations have created what one executive described to Harvard Business School’s Linda A. Hill as “leading through a fog.” When you can’t see clearly ahead, what does leadership even mean?
How Out-of-Town Buyers Are Driving Rental Demand in 87 of the Top 100 Housing Markets
Out-of-town buyers are no longer a niche market. They are the market.
Those who are old enough might remember their first pre-2008 investment seminar from old-school gurus like Robyn Thompson and Ron LeGrand when they suggested sending postcards to buyers who lived out of state, and you dutifully made a note, thinking, “That’s a good idea.” It was.
Flash forward two decades, and potential out-of-town buyers now comprise 62% of online views for homes in the largest 100 U.S. metros, according to a report from Realtor.com, with 87 of those 100 markets being driven by out-of-market interest. In 2019, 48.6% of online shoppers were out-of-market.
What’s driving the move away from traditional employment hubs? Affordability and warm weather. Throw in remote work as a facilitator, and more residents are seizing the opportunity to live a more relaxed life away from adverse weather and without stretching their finances. This is also borne out in U.S. News and World Report’s ongoing “Moving Trends,” which shows the allure of affordable metros in the South and Midwest.
Realtor.com notes that Sunbelt enclaves such as Cape Coral-Fort Myers and Lakeland-Winter Haven in Florida and Durham-Chapel Hill in North Carolina attracted around 80% of their listing traffic from out-of-town buyers in late 2025, a figure even higher than during the pandemic, with interest coming from potential owner-occupants, second-home buyers, and investors.
“We have seen a fundamental change in where Americans who are shopping for a home are looking to live,” said Danielle Hale, chief economist at Realtor.com, when releasing the report. “As the ‘lock-in effect’ keeps some owners from selling, those who are moving are increasingly untethered to the market they’re currently in.”
How Affordability Is Squeezing Buyers
According to a recent Investopedia analysis citing Oxford Economics, a household needed to earn $110,000 in the third quarter of 2025 to buy a single-family home as well as pay property taxes and home insurance costs—almost double the amount needed at the same time five years earlier. Despite house prices slowing rather than collapsing due to tight supply, a starter home is still out of reach for many.
It’s not just sunnier climes that buyers and new residents are looking to. Midwest and Northeast markets that traditionally sourced their buyers locally now average about 56% and 62% out-of-town listing views, respectively, with smaller and mid-sized markets being the target for migration.
Migration and Rental Demand: The Happy Couple
Migration and rental demand often go hand in hand because when moving to a new city, potential homeowners usually test-drive it first by renting. When tenants are moving from larger cities to smaller cities such as Richmond, Virginia, and Pittsburgh, Pennsylvania, the end result, according to Yahoo! Finance’s analysis of Realtor.com data, is a lower vacancy rate and higher rental demand.
Renters arriving from expensive metros are helping to bid up prices in what have been considered budget?friendly cities, according to Realtor.com analysts.
Moving Company Reports Back Real Estate Data
Transportation companies echo the same message, adding their own nuances.
United Van Lines’ 2025 National Movers Study shows inbound migration led by Oregon, West Virginia, and South Carolina. Its top destination metros include Eugene-Springfield, Oregon; Wilmington, North Carolina; and Dover, Delaware, with a focus on smaller cities and towns.
Michael A. Stoll, economist and professor in the Department of Public Policy at the University of California, Los Angeles, said in the United Van Lines report:
“For most Americans, interstate relocation is no longer a linear calculation; it’s a complex decision balancing multiple competing factors. It is interesting to see that in general, population movement continues from North/Midwest regions to Southern states, and again, top inbound locations are dominated by smaller- to medium-sized metro areas. This reflects a legacy of COVID-era preferences for lower-density living, combined with the reality that housing costs continue to drive people toward more affordable regions.”
Similarly, Allied Van Lines’ U.S. Migration Report highlights the Carolinas, Tennessee, New York State, and Florida as its customers’ top destinations. The report says that North Carolina has “burst on the scene as a hot destination,” with former resort towns reimagined as full-time hubs for remote workers, while tech and finance workers are drawn to Charlotte.
Seven Is the Magic Number
Metros with vacancy rates above 7% give tenants a tactical advantage, according to a Realtor.com report, with landlords often eager to offer incentives, such as rental concessions, to fill units.
In smaller cities where tenants have been arriving en masse, that advantage slides back to landlords. U.S. News and World Report’s exhaustive The Fastest-Growing Places in the U.S. is a good companion guide for investors looking for safe havens to buy rental properties. It’s clustered with smaller Southern cities in Florida, South Carolina, and Texas, with some Western states like California and Arizona attracting more affluent movers.
Older Movers Are Increasingly Choosing to Rent Over Buy
Wondering whether all the migration translates into actual tenants? It’s a valid question, especially when the demographics skew toward older tenants who have former homes, equity, retirement funds, and pensions to presumably see them through their later years. Wouldn’t they simply want to buy a place of their own? Apparently not.
According to a study by Point2Homes, a real estate listing website for American Rental Homes, citing U.S. Census data, seniors are one of the fastest-growing rental demographics. In a 10-year period, the senior renter population increased by 30%, adding 2.4 million people.
But it’s not just seniors who are choosing to rent rather than own. The 55-64 age group is up by 500,000. Finances play a big part, as a Harris Poll cited in the report shows, with older residents less willing to be saddled with mortgages, taxes, insurance, repairs, and possibly HOA fees, preferring the ease of movement that renting offers.
Not surprisingly, Florida is a prime destination, as the Realtor.com report confirms, with Cape Coral-Fort Myers among the top destinations. Also, for smaller investors, older renters are not opting for gleaming new apartment buildings and amenities but instead prefer single-family rentals, with numbers increasing by more than 25% compared to a decade ago among the 65+ age group.
Final Thoughts
Looking at these various reports together helps make the decision of where to invest easier. The good news is that people are moving to more affordable markets and have a preference for smaller single-family homes, especially among older tenants, which plays into the hands of BRRRR investors and buy-and-hold landlords.
For flippers, upgrading homes in smaller markets means less capital at risk and faster turnover, helping feed demand from investors and homebuyers alike.
