An unexpected amount of free time, plummeting stock costs and accessible brokerage platforms led to the emergence of new individual investors in 2020 who now make up nearly 25% of the stock market—and this momentum is set to continue after last year’s highs. 

In fact, according to the latest data from Prosper Insights & Analytics’ December survey, 44% of adult Americans say they’d invest in the stock market. The same data found that more than 1 in 10 (11%) of Americans plan to buy new stocks in the next three months. For publicly traded companies, the continuous influx of new individual investors—and the millions of existing ones—presents an opportunity to build stronger, longer-lasting and more valuable customer relationships.

To better understand the value of the consumer shareholder and how marketers at publicly traded companies can successfully target this historically untapped demographic, I spoke with Jeff Lambert, founder and CEO of TiiCKER — an individual investor loyalty software platform.

Read the full article on Forbes.