Where are Ukrainians investing in 2025?

In today’s economic reality, Ukrainians are actively rethinking their approaches to saving and growing capital. In the context of full-scale war, inflation, currency fluctuations, and uncertainty, traditional financial models are no longer seen as the only reliable ones. The focus is now on diversification.

To understand how exactly investment strategies are changing among Ukrainians, in April - May 2025, the international company Ipsos and the crypto exchange WhiteBIT conducted a survey. It involved 650 financially active respondents aged 18 to 65, living in cities with populations over 100,000 (excluding temporarily occupied territories and active combat zones). 

Goal: grow and preserve

Investing is gradually becoming the new financial norm for Ukrainians. More and more people are taking steps toward investments. According to the study, more than half of respondents are already actively considering or using alternative tools — beyond the classic saving scenarios (cash, bank deposits). This indicates Ukrainians’ readiness not only to preserve but also to grow their savings.

The results also show that Ukrainians choose different investment methods depending on their goals. For example, if the main priority is to protect savings from inflation and devaluation, respondents choose cash or bank deposits in foreign currency. In case of a need for passive income — preference is given to government bonds or residential real estate.

To protect savings from inflation, Ukrainians consider foreign currency and real estate the most relevant instruments. But for potential capital growth, respondents more often choose cryptocurrency, private company shares, their own business, or commercial real estate.

Cryptocurrency — not exotic, but part of the strategy

According to the Ipsos survey, digital assets are already among the top five most popular tools for saving and investing among financially active Ukrainians — along with bank accounts, deposits, and real estate.

• 25% of investors already have experience investing in cryptocurrency;
• Another 23% say they plan to start soon.

Most often, cryptocurrency is viewed as an opportunity to earn significant capital, generate additional passive income, protect savings from inflation, and as one of the options for diversifying investments.

“Interest in cryptocurrencies as an effective investment tool is growing worldwide. Users choose digital assets due to their high profit potential, portfolio diversification opportunities, and immunity to inflation. Thanks to technological innovations and regulatory initiatives, trust in this asset class continues to increase,” noted Volodymyr Nosov, founder and president of WhiteBIT. “That’s why it’s natural that one of the most popular products among users is the crypto deposit — it allows not only to save but also to grow funds, offering attractive returns.”

New financial habits: digital assets

For Ukrainians who already have experience with digital assets, cryptocurrency is gradually ceasing to be solely a trading tool. It is increasingly being used in a broader financial context — as a flexible instrument that combines investing, saving, and transactions.

Common use cases include trading (57%), long-term holding (52%), inflation protection (51%), as well as daily financial operations and transfers.

This multifunctionality explains the growing interest in crypto instruments in the context of an unstable economy, limited access to traditional financial services, and Ukrainians’ general drive for greater autonomy in managing funds.

Despite the growing popularity of digital assets, some Ukrainians remain cautious. This caution is mainly due to the novelty of the technology and the need for deeper understanding. 60% of financially active respondents believe that using cryptocurrency requires special knowledge. In reality, access to information is extremely easy now — most platforms have quality educational videos, such as WhiteBIT.  

Key investment trends

Based on the WhiteBIT study, several trends shaping the future of investing in Ukraine can be identified:

• Diversification over conservatism. Cash and banks remain the most popular methods, but interest in alternative tools is rapidly increasing.
   
• Striving for independence. According to experts, during wartime instability, people are increasingly looking for tools that allow them to manage finances independently of the state or banking system.
   
• Educational potential. The desire to learn more about blockchain and the digital economy is an important trigger that opens even more doors to the world of investing.

Conclusions

Ukrainians are ready to take responsibility for their financial future. Traditional savings tools are now being complemented by new ones — from commercial real estate to digital assets. At the same time, cryptocurrency is gradually losing its status as “exotic” and becoming one of many financial instruments in the portfolio of a modern investor.

And while the path to mass adoption is still ongoing, today we already see a shift from saving to investing, from consumer caution to financial activity. This is not only a reaction to war but also a sign of the maturity of a new economic culture.