Learn the habits of the UK’s most successful passive income investors

If we want to set up the best passive income we can, who better to try to emulate that the country’s millionaire ISA investors?

| More on:

The content of this article was relevant at the time of publishing. Circumstances change continuously and caution should therefore be exercised when relying upon any content contained within this article.

Middle-aged lady in wheelchair writing on whiteboard

Image source: Getty Images

You’re reading a free article with opinions that may differ from The Motley Fool’s Premium Investing Services. Become a Motley Fool member today to get instant access to our top analyst recommendations, in-depth research, investing resources, and more. Learn More.

What are the traits needed to maximise our chances of building a long-term passive income? I’ve been checking on Stocks and Shares ISA millionaires at the UK’s biggest investing platforms.

At AJ Bell (LSE: AJB), millionaire ISA holders have 87% of their investments in shares, on average, including investment trusts. The average across other ISA accounts is just 33%.

Barclays conducts annual surveys — and has found the UK stock market easily beating cash savings and bonds for well over a century. And these ISA millionaires are the evidence of the success it can bring.

What about investment trusts? They’re companies that spread investors’ cash over a range of stocks and provide much-needed diversification. Some investment companies handle client funds while having owners’ profits to prioritise. But we buy shares directly in an investment trust — so we’re the owners.

Common theme

Other ISA providers, like Hargreaves Lansdown, also find their ISA millionaires put more into investment trusts and individual shares than the wider UK average.

But which actual shares do the UK’s most successful investors go for? Remember, they’ve achieved millionaire status by investing a maximum of £20,000 a year — and less in earlier years. So are they great at spotting the next big winner?

It doesn’t look like it. AJ Bell’s two most popular picks among millionaires this year are Shell and Lloyds Banking Group. And it was the same two last year.

They’re mature companies with track records of strong cash flow and progressive dividends. Dividends aren’t guaranteed, and sometimes they can be cut. But over the long run they can make quite a difference, especially if we buy more shares with them to compound our returns.

Defensive stocks

Aviva, GSK and BP make up the rest of the top five for the two years — though in different orders. And it strikes me that these all have good defensive moats, in businesses where newcomers would face a very tough task trying to muscle in.

Another company springs to mind that I’d say also has defensive characteristics. It’s AJ Bell itself. If managing investing platforms is such a good business, surely it could make sense to invest in the companies doing it, right?

It’s one of the UK’s best-known two. And almost everyone I know who has a Stocks and Shares ISA uses AJ Bell or Hargreaves Lansdown.

The shares aren’t obviously cheap, on a forecast price-to-earnings (P/E) ratio of 19.5. But we’ve seen a 91% rise in earnings per share between 2021 and 2024, with a further 43% predicted by 2027.

The expected 2.5% dividend yield isn’t that high. But dividends grew 80% in the same three years, with another 30% on the cards by 2027.

The high-ish valuation does seem like the biggest risk, and we could see the share price fall — like it did in 2022. But I think passive income investors should consider it.

What next?

The other key millionaire investor secrets might seem obvious. Invest as much as we can, and get started as soon as we can.

Only individuals can work out what they can afford. But for those who haven’t started yet… the ideal time is surely now.

Alan Oscroft has positions in Aviva Plc and Lloyds Banking Group Plc. The Motley Fool UK has recommended Aj Bell Plc, Barclays Plc, GSK, and Lloyds Banking Group Plc. Views expressed on the companies mentioned in this article are those of the writer and therefore may differ from the official recommendations we make in our subscription services such as Share Advisor, Hidden Winners and Pro. Here at The Motley Fool we believe that considering a diverse range of insights makes us better investors.

More on Investing Articles

Close-up of a woman holding modern polymer ten, twenty and fifty pound notes.
Investing Articles

£20,000 in savings? Here’s how that could be used to target a £2,653 second income

Sticking to blue-chip shares, our writer explains how an investor with a long-term approach could use £20k to build a…

Read more »

Female student sitting at the steps and using laptop
Investing Articles

Is the falling Netflix share price the chance I’ve been waiting for?

Netflix’s business is still doing well, but acquisition uncertainty is weighing on its share price. Is now Stephen Wright’s time…

Read more »

Nottingham Giltbrook Exterior
Investing Articles

Already up 9% in 2026, can the Marks and Spencer share price keep rising?

The Marks and Spencer share price has performed three times as well as the FTSE 100 index over the past…

Read more »

Businessman with tablet, waiting at the train station platform
Investing Articles

Down 37%! Is now the time to buy Netflix stock for my ISA?

This S&P 500 blue chip has lost more than a third of its value inside seven months. Should I finally…

Read more »

Investing Articles

What £10,000 invested in the resurgent Vodafone share price 1 year ago is worth now

The brilliant recovery in the Vodafone share price took Harvey Jones by surprise. Now he wonders whether he should reassess…

Read more »

Investing Articles

How much do I need in Lloyds shares to earn a £1,000 yearly passive income?

Harvey Jones crunches the numbers to show how much he needs to invest in Lloyds shares to generate even more…

Read more »

Businesswoman calculating finances in an office
Investing Articles

How much do I need in Greggs shares to earn a £1,000 yearly passive income?

Now the Greggs share price has fallen back from earlier high valuations, it's coming into view for long-term passive income…

Read more »

A pastel colored growing graph with rising rocket.
Investing Articles

Next stop £15, after Rolls-Royce shares soar 10% so far in 2026?

Rolls-Royce shares more than doubled in 2025, and they're off to a cracking New Year start. Forecasters are already ramping…

Read more »