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

Investing Articles

Greggs: is this FTSE 250 stock about to crash again in 2026?

After this FTSE 250 stock crashed in 2025, our writer wonders if it will do the same in 2026. Or…

Read more »

Investing Articles

7%+ yields! Here are 3 major UK dividend share forecasts for 2026 and beyond

Mark Hartley checks forecasts and considers the long-term passive income potential of three of the UK's most popular dividend shares.

Read more »

Hand is turning a dice and changes the direction of an arrow symbolizing that the value of an ETF (Exchange Traded Fund) is going up (or vice versa)
Investing Articles

2 top ETFs to consider for an ISA in 2026

Here are two very different ETFs -- one set to ride the global robotics boom, the other offering a juicy…

Read more »

Investing Articles

Down 35% in 2 months! Should I buy NIO stock at $5?

NIO stock has plunged in recent weeks, losing a third of its market value despite surging sales. Is this EV…

Read more »

Two employees sat at desk welcoming customer to a Tesla car showroom
Investing Articles

Could 2026 be the year when Tesla stock implodes?

Tesla's 2025 business performance has been uneven. But Tesla stock has performed well overall and more than doubled since April.…

Read more »

Portrait of elderly man wearing white denim shirt and glasses looking up with hand on chin. Thoughtful senior entrepreneur, studio shot against grey background.
Investing Articles

Could these FTSE 100 losers be among the best stocks to buy in 2026?

In the absence of any disasters, Paul Summers wonders if some of the worst-performing shares in FTSE 100 this year…

Read more »

Midnight is celebrated along the River Thames in London with a spectacular and colourful firework display.
Investing Articles

Up 184% this year, what might this FTSE 100 share do in 2026?

This FTSE 100 share has almost tripled in value since the start of the year. Our writer explains why --…

Read more »

Close-up as a woman counts out modern British banknotes.
Investing Articles

You can save £100 a month for 30 years to target a £2,000 a year second income, or…

It’s never too early – or too late – to start working on building a second income. But there’s a…

Read more »