In 2025, savings remain a key topic in the news. Inflation, rising interest rates, and the broader economic context are pushing us to rethink the way we invest. Behaviors are shifting, and so are savers’ expectations. But where are we really headed?

1. Savings: A Priority Despite Inflation

Despite declining purchasing power, saving remains a necessity. The French continue to favor security, which is evident in the figures: regulated savings accounts such as the Livret A or LDDS continue to grow. Why? Because they offer full guarantees and immediate liquidity. In times of uncertainty or crisis, these two factors are crucial. Even though returns remain limited, rates increased in 2023 and 2024, making them more attractive.

2. Diversification: An Accelerating Trend

While safety remains important, French savers are showing a growing preference for more diversified investments:

• Unit-linked life insurance policies: More and more people are willing to invest part of their savings in more dynamic financial vehicles to seek better long-term performance.

• Real estate and SCPI funds: Real estate remains a safe bet, but collective investment solutions like SCPI allow people to invest without directly managing a property.

• Responsible savings: Sustainable investing is becoming a key factor, especially among younger generations. Many prioritize funds that comply with environmental and social (ESG) criteria.

Savers no longer just want to protect their money — they also want to prepare for concrete projects such as retirement, inheritance, or financial independence.

3. Rising Interest Rates

Since rates began rising again in 2022, “safe” investments have regained appeal: bonds, term accounts, euro-denominated life insurance funds, and more.
Conversely, certain riskier investments, such as equities or private equity, have seen a slight slowdown. As a result, wealth managers must adapt their strategies accordingly.

4. The Key Role of Advisors and Private Banking

In this evolving landscape, personalized guidance is crucial. Savers need expert advice to understand these changes and avoid poor decisions.
In private banking, advisors play multiple roles: they do more than offer products — they build comprehensive wealth strategies that incorporate taxation, inheritance, and life goals.

For companies like Elkho Group, which specializes in recruiting for private banking, this transformation is creating strong demand for professionals who can combine advisory skills, technical expertise, and a human approach.

In 2025, French savings habits are evolving but remain grounded in fundamentals: security is still paramount, but the desire to diversify and invest more responsibly is stronger than before. Rising interest rates are opening new opportunities and making advisors’ roles more comprehensive.

For industry professionals, understanding these trends is not just an advantage — it’s essential to best support clients and anticipate their needs.