10.04.2026
According to a survey by Emor, 68 % of Estonians consider saving to be important, but most set aside less than 10 % of their monthly income.
Nelli Janson, Head of the LHV Investor Community, pointed out that 67 % of Estonian residents save less than 10 % of their monthly income. The savings rate is lowest among the 35–49 age group, where 71 % of respondents set aside less than 10 % of their monthly income. For 16–24-year-olds, the corresponding figure is 61 %, among 25–34-year-olds it is 64 %, and in the 50+ age group, it is 66 %. “Although the gap between saving attitudes and actual financial behaviour is narrowing only slowly, there is still reason for optimism. For example, a generation of financially savvy young people is emerging in Estonia, who are planning their future with great awareness,” said Janson.
It is never too late to start saving and investing. Consistency is important, as it helps to build up a financial buffer effectively even when starting at an older age. According to Janson, it is important to be aware of the main fears people have when it comes to investing. “The study revealed that many people in Estonia are held back by the fear of losing money and a lack of knowledge about growing finances,” Janson explained. She noted that there are still many myths surrounding investing. For example, it is thought that to get started, you need a fat wallet or thorough knowledge of financial markets. “In fact, it is best to start with small amounts and gain experience that way. Over time, you gain experience and also an understanding of your own risk appetite,” said Janson.
The study also revealed that after covering regular monthly expenses, 50 % of households in Estonia have a surplus of up to 500 euros. This is a significant amount, which, if planned well, can be used over the years to build an important financial buffer. “It’s worth starting by setting up a peace-of-mind fund, from which you can cover the unexpected expenses if needed. On the other hand, investing is the only way to grow your finances in the long run. It’s important to find a balance in how to put idle finances to work for you,” said Janson.
In the survey, 55 % of people who do not invest responded that they simply do not have the money to do it. Janson noted that the very rapid rise in the price of products and services has hit the wallets of Estonian residents hard. This is a good opportunity to audit your consumption habits. “For example, you cannot avoid housing or health-related expenses, but at the same time there are a number of comfort categories where savings are often possible. Often, these expenses may seem quite small on a one-off basis, but when incurred consistently, the amounts add up. Take, for example, the coffee you buy every day or frequent use of taxi services,” said Janson.
Check out LHV’s Savings Account here
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