Speaking to GB News, Olga Demi shared how AI is helping retail investors enter the world of finance

A bank worker who once believed investing was "not open" to people like her has built an £18,000 portfolio and is urging other would-be investors not to be put off if they don't fit the stereotype of the typical "finance bro".

Speaking to GB News, Olga Demi shared how aritifcial intelligence (AI) is helping retail investors enter the world of finance and purchase their first homes.

The 38-year-old shared that money was tight growing up, and that saving and investing felt like a habit adopted by wealthier families.

She said: "It was instilled in me from a young age that we had to work hard to earn enough money to get by. Saving and investing were seen as for wealthier people. They didn't seem open to us."

New research from savings and investing app Plum has found that one in four people still believe investing is reserved for those from wealthy or privileged backgrounds.

According to the survey, the average person holds £22,431.80 in cash savings rather than putting their money to work in the markets.

Based on historical returns, that same sum invested in a global balanced portfolio would be worth £32,099.91 in five years' time, compared with £26,581.68 in a high-interest savings account.

One in eight (13 per cent) regard stocks and shares as the domain of "finance bro" types, while almost one in 10 (nine per cent) feel locked out altogether, believing investing is for financial experts rather than "people like them".

For Ms Demi, the breakthrough came from an unexpected direction: "AI has definitely made investing feel more accessible. A lot of adults find it embarrassing to ask simple things from specialists.

"They feel like they should come to a financial consultation knowing the subject, which defeats the purpose. But with AI, your question can be as silly as you want it to be. You don't have that judgment or stigma when asking questions."

A third of people (31 per cent) say they now use AI support to invest towards a major goal, such as buying a home or funding their retirement.

Furthermore, almost four in 10 (39 per cent) say they find the idea of consulting a human financial adviser intimidating — and would be more likely to trust an AI-powered app for help.

Ms Demi added: "My financial habits weren't particularly structured. I didn't have a clear budget, so a lot of my disposable income disappeared through impulse purchases, new clothes, meals out, or other non-essential spending.

"What surprised me most when I started tracking my finances more closely was how much I was actually capable of saving each month. Before that, I simply assumed there wouldn't be much left over."

She is candid that investing has not paid for the house deposit she and her partner are now using, which came from cash savings and ISAs. But she describes it as part of a wider change in outlook.

She shared: "Investing has helped me build confidence in my long-term financial future. Instead of focusing on immediate gratification, I've become more focused on long-term goals and future financial security. Watching investments grow over time reinforces the value of consistency and patience."

Her advice to anyone nervous about starting their investment journey?

"It's completely normal to feel overwhelmed when you're starting out — there is so much information available. Take advantage of the tools and resources at your disposal, whether that's educational content, investment platforms, AI-powered guidance, or speaking to a qualified financial adviser if you need extra reassurance."

The push to widen access is being matched by regulation. Following the Financial Conduct Authority's (FCA) introduction of targeted support, Plum is launching Plum Plan, a product offering AI-powered guidance for people saving for a first home, planning for retirement or working towards another financial goal.

For savers like Ms Demi, who once assumed the door to investing was closed, the message is that it never really was. "You don't have that judgement," she says. "Your question can be as silly as you want it to be."