Investors embraced diversification amid shifting monetary policies in September, according to Fidelity International’s list of top-selling funds, shares and investment trusts for ISAs and SIPPs.

The investment house said diversification dominated during the month as investors spread risk across global markets and sectors.

While cash and income-producing assets remained prevalent, it said there was a shift towards more growth-focused investment as technology and emerging market funds gained popularity.

Analysis of the top-selling ISA and SIPP assets on Fidelity International’s personal investing platform in September revealed a blend of caution and opportunity, with an emphasis on diversification.

The best-selling funds on Fidelity Personal Investing in September 2024

Source: Fidelity International. Net ISA and SIPP sales in September 2024

Tom Stevenson, Investment director at Fidelity International, said: “The benefits of diversification were evident in the third quarter as the Legal & General Global Equity Index tracker fund rebounded following a rotation from tech into a broader market rally.

“After experiencing a dip in popularity in August, it reemerged as one of the top 10 best-selling funds for both ISA and SIPP investors in September.”

He said the trend extended to investment trusts with the popularity of the F&C Investment Trust and Brunner Investment Trust, highlighting how investors are seeking global exposure.
Mr Stevenson said: “While the demand for cash and income-producing assets remains strong, the Royal London Short Term Money Market Fund dropped out of the top 10 for the first time since March, indicating a shift towards growth-oriented investments.”

He said that emerging markets gained traction among investors, as shown by the Scottish Oriental Smaller Companies Trust return to the top 10.  Similarly, the Jupiter India Fund also reflects the growing interest.

The best-selling investment trusts on Fidelity Personal Investing in September 2024:

Source: Fidelity International. Net ISA and SIPP sales in September 2024