Investor behaviour on Fidelity International’s (“Fidelity”) Personal Investing platform in August showed a broadening appetite for diversification. Alongside growing enthusiasm for Chinese equities, which hit decade highs during the month, investors rotated back into cash funds while maintaining strong allocations to global equity trackers and income strategies.
This balance suggests that while confidence is building, many remain keen to keep liquidity and defensive positioning as part of their portfolios.
The best-selling funds, shares and investment trusts on Fidelity Personal Investing September 2025
Tom Stevenson, Investment Director, Fidelity International, comments:
Global diversification and income stay in favour
“Diversified equity trackers such as the Vanguard FTSE Global All Cap Index Fund and Legal & General Global Equity Index Fund stayed firmly in demand, providing broad-based exposure.
“Income strategies like Artemis Global Income Fund and Fidelity Global Dividend Fund also continued to attract inflows, highlighting the importance of dependable yield in portfolios.
Cash funds rebound despite rate cut
“After July saw only the Royal London Short Term Money Market Fund remain in the rankings, August saw cash return decisively, with Fidelity Cash Fund and Legal & General Cash Trust joining the list once again.
“This rebound comes despite the Bank of England cutting rates in early August. While lower rates usually reduce the immediate appeal of cash, yields remain far higher than the ultra-low levels of the past decade.
“Even as investors rotate into higher-risk areas such as China and technology, they are keeping a portion of their portfolios readily available to redeploy quickly if market conditions shift. Investors are re-risking into growth, while at the same time keeping one foot firmly anchored in cash.
China strategies re-emerge
“August marked the return of China strategies to the top 10 best-sellers. The Fidelity China Focus Fund reappeared for the first time since August 2024, while Fidelity China Special Situations had not been in the top 10 since February 2025.
“The timing suggests investors are seeking exposure to Chinese equities, which surged to decade highs in August, attracting institutional flows and reigniting retail interest. This renewed popularity shows that investors are responding to both valuations and policy support and are increasingly willing to include China exposure within a diversified portfolio.
Tech, healthcare and UK resilience
“In equities, investors focused on both long-term growth themes and defensive growth. The world’s most valuable company, Nvidia, re-entered the best-sellers list, reflecting strong investor conviction in AI despite market wobbles following speculation about its long-term returns’. The company posted strong results toward the end of the month, reporting second-quarter revenue of $46.7bn, up 56% from a year ago, with earnings beating analyst forecasts.1
“Healthcare also made its mark, with UnitedHealth Group and Haleon joining the list, highlighting the appeal of defensive growth.
“Closer to home, Taylor Wimpey dropped out of the FTSE 100 in the latest quarterly review after a share price decline of around 18% since the start of the year. Yet its near-10% dividend yield continues to draw investor interest, suggesting many see the weakness as short-term and are focused on the long-term income potential. Meanwhile, new entrants such as Costain Group and Primary Health Properties showed selective interest in infrastructure and property-linked sectors.”
