ABSTRACT
This chapter provides an overview of the transformation of the market for individual investments over the past 25 years, drawing upon interviews, media discourse, and social theory. The distinction between kinematic and entrepreneurial investors is used as an analytical tool to emphasize the most salient features of the digital investing experience as it has evolved through the emergence of the Internet as a primary vehicle for investing, trading, and researching financial markets. The concept of the kinematic investor is introduced, with a focus on the speed of money, and the aesthetics of investing. Then, the entrepreneurial investor is described, with some thoughts on how the notion of the entrepreneurial investor can be seen as part of a more general emergence of the entrepreneurial consumer. The chapter concludes with a discussion of aspects of the fintech revolution that is rapidly transforming how consumers digitally invest.
