In this rapidly changing landscape of financial markets, the investment behaviour of higher education employees has become a subject of profound interest and academic scrutiny. In today’s world, investors are often influenced by a number of factors including their psychological, economic, and social status. The interplay of motivations that affects their investment decisions has become increasingly important, especially in the age of digitization, economic uncertainty, and abundant information. From a methodological standpoint, this research draws on both qualitative and quantitative approaches to uncover the latent patterns in investor behaviour. Questionnaire was distributed among the employees of higher education. Factor Analysis was employed to identify and understand various motives of investment and Friedmann Rank test was applied to rank the identified motives. In doing so, this paper aspires to contribute a more holistic, empirically grounded understanding of how motivations shape investment decisions.