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Best and worst investment platforms

How do you find the best fund supermarket or investment platform for customer service? Our exclusive survey shows what users think of their provider.

In this article
How do I choose an investment platform? The best and worst investment platforms Who are the Which? Recommended Providers?
How does Which? calculate its scores? Should I choose the cheapest investment platform?

How do I choose an investment platform?

When you want to invest your money without the help of a financial adviser, it's likely you'll need the services of an investment platform, or fund supermarket.

These are one-stop online shops that allow you to buy and sell funds, shares and bonds, and manage your investment accounts, be they Junior Isas, Stocks and Shares Isas, or self-invested personal pensions

You can find out more in our guide to investment platforms explained. 

But how do you choose the right one? There's an awful lot for you to consider. Do you want a platform that offers slick tools and calculators, a helpline and a mobile app to manage your investments? Or do you want a no-frills service that simply allows you to trade with minimum fuss?

Well, Which? is here to help.

We've asked thousands of real users of a dozen platforms to rate their services across a range of aspects, from customer service and online functionality to clarity of charges and value for money.

And using this information we've created a Which? customer score, showing you the best and worst investment platforms for customer satisfaction. 

Our analysis contains ratings for huge names, such as Hargreaves Lansdown, Fidelity, Halifax Sharedealing and many more fund supermarkets. 

Members can log in to see the results of our analysis. If you’re not already a member, you can sign up to a one month trial for Which? Money for just £1 to access this review, along with thousands of others, and enjoy the benefits of a Which? membership.

 

The best and worst investment platforms

Our table ranks the customer satisfaction for 13 of the biggest investment platforms in the UK. Click on each individual provider to read our full review, including a breakdown of their charges and testimonials from real customers. 

Investment platform undefined Online tools Customer service Investment information Investment options Value for money
Logged out detail 76% - - - -

5 out of 5

Logged out detail 74%

4 out of 5

5 out of 5

4 out of 5

5 out of 5

3 out of 5

Logged out detail 71%

3 out of 5

4 out of 5

3 out of 5

5 out of 5

4 out of 5

Logged out detail 70%

3 out of 5

3 out of 5

2 out of 5

4 out of 5

4 out of 5

Logged out detail 67%

3 out of 5

3 out of 5

2 out of 5

4 out of 5

4 out of 5

Logged out detail 66%

3 out of 5

4 out of 5

2 out of 5

4 out of 5

3 out of 5

Logged out detail 64%

3 out of 5

3 out of 5

2 out of 5

5 out of 5

4 out of 5

Logged out detail 63%

3 out of 5

3 out of 5

3 out of 5

4 out of 5

3 out of 5

Logged out detail 63%

3 out of 5

4 out of 5

3 out of 5

4 out of 5

3 out of 5

Logged out detail 54%

2 out of 5

- -

3 out of 5

3 out of 5

Logged out detail 53%

3 out of 5

2 out of 5

3 out of 5

3 out of 5

1 out of 5

Logged out detail 42%

2 out of 5

2 out of 5

2 out of 5

3 out of 5

1 out of 5

Logged out detail 42% - - -   -

 

Results based on a survey of 1,170 Which? members in May 2019.

A dash (-) means there were fewer than 30 responses, so not enough to include a star rating.

To qualify as a Which? Recommended Provider, a platform must have received at least a 70% customer rating, and not received below-average scores on any of the underlying criteria. But as costs are a guaranteed drag on your investment portfolio, recommended providers mustn’t be in top 25% for costs, based on any scenario we reviewed. 

Sample sizes for the survey as follows: Vanguard (30), Hargreaves Lansdown (557), AJ Bell YouInvest (55), Halifax Share Dealing (109), Interactive Investor (107), Charles Stanley (48), Alliance Trust Savings (107), The Share Centre (62), Fidelity (235), HSBC (40), BestInvest (46), Barclays (69), Santander (32).

Who are the Which? Recommended Providers?

Which? only awards its coveted Recommended Provider status to the companies that offer top-quality service and great value.

In the investment platform market, price matters. Costs are a guaranteed drag on your investment portfolio, and so our Recommended Providers mustn’t be in top 25% for charges, based on any scenario we reviewed. 

A platform must have received at least a 70% customer rating, and not received below-average scores on any of the underlying criteria, such as customer service, investment information or the quality of its online tools. 

Members can log in to see the results of our expert analysis. If you’re not already a member, you can sign up to a one month trial for Which? Money for just £1 to access this review, along with thousands of others, and enjoy the benefits of a Which? membership.

How does Which? calculate its scores?

The customer score is based on a survey of 1,170 Which? members, carried out in May 2019, and is worked using a combination overall satisfaction and likelihood of recommending the provider to a friend.

If two or more brands show the same overall score, they are ranked to the next decimal place. Providers must receive a minimum sample size of 30 to be included.

Should I choose the cheapest investment platform?

While customer satisfaction is a crucial factor in selecting the right investment platform for your needs, costs matter. 

Investment platforms have a range of charges, from fixed, pounds and pence fees to a percentage charge, based on the amount you have invested. Some combine the two.

We've crunched the numbers to show you in pounds and pence how much you'll pay for a range of portfolio sizes. Find out more in our guide to investment platform charges. 

And if you're planning to take an income from your pension using a drawdown plan via a fund supermarket, we've done the hard work for you. We've compared pension drawdown charges for more than 20 companies, including many of the investment platforms featured in our analysis here. 

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