Which? uses cookies to improve our sites and by continuing you agree to our cookies policy

Fund supermarkets: compare customer satisfaction

By Michael Trudeau

Put us to the test

Our Test Labs compare features and prices on a range of products. Try Which? to unlock our reviews. You'll instantly be able to compare our test scores, so you can make sure you don't get stuck with a Don't Buy.

A fund supermarket is a service offering investors a choice of thousands of funds and shares, at the click of a button or via a phone call. But which are the best, and which leave something to be desired?

Our fund supermarket review pages break down the charges levied by 12 major players to work out which offer the cheapest deal, whether you’ve got a small or large pot of investment savings.

And you can see the results of our unique customer satisfaction survey, based on 1,060 responses from Which? members who invest their money with fund supermarkets.

This review reveals:

  • the fund supermarket providers with the most - and least - satisfied customers
  • how each provider scores for seven different aspects of customer service
  • which fund supermarkets make up Which? members' top four most popular

Just two of the 12 fund supermarkets reviewed manage to achieve customer scores above 70%. 

Other providers scored miserably in comparison, with the worst-rated company registering a customer score of 43%. 

Members can log in to see our reviews. If you're not already a member, sign up for a £1 trial to access this review and thousands of others.

Investment supermarket customer satisfaction
  Customer service Administration Information on investment opportunities Online account functionality Online tools and guidance Value for money Clarity of charges Customer score
5 stars 5 stars 5 stars 5 stars 4 stars 3 stars 3 stars 77%
- 4 stars - 4 stars - - 4 stars 75%
3 stars 3 stars 2 stars 3 stars 2 stars 4 stars 4 stars 67%
4 stars 4 stars 3 stars 4 stars 3 stars 4 stars 4 stars 65%
4 stars 3 stars 3 stars 4 stars 3 stars 3 stars 2 stars 63%
4 stars 4 stars 3 stars 4 stars 3 stars 4 stars 4 stars 60%
3 stars 3 stars 2 stars 3 stars 2 stars 4 stars 3 stars 57%
4 stars 4 stars 2 stars 4 stars 3 stars 3 stars 3 stars 55%
3 stars 2 stars - 3 stars - 3 stars 3 stars 53%
- 2 stars 3 stars 3 stars - - - 53%
3 stars 3 stars 3 stars - - - - 51%
- - - - - - - 43%
Table notes:
The average customer score is 60%. Star ratings out of five show levels of satisfaction with each area. Customer scores are worked out using a combination of overall satisfaction and likelihood of recommending the provider to a friend. If two or more brands show the same overall score, they are ranked alphabetically. Providers must receive a minimum sample size of 30 for inclusion in the table.
  • Last updated: May 2017
  • Updated by: Gareth Shaw
SHARE THIS PAGE

Which? Limited (registered in England and Wales number 00677665) is an Introducer Appointed Representative of Which? Financial Services Limited (registered in England and Wales number 07239342). Which? Financial Services Limited is authorised and regulated by the Financial Conduct Authority (FRN 527029). Which? Mortgage Advisers and Which? Money Compare are trading names of Which? Financial Services Limited. Registered office: 2 Marylebone Road, London NW1 4DF.