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Aviva Investors investment platform review

We analyse the charges levied by Aviva Investors and ask its customers to rate it for service, tools, value for money and more

In this article
What is Aviva Investors? Is Aviva Investors any good? What do customers say about Aviva Investors? What are Aviva Investor's charges?
Who is Aviva Investors good for? Who is Aviva Investors expensive for? What accounts and services does Aviva Investors offer? Is your money safe with Aviva Investors?

What is Aviva Investors?

Founded in 1971 as Geoffrey Morley and Partners, the company was later absorbed into the Aviva Group, a leading UK provider of insurance, wealth and retirement solutions. 

Aviva investors offers a range of funds, stocks and shares Isas, Sipps and more.

Which? members can exclusively read the results of our unique customer satisfaction survey.

Members can log in to read our analysis. If you're not already a member, join Which? to get full access to these results and all our reviews.


How we rate investment platforms


Which?'s rating for customer satisfaction is based on feedback from customers.

We ask investors to rate their current platform for the quality of its online tools and smartphone app, customer service and information on investment opportunities and performance. We also ask whether it meets their needs, represents value for money and whether they would recommend it to someone else.

How we pick Which? Recommended Providers

A platform must allow investors to pick their own investments from an extensive list.

It have received at least a 70% customer rating and not received a rating below three stars on any of of the underlying criteria, such as customer service, investment information or the quality of its online tools.

It also must not be in the top four platforms for charges, based on our fee analysis.

What do customers say about Aviva Investors?

We’ve heard from investors who use Aviva Investors and this is what some of them had to say:

  • 'An open and transparent company who provide help and assistance when required.'
  • 'Easy to use and simple to understand.'

Find out more: Check out our guide on the best and worst investment platforms to see how Aviva compared.

What are Aviva Investor's charges?

Annual charges

  • Annual fund charge of 0.4% on funds up to £50,000.
  • 0.35% on the portion of funds between £50,000 and £250,000.
  • 0.25% on anything between £250,000 and £500,000.
  • 0% for anything above £500,000.

How much will I pay to invest?

We’ve estimated the cost of investing with Aviva Investors over the course of a year in a stocks and shares Isa.

Costs will vary depending on how much you invest and whether you trade funds or shares. All assume that you make four purchases and four sales each year spread out over different months.

Amount invested Annual cost
£5,000 Logged out detail
£10,000 Logged out detail
£25,000 Logged out detail
£50,000 Logged out detail
£100,000 Logged out detail
£250,000 Logged out detail
£500,000 Logged out detail
£1m Logged out detail

Source: Analysis by Which? Money correct as of April 2022

Read our comparison of investment platform charges to see how much investing with Aviva Investors costs for a range of portfolios.

Who is Aviva Investors good for?

If you want a straightforward investing service from a trusted provider, Aviva offers investors a reliable, no-frills approach. 

It isn't the cheapest platform out there, but it's also not the most expensive. If you have a portfolio worth £1m, you'll pay Aviva almost half the fees you'd pay Hargreaves Lansdown to invest the same amount.

Who is Aviva Investors expensive for?

Investors with smaller portfolios could pay lower fees with AJ Bell and Vanguard.

If you have a larger portfolio, Aviva Investors could prove costly. Its fees are calculated as a percentage of your portfolio value, so you could end up paying thousands of pounds a year more than a broker charging a fixed fee, such as Interactive Investor or Halifax Share Dealing.

What accounts and services does Aviva Investors offer?

The information below gives an at-a-glance view of the key things Aviva Investors' accounts and services offer. 

  • Advisory Services Allow you to access professional investment advice.
  • Annuities An annuity is an insurance product that allows you to swap your pension savings for a guaranteed regular income that will last for the rest of your life.
  • General investment account Can hold different types of investments, but doesn't give tax-free benefits like pensions and Isas. 
  • Income drawdown Allows you to take money out of your pension to live on in retirement.
  • Junior Isa A tax-free savings account for under-18s. Available in partnership with Wealthify.
  • Sipp A pension where you have complete control over the investments you put your savings into.
  • Stocks and shares Isa A tax-free account that allows you to put your money in a range of investments.

What can you invest in with Aviva Investors?

  • More than 4,000 funds.

What tools and resources does Aviva Investors offer?

  • Retirement planner.
  • Ready-made portfolios.
  • A range of calculators and tools including a risk profiler and a pension annuity calculator .
  • A Mid-Life MOT smartphone app for people aged between 45 and 60. 

Is your money safe with Aviva Investors?

If Aviva Investors went out of business, you would be compensated by the Financial Services Compensation Scheme (FSCS).

The FSCS will cover up to £85,000 of investments per person, per platform. You can claim for free online: there’s no reason to use a claims management company.

You won’t be compensated for investments falling in value, or a company in which you hold shares goes bust, unless this poor performance resulted from bad advice given by a regulated Independent Financial Advisor that has since gone bust.