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Best investment platforms

How do you find the best investment platform for customer service? Our exclusive survey reveals what users think of their provider - and how much they're paying.

In this article
How do I choose an investment platform? The best investment platforms Who are the Which? Recommended Providers?
Who are the best 'do-it-for-me' investment platforms? Should I choose the cheapest investment platform? Get top money-saving tips from Which? 

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. 

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

To pick the best platform for you, consider the following:

 

Fees

 

Some platforms cost far more than others. 

A small percentage difference can add up to thousands of pounds for a large portfolio. Crucially, fees apply whether your investments perform well or not.

You can compare investment platform fees here.

 

Investments

 

Do you want to buy company shares, or invest in a wide range of funds? Or do you want ready-made portfolios for beginners?

Some platforms will only give you a choice of a dozen funds, while others offer hundreds of thousands of funds, stocks, trusts and more from across the globe.

Read our individual investment platform reviews to see what's on offer.

Or, if you're not sure what you should be investing in, read our beginner investors guide.

 

Research tools

 

Do you want live investment news, calculators and tracking functionality?

If you're a confident investor and trade often, these tools can come in handy.

But if you've already got a portfolio of funds that you intend to leave for a few years, you could save on fees by going for a more no-frills platform.

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

Our analysis contains customer ratings and fee analysis for huge names, such as Hargreaves Lansdown, Vanguard, AJ Bell YouinvestFidelity, Halifax Share Dealing and many more investment platforms.

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

The best investment platforms

Our table ranks customer satisfaction for 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 Customer service Value for money Meets your needs Investment performance information Information on investment opportunities Online tools Smartphone app
Logged out detail 76% 5 out of 5

5 out of 5

5 out of 5 5 out of 5 3 out of 5 4 out of 5 n/a
Logged out detail 75% 5 out of 5 4 out of 5 4 out of 5 4 out of 5 4 out of 5 4 out of 5 5 out of 5
Logged out detail 72% 4 out of 5

3 out of 5

5 out of 5 4 out of 5 4 out of 5 4 out of 5 4 out of 5
Logged out detail 71% 4 out of 5 4 out of 5 4 out of 5 5 out of 5 2 out of 5 4 out of 5 5 out of 5
Logged out detail 70% 5 out of 5 2 out of 5 5 out of 5 5 out of 5 4 out of 5 5 out of 5 5 out of 5
Logged out detail 69% 3 out of 5 3 out of 5 5 out of 5 5 out of 5 3 out of 5 4 out of 5 4 out of 5
Logged out detail 68% 4 out of 5 3 out of 5 4 out of 5 3 out of 5 3 out of 5 3 out of 5 4 out of 5
Logged out detail 67% 4 out of 5 3 out of 5 4 out of 5 3 out of 5 3 out of 5 3 out of 5 4 out of 5
Logged out detail 66% 4 out of 5 3 out of 5 4 out of 5 3 out of 5 3 out of 5 3 out of 5 4 out of 5
Logged out detail 66% 4 out of 5 3 out of 5 4 out of 5 4 out of 5 3 out of 5 3 out of 5 n/a
Logged out detail 66% 4 out of 5 3 out of 5 4 out of 5 4 out of 5 3 out of 5 3 out of 5 4 out of 5
Logged out detail 66% 4 out of 5 2 out of 5 4 out of 5 4 out of 5 3 out of 5 4 out of 5 4 out of 5
Logged out detail 65% 3 out of 5 3 out of 5 4 out of 5 3 out of 5

2 out of 5

3 out of 5 n/a
Logged out detail 65% 4 out of 5 3 out of 5 4 out of 5 3 out of 5 3 out of 5 3 out of 5 n/a
Logged out detail 65% 4 out of 5 3 out of 5 4 out of 5 3 out of 5 3 out of 5 3 out of 5 n/a

Note: Online survey of 7,682 UK adults in January and February 2022. n/a indicates a platform didn't have a dedicated investment app.

Sample sizes are as follows: Vanguard 559; Moneybox 557; Aj Bell Youinvest 357; Freetrade 818; Hargreaves Lansdown 1010; Interactive Investor (390); Close Brothers Asset Management (146); Aviva Investors (387); Bestinvest (183); Barclays Smart Investor (539); Charles Stanley Direct (176); Fidelity (534); Halifax Share Dealing (432); HSBC (540); Santander Investment Hub (214)

Who are the Which? Recommended Providers?

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

 

How do we pick Which? Recommended Providers?

 

WRP status is currently reserved for DIY investment platforms.

That means the platform must allow you to pick your own investments from an extensive list, rather than it picking for you, or offering you only a choice of a couple of portfolios.

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

Costs are a guaranteed drag on your investment portfolio, and so our Which? Recommended Providers must not be in the top four platforms for charges, based on any fund buying scenario we reviewed.

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

Who are the best 'do-it-for-me' investment platforms?

'Do-it-for-me' investment platforms pick a portfolio of investments for you, based on a questionnaire about your investment aims and attitude to risk.

Though more expensive than most DIY platforms, they're considerably cheaper than using a financial adviser.

We asked customers of the three leading 'do-it-for-me' investment platforms - Moneyfarm, Nutmeg and Wealthify - to rate their platforms. We also analysed their fees.

Investment platform undefined Customer service Value for money Meets your needs Investment performance information Information on investment opportunities Online tools Smartphone app
Logged out detail 73% 4 out of 5 4 out of 5 4 out of 5 4 out of 5 4 out of 5 4 out of 5 4 out of 5
Logged out detail 70% 5 out of 5 4 out of 5 4 out of 5 4 out of 5 4 out of 5 4 out of 5 5 out of 5
Logged out detail 65% 4 out of 5

3 out of 5

3 out of 5 4 out of 5 4 out of 5 4 out of 5 4 out of 5

Note: Online survey of 7,682 UK adults in January and February 2022. n/a indicates a platform didn't have a dedicated investment app.

Sample sizes are as follows: Nutmeg 240; Moneyfarm 129; Wealthify 197

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. You'll also usually face dealing charges for trading funds and shares. 

If you're already investing via a platform, you could consider switching to boost your savings

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 an investment platform, 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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