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Which? reveals the best fund supermarkets

Hargeaves Lansdown and Fidelity among those rated

Our survey reveals huge differences in satisfaction among fund supermarket users

Which? Money has rated 13 of the biggest fund supermarkets for customer satisfaction. Find out which are rated best and worst in our exclusive survey. 

In September 2015, we analysed 1,775 responses from Which? members who invest their money with a selection of the biggest fund supermarkets and banks. 

Our results reveal a big spread in the quality of service you can receive. The best fund supermarket received a 77% customer score, compared with the worst scoring just 38%. 

Hargreaves Lansdown, Fidelity, TD Direct, Alliance Trust, Barclays Stockbrokers and Halifax Share Dealing are among the big names included in our reviews, which include star ratings for customer service, value for money and information on investment opportunities, along with other aspects of each company’s service. 

Find out more: Fund supermarket reviews see our detailed breakdowns of each company.

Best and worst fund supermarkets

The feedback we received from Which? members about the service provided by each company was particularly revealing. 

The best performing fund supermarket in our survey received rave reviews for almost all aspects of its service, including its knowledgeable customer services staff, easy-to-use website and research tools.

One happy Which? member told us: ‘Overall it’s a very well-run service, with good research tools, efficient staff and easy to navigate website. Not the cheapest, but overall good value.’ 

Another said: ‘Good documentation. Regular news letters, annual updates on our accounts. Able to speak to someone to discuss the status of our account and get advice. Not hassled at all when buying or selling.’ 

This feedback contrasted with the fund supermarket that came bottom in our ratings. The provider’s website proved to be a particular issue for many members.  

One member told us: ‘Since takeover, website is appalling and huge delay in issuing end-of-year statements.’ 

Another said: ‘Frustrated at access to the site during peak times. Unable to log on near stock market close time. Also does not provide live pricing.’

Fund supermarkets reviewed: How we test

Our review of fund supermarkets provides a unique mix of customer service reviews and pricing information for using a provider’s service. 

Each provider is given a rating for customer service, administration, information on investment opportunities, online account functionality and online tools. We’ve also asked customers for comments on the overall service. 

Customer scores are calculated using a combination of overall satisfaction and the likelihood of recommending the provider to a friend.

These surveys are carried out every six months and providers must receive a minimum sample size of 30 respondents to be included in our customer satisfaction tables.

We cover investments in Which? Money magazine every month. If you’d like to read our latest investigations and expert guidance on savings, investments, pensions, tax and more, try Which? Money for two months for £1.    

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