Why you can trust our investment platforms reviews
We surveyed 4,136 people who invest with ‘do-it-yourself’ investment platforms, asking them to score their provider.
To be named a Which? Recommended Provider, a platform can’t be in the 25% most expensive platforms for a particular size of investment.
Please note: the content contained in this article is for information purposes only and does not constitute financial or investment advice.
Best investment platforms – our ranking
Best stocks and shares Isas
Table note: The results are based on an online survey of 4,136 adults – members of the Which? Connect panel and members of the public – conducted in January 2024. The customer score is based on satisfaction with the brand and likelihood to recommend. Sample size of each brand/product is in brackets, ‘n/a’ means not enough responses to include a star rating. Each platform must have at least 30 responses to receive a customer score. See below for how we pick Which? Recommended Providers.
Which? Recommended Providers
AJ Bell
Which? Recommended Provider for stocks and shares Isas and general investment accounts.
Customer scores:
- Stocks and shares Isa: 74% – 3rd of 16
- General investment account: 77% – 1st of 13
We like: AJ Bell has the widest range of assets available to invest in of any of the platforms covered in our survey – at more than 24,500, including at least 4,400 mutual funds.
We don’t like: AJ Bell is one of few platforms that charges a fee to buy and sell funds, although the charge is low at £1.50.
Find out more about AJ Bell on their website.
Vanguard
Which? Recommended Provider for stocks and shares Isas.
Customer scores:
- Stocks and shares Isa: 76% – 1st of 16
- General investment account: 70% – 6th of 13
We like: Vanguard has the lowest fees of any provider for portfolios worth £50,000 or less, and is still among the cheapest providers for amounts above this. As well as low account fees, the average fund charge on the platform is a relatively low 0.16%.
We don’t like: Vanguard doesn’t have a dedicated app for mobile users, although customers can use the website on their phones.
Find out more about Vanguard on their website.
What type of investor are you?
Megan Thomas, Which? investing writer, says:
‘Some of the features we look into in our reviews aren’t a matter of better or worse, but of preference. Take the number of investments available on a platform – they range from three to nearly 25,000. One investor’s freedom is another’s mental overload.
‘Before you pick an investment platform, it’s important to ask yourself some questions. Are you new to investing and need help to work out what different jargon means? Or are you looking for the most tools and assets available to make the most of your own expert knowledge?
‘While our reviews can tell you what customers thought of the platforms they use and what features they offer, only you know which of those features will suit you best.’
More on investment platforms
How we analyse investment platforms
Customer scores
In January 2024, we surveyed 4,136 investors and analysed their responses to give customer scores to 18 do-it-yourself investment platforms. Each platform must have at least 30 responses to receive a customer score.
We ask investors to rate their current platform for the quality of its customer communications, overall customer service, ease of use and information on investments. We also ask whether it meets their needs, represents value for money and whether they would recommend it to someone else.
We don’t analyse the performance of investments listed by investment platforms, as different investors will opt for different investments.
Which? Recommended Provider criteria
To be classed as a Which? Recommended Provider (WRP), the platform needs to have a customer score above 70%.
Companies that reach this score can then be excluded if they’re in the top 25% most expensive platforms for any of our cost scenarios, based on our fees analysis. Platforms will also not be eligible for WRP status if they receive a two-star rating or lower in any of our individual categories.
On top of these criteria, we apply statistical tests that place the platforms into ‘bands’, and only the platforms in the highest band – the ones that really stand out against the rest – can be a WRP.
- Find out more: Compare investment platform fees and charges
What’s the best investment platform?
Choosing the right investment platform (or ‘fund supermarket’) could save you money and give you the information and tools you need to choose better investments.
We’ve surveyed thousands of investment platform customers, and analysed fees, to rank the biggest platforms and pick our Which? Recommended Providers for both stocks and shares Isas and general investment accounts.
