Picking the right investment platform to hold your Isa is crucial to giving it the best chance to grow. An investment platform – sometimes called a fund supermarket – is where you can buy and sell funds and shares to hold inside your tax-free Isa wrapper.
But with so many options on the market, each with different fee structures and features, it can be hard to pick through them. Plus, it’s only by trying a platform out that you really discover whether it is any good.
That’s why I’ve tried all of them. I have accounts with more than 40 Isa platform providers and have given every one a test drive.
Along with my team at Boring Money, the investing website I founded, I have crunched the costs, phoned the call centres, downloaded the apps and traded online with each of them.
We ignore all the glossy home pages on their websites and the marketing noise. That’s because, after more than 25 years working in the investment industry, I know that when it comes to financial products, the proof of the pudding is in the eating.
The best options out there will depend on whether you are a beginner and just want something simple – the equivalent of a ready meal, or if you prefer to choose and build your own collection of investments – think more cooking from scratch.
Every year we give awards to the best of the best for different types of investor. On this page are our winners for 2025.
Best if you’re a beginner
The choices in the ‘Ready meal options’ panel above are all fantastic if you are starting out. These are great if you’re somebody who wants to make your longer-term savings work harder than they would in cash, but you find the stock markets baffling or alarming.
They will ask you a few questions about how long you plan to invest your money and how much risk you are comfortable taking for the possibility of higher returns. Then they will guide you into a ready-made option. That way you don’t need to be in investment genius – or hands-on at all in picking your investments – to get started. Some have excellent content and support to help build up your knowledge as you go along.
Most let you start with relatively small amounts, so you can ease yourself into it, or better still, set up a direct debit and make smaller monthly contributions.
Best if you’re a share trader
If you are more of a trader, and you enjoy researching the markets, you are likely to want something that has good research, is decently priced for share dealing and works well on an app and desktop.
I have accounts with more than 40 Isa platform providers and have given every one a test drive, writes Holly MacKay
If you’re the more experienced sort of investor, see the recommendations in the ‘Cooking from scratch’ panel above.
Those who have not reviewed their options for a while might be missing out – there are some relatively new apps around that bring investing into the digital age.
If all you want is a safe pair of hands
Not everyone prioritises a flashy app or rock-bottom charges. Lots of investors I speak to want to know that their money is in reputable and well-governed hands.
Two other excellent all-rounders I haven’t mentioned here are
A.J. Bell and Hargreaves Lansdown. They are among the biggest Isa providers out there for DIY investors and both are very safe pairs of hands who have been in my top picks for years.
If the proof of the pudding is in the eating, then these two would be the apple crumble.
What will I be paying in annual fees?
Keep an eye on fees – especially if you haven’t reviewed yours for a while. Costs have fallen across the board and the average administration fee charged by an investments platform for hosting your stocks and shares Isa is now 0.41 per cent a year for a £10,000 Isa – or about £41 a year.
The more you invest, the less you will pay – for example the average administration cost falls to 0.28 per cent for a £20,000 Isa. The cost of any funds or investments you buy is on top of this.
Beginners who want their Isa managed for them should expect to pay around £50-£80 all-in on a £10,000 Isa.
Share dealing costs have plunged. Not so long ago, the average cost to buy or sell a UK share was about £10. Now the majority of providers charge less than £5, and a handful charge absolutely nothing.
If you want to see the total costs you would pay, use our calculator at boringmoney.co.uk.