Tax relief isn't a gift — it's a loan
The pension pitch goes like this: contribute £10,000, the government adds £2,500 if you're a higher-rate taxpayer. Instant 40% return. Except that's not what happens.
What actually happens: you defer paying income tax today in exchange for paying income tax in retirement. Yes, 25% comes out tax-free. But the remaining 75% is taxed at your marginal rate when you withdraw. If you're a 40% taxpayer now and a 20% taxpayer in retirement, you win. If tax rates rise — and with an ageing population, frozen thresholds, and ballooning public debt, they very well could — you lose.
An ISA works the other way round. You pay tax on the money going in, but everything that comes out — capital gains, dividends, interest, the lot — is tax-free. Forever. No matter what future Chancellors do to income tax rates, your ISA is untouchable. That certainty has a value the pension's upfront relief can never match.