Our Verdict: The Best ISA Platform for Each Investor Type
Cheapest overall (ETFs only): InvestEngine — genuinely £0 platform fee, £0 dealing on 700+ ETFs. The trade-off: ETFs only, no individual shares, no funds, no Lifetime ISA. Uninvested cash earns nothing — InvestEngine retains all the interest to fund the free service. For a pure ETF portfolio, this is the mathematical winner at every balance.
Best free all-rounder: Freetrade — the Basic plan now includes a free ISA, free SIPP, free Junior ISA, and commission-free dealing on 6,500+ stocks, ETFs, investment trusts, mutual funds, and gilts. The catch: 0.99% FX on non-GBP trades, which adds £49.50 to a £5,000 US share purchase. You're trading the FX cost for zero platform fees — a good deal if you mostly buy UK-listed assets.
Best for DIY stock pickers: AJ Bell — 0.25% platform fee, capped at £3.50/month for shares and ETFs (£42/year maximum). Fund dealing £1.50, shares £5.00 (£3.50 for frequent dealers with 10+ trades the previous month). Which? Recommended Provider eight years running (2019–2026). A £100,000 share portfolio costs just £42/year — effectively 0.04%. No other mainstream platform comes close.
Best for large portfolios (£30k+ in funds): Interactive investor — flat £5.99/month on the Core plan (up to £100,000 portfolio). At £100,000, that is £72/year versus £150 at HL on shares or £350 on funds. One fee covers ISA, SIPP, and GIA together. Above £100,000 you move to Plus at £14.99/month, which drops fund dealing to £1.49 and adds family accounts for up to five members.
Best for passive investors: Vanguard — 0.15% fee capped at £375/year, with a £4/month minimum (£48/year). Below £32,000, the minimum means you pay more than 0.15%. LifeStrategy funds require exactly one decision. 85 Vanguard funds only — but if global equity exposure through a single fund is all you want, more choice just adds noise. Read our Vanguard review for the full breakdown.
Best for premium service: Hargreaves Lansdown — platform fee 0.35%, with share/ETF holdings capped at £12.50/month (£150/year). Fund dealing £1.95, share dealing £6.95. Regular monthly investing by Direct Debit remains free. Over 2 million clients, the UK's most polished app and research library. HL saved clients £190 million through share price improvement in the past year — meaning the actual cost of dealing is often lower than the headline £6.95 suggests. If you value research depth and customer service over pure cost minimisation, HL is still the benchmark.
Best for first-time buyers (LISA): Moneybox — the leading Lifetime ISA provider. Only four platforms offer a stocks & shares LISA: HL, AJ Bell, Nutmeg, and Moneybox. The 25% government bonus on up to £4,000/year makes platform fees almost irrelevant — a free £1,000 bonus dwarfs a £42 annual fee. Read our Lifetime ISA guide before committing — the 25% withdrawal penalty on non-qualifying withdrawals compounds to a 6.25% loss on your own money.
Our overall pick for most investors: AJ Bell. The 0.25% fee with a £3.50/month cap makes it the cheapest mainstream platform for share and ETF investors above £17,000. ISA, LISA, SIPP, Junior ISA, 24 international markets, £1.50 fund dealing, and eight consecutive years of Which? Recommended Provider status. For pure ETF investors, InvestEngine is cheaper but narrower. For set-and-forget passive fund investors, Vanguard is simpler. For large fund portfolios above six figures, interactive investor's flat fee wins.