Expert Investor, a new source of investment insight for less experienced investors run by the research team at Kepler, has published its ranking of the best stocks & shares Individual Savings Account (ISA) providers for UK investors in 2026.
The ranking considers a variety of factors in its analysis of providers, including whether providers charge competitive trading and platform fees, offer a wide range of investment options and provide high quality customer support.
Fees are often the most important component for investors, as small differences in annual charges can have a surprisingly large impact on the value of portfolios over time. For example, a £50,000 portfolio growing at 10% a year for 25 years could be worth £60,000 less with a 0.45% annual platform fee – or an eye-watering £115,000 less for a portfolio of £100,000.
The table below compares fees for selected providers, with the cheapest highlighted in green and the most expensive in red.
| Portfolio value | £25,000 | £50,000 | £100,000 | £250,000 |
| Freetrade | £0 | £0 | £0 | £0 |
| IG | £0 | £0 | £0 | £0 |
| eToro | £140 | £140 | £140 | £140 |
| interactive investor | £168 | £168 | £168 | £213 |
| AJ Bell | £141 | £183 | £245 | £433 |
| Fidelity | £178 | £265 | £355 | £430 |
| HL | £194 | £282 | £432 | £694 |
Jo Groves, Head of Personal Finance at Expert Investor, commented, “The ISA market is closing in on £1 trillion, with over 21 million UK investors now holding one. While the average pot sits around £30,000, there are now more than 5,000 ISA millionaires in the UK. This proves how ISAs can be an excellent tax-efficient way of saving for the future, with stocks & shares ISAs in particular outperforming cash ISAs over the long-term.
For investors wanting to leverage this structure, choosing the right ISA provider for your needs is critical and the recent frenzy of fee-cutting by big hitters such as Hargreaves Lansdown means it’s the perfect time to be shopping around. Our rankings should help investors to navigate the range of options on offer.”
Winners
Best ISA provider: interactive investor (ii)
ii has a broad range of investment opportunities available, with more than 40,000 investment options, including over 3,000 funds, 1,000 ETFs and 300 investment trusts. ii’s pricing model is different from most platforms as it charges a flat monthly fee rather than a percentage-based platform fee, making it a particularly cost-effective option for investors with higher-value portfolios. ii also has excellent educational content and market analysis to help guide investors’ decision-making and provide investment ideas.
Alternative wording for last sentence: Overall, ii is our pick for best ISA provider, with a strong combination of competitive fees, exceptional investment range and quality content that’s hard to beat.
Best low-cost provider: Freetrade
Freetrade stands out for the value it offers investors. Its free plan now includes access to the platform’s full range of 7,000-plus investments, including over 6,500 shares and ETFs, 500 funds and 150 investment trusts, alongside an ISA and SIPP at no additional cost. Customer support is solid and the app is easy to navigate, also providing some education content and insights for investors. Overall, Freetrade wins the accolade of best low-cost ISA provider, offering a free ISA and SIPP alongside a solid range of investments – a combination that’s hard to beat for cost-conscious investors.
Best for customer service: AJ Bell
AJ Bell offers a wide range of investment options including over 24,000 UK and international shares, funds, ETFs and investment trusts, alongside a shortlist of favourite funds and starter and managed portfolios. AJ Bell tops the Trustpilot table with an impressive 4.9-star rating, supported by phone and live chat support, alongside a strong library of research. Overall, AJ Bell is a strong all-rounder, with competitive fees, a broad investment range and customer service that’s hard to fault.
Best for experienced investors: IG
IG provides access to over 12,000 shares, ETFs and investment trusts (but not funds), alongside an IG Smart Portfolio option invested in BlackRock ETFs. IG’s app is comprehensive, with a range of education resources via the IG Academy and links to third-party trading platforms, but it may feel overwhelming for beginners. However, IG is a good option for experienced investors seeking a low-cost provider with a sophisticated app, advanced trading tools and access to a wide range of global equities.
Overall rankings
| Provider | Score out of 5 |
| interactive investor | 5 |
| Freetrade | 5 |
| AJ Bell | 5 |
| IG | 5 |
| eToro | 4.5 |
| Hargreaves Lansdown | 4.5 |
| Fidelity | 4.5 |
Find more detail on the rankings and methodology on the Expert Investor website here.
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