Fixed cash ISAs dominated demand over the tax-free wrappers’ easy access equivalent in the run-up to the end of tax-year deadline, analysis of Moneyfactscompare.co.uk users between 31 March and 6 April 2026 reveals:
Cash ISA savers locking funds away for better returns…
- Fixed Cash ISAs proved popular ahead of the tax-year end, with 32% of savers searching for these products despite them making up just 15% of the market.
- Easy access ISAs lagged significantly, attracting only 5% of demand, even though they accounted for around 13% of available products.
…But traditional savings accounts tell a different story
- Fixed-rate bonds dominated supply, making up 34% of products, but attracted a lower 27% share of demand.
- Easy access accounts were most in demand despite the impending ISA deposit deadline, drawing 36% of searches despite representing only 18% of the market.
Adam French, Head of Consumer Finance at Moneyfactscompare.co.uk, said:
“Fixed cash ISAs were in high demand ahead of the tax-year deadline, as savers flocked to lock in tax-free returns and secure rate certainty. However, beyond the ISA wrapper, there was a different trend. Easy access accounts attracted the bulk of interest despite offering lower returns with many households placing a premium on flexibility over outright returns.
“There is a clear alignment within the fixed ISA market, where strong saver demand meets provider appetite for stable, longer-term deposits. However, the broader savings landscape is more fragmented. Providers pushed fixed-rate traditional savings products, but savers favoured easy access options.
“This divide is particularly clear when looking at savings balances. Higher-value savers were more willing to lock into competitive fixed rates, while those with smaller pots prioritised accessibility. For these households, the ability to respond quickly to changing financial circumstances may outweigh the benefit of marginally higher returns and underlines the value of financial flexibility in today’s uncertain economic climate.”
| Account type | Product availability | Consumer demand | Average amount to invest | Average rate (Gross) |
| Fixed | 34% | 27% | £54,569 | 3.91% |
| Easy Access | 18% | 36% | £31,009 | 2.54% |
| Fixed Cash ISA | 15% | 32% | £27,716 | 4.04% |
| Easy Access Cash ISA | 13% | 5% | £26,408 | 2.85% |
| Website users researching core savings account types 31 March – 6 April 2026. Users can search for more than one account type in a single session. Other account types are available. Source: moneyfactscompare.co.uk | ||||
