How do you find the best investment platform for customer service? Our exclusive survey reveals what users think of their provider – and how much they’re paying.

How do I choose an investment platform?

When you want to invest your money without the help of a financial adviser, it’s likely you’ll need the services of an investment platform.

These are one-stop online shops that allow you to buy and sell funds, shares and bonds, and manage your investment accounts, be they Junior IsasStocks and Shares Isas, or self-invested personal pensions.

To pick the best platform for you, consider the following:


Some platforms cost far more than others.

A small percentage difference can add up to thousands of pounds for a large portfolio. Crucially, fees apply whether your investments perform well or not.

You can compare investment platform fees here.


Do you want to buy company shares, or invest in a wide range of funds? Or do you want ready-made portfolios for beginners?

Read our individual investment platform reviews to see what’s on offer.

Or, if you’re not sure what you should be investing in, read our beginner investors guide.


Do you want live investment news, calculators and tracking functionality?

If you’re a confident investor and trade often, these tools can come in handy.

But if you’ve already got a portfolio of funds that you intend to leave for a few years, you could save on fees by going for a more no-frills platform.

We’ve asked thousands of real users of major investment platforms to rate their services across a range of aspects, from customer service and online functionality to clarity of charges and value for money.

Our analysis contains customer ratings and fee analysis for huge names, such as Hargreaves Lansdown, Vanguard, AJ Bell YouinvestFidelityHalifax Share Dealing and many more investment platforms.

Members can log in to see the results of our analysis. If you’re not already a member, join Which? and get full access to these results and all our reviews.


Who are the  Recommended Providers?

Which? only awards its coveted Recommended Provider status to the companies that offer top-quality service and great value.

Members can log in to see the results of our expert analysis. If you’re not already a member, join Which? and get full access to these results and all our reviews

Should I choose the cheapest investment platform?

While customer satisfaction is a crucial factor in selecting the right investment platform for your needs, costs matter.

Investment platforms have a range of charges, from fixed, pounds and pence fees to a percentage charge, based on the amount you have invested. Some combine the two. You’ll also usually face dealing charges for trading funds and shares.

If you’re already investing via a platform, you could consider switching to boost your savings.

We’ve crunched the numbers to show you in pounds and pence how much you’ll pay for a range of portfolio sizes. Find out more in our guide to investment platform charges.

And if you’re planning to take an income from your pension using a drawdown plan via an investment platform, we’ve done the hard work for you. We’ve compared pension drawdown charges for more than 20 companies, including many of the investment platforms featured in our analysis here.