Which ISA provider is the best in the UK for 2026?
Trading 212 is my best overall ISA provider for 2026. It is one of the few providers in this comparison with a genuinely competitive Cash ISA and Stocks & Shares ISA: the Cash ISA has instant access and a standard rate linked to Bank Rate, while the investment ISA has no platform fee or dealing commission and charges 0.15% FX when currency conversion is required.
Rates, fees, provider reviews and data collected by ISA Calculator.
Trading 212
I would choose Trading 212 if I wanted one provider that could handle both cash saving and low-cost share or ETF investing without turning either side into an afterthought.
Which is the best Cash ISA in 2026?
I rate Moneybox as the best Cash ISA overall right now. It pays 4.57% AER variable for eligible new customers, including a 1.12% bonus for the first 12 months. The main restrictions are the £500 balance requirement and the limit of three withdrawals a year before the rate drops.
Which is the best Stocks & Shares ISA in 2026?
I rate Trading 212 as the best Stocks & Shares ISA for most DIY share and ETF investors because there is no platform fee or dealing commission, the minimum is £1 and the FX fee is 0.15% when conversion is needed.
Rates and fees were checked against provider websites on 1 September 2026 and can change. Investment values can fall as well as rise.
Moneybox
212
Trading 212
Nationwide
Santander
Barclays
Vanguard
Hargreaves Lansdown
Fidelity
What are the best ISA providers for different needs?
There is no reason to make every provider compete for the same job. These are the accounts I would put at the top of the shortlist for the situations below.
Moneybox
My top Cash ISA pick for 2026 if the priority is a strong variable rate and you are comfortable with the withdrawal conditions.
4.1% of named Cash ISA sessionsTrading 212
The best flexible Cash ISA in this comparison for savers who want instant access, a £1 minimum and a rate that moves transparently with Bank Rate.
9.4% of named Cash ISA sessions
Nationwide
My fixed-rate winner because the range currently gives you a clear choice from one to five years and reaches 4.70% AER on the five-year term.
22.6% of named Cash ISA sessions
Santander
A very strong fixed-rate alternative to Nationwide, particularly if you want the 3- or 5-year terms.
6.6% of named Cash ISA sessions
Barclays
Worth comparing if you already bank with Barclays, and particularly if you qualify for its Premier fixed-rate products.
6.8% of named Cash ISA sessionsTrading 212
My best overall Stocks & Shares ISA for 2026 for investors who mainly want shares and ETFs at very low direct platform cost.
12.3% of named Stocks & Shares ISA sessions
Vanguard
The clearest choice here for someone who wants a simple, long-term portfolio built entirely from Vanguard funds.
36.8% of named Stocks & Shares ISA sessions
Hargreaves Lansdown
The platform I would choose if research, support and breadth matter more than getting the absolute lowest headline fee.
4.5% of named Stocks & Shares ISA sessions
InvestEngine
The cleanest low-cost option on this list if you know you only want ETFs.
1.6% of named Stocks & Shares ISA sessions
Fidelity
A strong fund platform for investors who want a wide choice of funds without restricting themselves to Vanguard.
3.1% of named Stocks & Shares ISA sessionsMoneyfarm
My managed ISA pick for someone who wants a portfolio built and maintained for them rather than choosing individual investments.
1.3% of named Stocks & Shares ISA sessionsCompare the shortlists or jump straight to the reviews
If you already know whether you want a Cash ISA or a Stocks & Shares ISA, start with the comparison tables. If not, the full reviews explain who each provider is best for.
Which are the best Cash ISA providers in the UK?
For Cash ISAs I care first about the current rate, then how easy it is to access the money, how long any bonus lasts and what conditions can reduce the rate. Popularity in our data is shown separately; it does not decide the ranking.
| Provider | Best for | Current rate / product | Access | Minimum | Popularity in our data | |
|---|---|---|---|---|---|---|
|
Moneybox
| High variable rate |
4.57% AER variable
Includes a 1.12% 12-month bonus for eligible new customers. £500 minimum to keep the headline rate; up to three withdrawals a year before the rate is reduced. | Up to 3 withdrawals a year without rate impact | £500 | 113 (4.1%) |
Review
Provider ↗ |
212
Trading 212
| Easy access and flexibility |
Bank Rate minus 0.15%
Standard variable rate tracks Bank of England Bank Rate minus 0.15%. Interest accrues daily and is paid monthly. Promotional bonus rates may apply. | Instant access; flexible ISA | £1 | 255 (9.4%) |
Review
Provider ↗ |
|
Nationwide
| Fixed-rate saving |
4.50% to 4.70% AER fixed
1 year 4.50%; 2 years 4.55%; 3 years 4.65%; 5 years 4.70%. Money is locked for the term and early access means closing the ISA and paying an interest penalty. | Fixed term; early access charge | £1 | 617 (22.6%) |
Review
Provider ↗ |
|
Santander
| Longer fixed terms |
4.50% to 4.70% AER fixed
1 and 2 years 4.50%; 3 years 4.65%; 5 years 4.70%. Rates checked against Santander’s current fixed ISA page. | Fixed term | £500 | 179 (6.6%) |
Review
Provider ↗ |
|
Barclays
| Premier fixed-rate access |
4.30% to 4.50% AER fixed
Single Access 1- and 2-year ISAs pay 4.30%. Eligible Premier customers can access 4.50% Triple Access fixed products. | Limited withdrawals on fixed products | £1 | 184 (6.8%) |
Review
Provider ↗ |
Lloyds
| Existing Lloyds customers |
Up to 3.00% AER variable
Club Lloyds Advantage ISA Saver pays 3.00% AER if you make two or fewer withdrawals in 12 months; 0.65% after three or more withdrawals. | Instant access; rate depends on withdrawals | £1 | 170 (6.2%) |
Review
Provider ↗ |
HSBC
| HSBC banking customers |
4.00% AER fixed
Current Fixed Rate Cash ISA pays 4.00% AER for up to 13 months and is available to HSBC current-account customers. | Fixed; early closure charge applies | £500 | 110 (4.0%) |
Review
Provider ↗ |
NatWest
| Existing NatWest customers |
Latest 4.25% issue has closed
The 1- and 2-year 4.25% Fixed Rate ISA issue checked closed to new customers on 27 August and existing customers at 5pm on 1 September 2026. | Fixed term | £1,000 on the latest issue | 176 (6.5%) |
Review
Provider ↗ |
Which are the best Stocks & Shares ISA providers in the UK?
For investment ISAs I compare platform cost, dealing and FX costs, the investment range and whether the account is built for DIY investors, passive portfolios or managed investing.
| Provider | Best for | Platform / dealing | Investments | Minimum | Popularity in our data | |
|---|---|---|---|---|---|---|
212
Trading 212
| Low-cost shares and ETFs | £0 platform fee and £0 dealing commission; 0.15% FX when conversion is required | Shares and ETFs; ready-made or custom Pies | £1 | 68 (12.3%) |
Review
Provider ↗ |
|
Vanguard
| Vanguard funds and simple portfolios | £4 a month below £32k; 0.15% from £32k, capped at £375 a year | 85+ Vanguard funds; self-managed or managed | £500 lump sum or £100 a month | 203 (36.8%) |
Review
Provider ↗ |
|
Hargreaves Lansdown
| Research, service and breadth | 0.35% account charge; shares/ETFs capped at £150 a year; £6.95 standard online share deal | Funds, UK and overseas shares, ETFs, investment trusts, bonds | From £25 a month or £100 lump sum on common ISA funding routes | 25 (4.5%) |
Review
Provider ↗ |
|
InvestEngine
| DIY ETF portfolios | £0 platform fee and £0 dealing fee for DIY portfolios | 550+ ETFs; DIY, Managed and LifePlan portfolios | Low minimums; check current order requirements | 9 (1.6%) |
Review
Provider ↗ |
|
Fidelity
| Funds and long-term investing | 0.35% below £250k in most cases; 0.20% from £250k; exchange-traded fee capped at £90 a year | Funds, shares, ETFs and investment trusts | Varies by funding method | 17 (3.1%) |
Review
Provider ↗ |
MF
Moneyfarm
| Hands-off managed investing | Managed portfolios: 0.25% platform fee plus management fee from 0.45% on the first £50k | Professionally managed portfolios; fixed allocation and other managed styles | Check current portfolio minimum | 7 (1.3%) |
Review
Provider ↗ |
|
Barclays
| Barclays customers wanting a broad investment account | Check the current Direct Investing tariff before opening | Ready-made investments or pick-your-own investments | From £50 | 19 (3.4%) |
Review
Provider ↗ |
|
Lloyds
| 18–25s already using Lloyds | £18 every six months; waived for ages 18–25. UK share trades £9.50; regular investing free | Shares, ETFs, bonds and funds | No large portfolio minimum | 19 (3.4%) |
Review
Provider ↗ |
Which ISA provider should you choose?
Moneybox
4.57% AER variable at the time checked, with a 12-month bonus and withdrawal conditions.
Nationwide
A strong one- to five-year fixed range, currently 4.50% to 4.70% AER.
Trading 212
Instant access, a flexible ISA and a £1 minimum, with the standard rate tracking Bank Rate minus 0.15%.
Trading 212
No platform fee or dealing commission; 0.15% FX when currency conversion is required.
Vanguard
A focused range of Vanguard funds with self-managed and managed options.
Hargreaves Lansdown
A broad investment supermarket with research and support, at a higher cost.
InvestEngine
£0 DIY platform and dealing fees with an ETF-only investment range.
Moneyfarm
Professionally managed portfolios for investors who do not want to choose individual holdings.
How did I compare ISA providers?
I reviewed the current products first, then used data collected by ISA Calculator as a separate evidence layer. That stops a popular brand automatically becoming the winner.
I compared current AERs, fixed versus variable rates, bonus periods, minimum balances and withdrawal restrictions.
I compared platform charges, dealing and FX costs, investment range and whether the service is DIY or managed.
I looked at provider popularity by age, income, starting amount and monthly saving or investment amount.
Cash ISA provider reviews
These are the Cash ISA providers I would compare first, with the current product terms and the relevant popularity figures shown separately.
Moneybox
My top Cash ISA pick for 2026 if the priority is a strong variable rate and you are comfortable with the withdrawal conditions.
Moneybox is the Cash ISA I would start with if I wanted a competitive variable rate rather than locking the money away. The current 4.57% AER rate is strong, interest is paid monthly and there is no monthly account fee.
The important catch is that the headline rate includes a 1.12% introductory bonus for the first 12 months. You also need to keep at least £500 in the account and stay within three withdrawals in each 12-month period; otherwise the rate falls. That makes it better for planned savings than for money you expect to dip into constantly.
Moneybox is not the most frequently named Cash ISA provider in our data, but I would still rank the product above several more popular high-street names on its current rate and usability. Popularity and product quality are separate things.
Advantages
- 4.57% AER variable at the time checked
- Interest paid monthly
- No monthly account fee
- App-led saving is simple
Disadvantages
- Headline rate includes a 12-month bonus
- £500 balance needed for the top rate
- Fourth withdrawal in a year reduces the rate
Moneybox was recorded in 113 of 2,725 Cash ISA sessions where a provider was named (4.1%), according to data collected by ISA Calculator .
Trading 212
The best flexible Cash ISA in this comparison for savers who want instant access, a £1 minimum and a rate that moves transparently with Bank Rate.
Trading 212 is the Cash ISA I prefer when flexibility matters more than squeezing out the last few basis points of a promotional rate. Its standard rate is simple: Bank of England Bank Rate minus 0.15%.
You can open from £1, interest is earned daily and paid monthly, and the ISA is flexible with instant access. That combination makes it especially practical for regular savers who want to move money in and out without turning the account into a fixed-term commitment.
It is also the second most popular Cash ISA provider in data collected by ISA Calculator. I would not use that fact to prove it is better, but it does show that it is already a serious part of the shortlist for users of the site.
Advantages
- £1 minimum
- Instant access
- Flexible ISA
- Transparent Bank Rate tracker
Disadvantages
- Variable rate falls when Bank Rate falls
- Promotional rates have separate eligibility rules
- Not the highest fixed rate in this comparison
Trading 212 was recorded in 255 of 2,725 Cash ISA sessions where a provider was named (9.4%), according to data collected by ISA Calculator .
Nationwide
My fixed-rate winner because the range currently gives you a clear choice from one to five years and reaches 4.70% AER on the five-year term.
Nationwide is the provider I would compare first if I knew I could leave a lump sum alone. Its current fixed Cash ISA range runs from 4.50% AER for one year to 4.70% for five years.
The restriction is exactly what you would expect from a fixed ISA: you cannot top it up after opening, and taking money out early closes the ISA and triggers an early-access charge. I would therefore use it for money I genuinely do not need as emergency cash.
Nationwide is also by far the most popular Cash ISA name in data collected by ISA Calculator, accounting for 617 of 2,725 sessions where a provider was recorded. That is useful context, but the current fixed rates are the reason it earns a high editorial position here.
Advantages
- Competitive one- to five-year fixed range
- £1 minimum
- Clear fixed-rate structure
- Most popular Cash ISA provider in our data
Disadvantages
- No top-ups after opening
- Early access means closing the ISA
- Long fixes sacrifice flexibility
Nationwide was recorded in 617 of 2,725 Cash ISA sessions where a provider was named (22.6%), according to data collected by ISA Calculator .
Santander
A very strong fixed-rate alternative to Nationwide, particularly if you want the 3- or 5-year terms.
Santander is very close to Nationwide on the current fixed-rate numbers. At the time checked it pays 4.50% on one- and two-year terms, 4.65% for three years and 4.70% for five years.
The £500 minimum is higher than Nationwide’s £1, but still low enough for most people looking at a fixed Cash ISA. I would compare the exact access and maturity terms side by side before choosing because the headline rates are so close.
Santander is the fourth most popular Cash ISA name in our data, with 179 sessions where it was the final provider recorded. Its share is particularly steady among older age groups.
Advantages
- Strong 3- and 5-year fixed rates
- Several fixed terms to choose from
- Established high-street option
Disadvantages
- £500 minimum
- Fixed term reduces flexibility
- Headline rate alone does not capture early-access terms
Santander was recorded in 179 of 2,725 Cash ISA sessions where a provider was named (6.6%), according to data collected by ISA Calculator .
Barclays
Worth comparing if you already bank with Barclays, and particularly if you qualify for its Premier fixed-rate products.
Barclays has a useful split between its standard Single Access fixed ISAs and the higher-rate Premier versions. The standard one- and two-year products are currently 4.30% AER, while eligible Premier customers can access 4.50% fixed products.
I would not choose Barclays purely because I already bank there. At these balances, a 0.20 or 0.30 percentage-point rate gap is real money. But the convenience and the limited-access design may still suit people who want some structure without a completely inaccessible account.
Barclays is the third most popular Cash ISA provider in our data, appearing as the final recorded provider in 184 sessions.
Advantages
- £1 minimum
- Competitive Premier fixed rates
- Familiar high-street account management
Disadvantages
- Best rates require Premier eligibility
- Standard rate is below the leading fixed options
- Limited-access rules need checking
Barclays was recorded in 184 of 2,725 Cash ISA sessions where a provider was named (6.8%), according to data collected by ISA Calculator .
Lloyds
Convenient for qualifying Lloyds customers, but the current variable rate is not competitive enough for me to rank it above the leading Cash ISA alternatives.
Lloyds is easy to use if your current account is already there, and the Club Lloyds Advantage ISA Saver is flexible and instant-access. The problem is the rate: 3.00% AER if you stay within two withdrawals is well behind the best Cash ISA rates I checked.
A third withdrawal drops the rate to 0.65% for the rest of the account year, so this is not the account I would choose for genuinely frequent access either. The standard Cash ISA Saver rates are lower again.
Lloyds is nevertheless a common name in our data, with 170 Cash ISA sessions ending on the provider. That is a good reminder that convenience and existing banking relationships matter even when the headline rate is not the best.
Advantages
- £1 minimum
- Instant access
- Flexible ISA
- Convenient alongside Lloyds banking
Disadvantages
- 3.00% headline rate trails leading options
- Rate falls after the third withdrawal
- Best version requires a qualifying current account
Lloyds was recorded in 170 of 2,725 Cash ISA sessions where a provider was named (6.2%), according to data collected by ISA Calculator .
HSBC
A reasonable in-house option for HSBC customers, but the current 4.00% fixed rate is below Nationwide and Santander.
HSBC’s Fixed Rate Cash ISA is straightforward: 4.00% AER, a £500 minimum and a term of up to 13 months. It is only available to HSBC current-account customers.
I would keep it on a shortlist for convenience, not for rate leadership. The gap to the best fixed products on this page is large enough that I would compare before simply keeping everything with the same bank.
HSBC appears in 110 Cash ISA sessions in our data, so it is clearly a provider people consider, but the product currently sits below the leading rates in my comparison.
Advantages
- Simple fixed product
- Established bank
- Clear £500 minimum
Disadvantages
- Current rate below leading fixed ISAs
- Requires an HSBC current account
- Early closure can cost interest
HSBC was recorded in 110 of 2,725 Cash ISA sessions where a provider was named (4.0%), according to data collected by ISA Calculator .
NatWest
NatWest is popular in our data, but I would not rank a closed fixed-rate issue above products you can actually apply for today.
NatWest is a good example of why a best-buy page has to distinguish current products from brand popularity. The latest fixed issue I checked paid 4.25% AER on one- and two-year terms, but the application window has now closed.
That means I would not direct a new saver to NatWest ahead of live alternatives from Moneybox, Nationwide, Santander, Trading 212 or Barclays. The next issue could be competitive, but it needs checking when it launches.
NatWest is still the fifth most popular Cash ISA provider in our data, with 176 final sessions. That makes it important enough to monitor even though I would not call the current proposition a best buy today.
Advantages
- Strong brand recognition
- Popular in our data
- Simple fixed-term proposition when open
Disadvantages
- Latest fixed issue is closed
- £1,000 minimum on the latest issue
- Rate needs rechecking when a new issue launches
NatWest was recorded in 176 of 2,725 Cash ISA sessions where a provider was named (6.5%), according to data collected by ISA Calculator .
Stocks & Shares ISA provider reviews
The right investment ISA depends much more on what you actually want to hold. I have therefore separated low-cost share and ETF platforms, passive fund platforms, broad investment supermarkets and managed services.
Trading 212
My best overall Stocks & Shares ISA for 2026 for investors who mainly want shares and ETFs at very low direct platform cost.
Trading 212 wins my overall Stocks & Shares ISA spot because the core charging structure is difficult to beat: no platform fee, no dealing commission and a 0.15% FX fee when a trade needs currency conversion.
The trade-off is product range. This is primarily a share-and-ETF platform rather than a traditional fund supermarket, and there is no managed Stocks & Shares ISA. If you want thousands of mutual funds, research-heavy guidance or somebody else to run the portfolio, I would look elsewhere.
Trading 212 is also the second most popular Stocks & Shares ISA provider in data collected by ISA Calculator. That is not why I rank it first, but it confirms that a meaningful number of users are considering the same low-cost proposition.
Advantages
- No platform fee
- No dealing commission
- 0.15% FX fee
- £1 minimum
Disadvantages
- No traditional mutual-fund supermarket
- No managed Stocks & Shares ISA
- ISA is not multi-currency
Trading 212 was recorded in 68 of 551 Stocks & Shares ISA sessions where a provider was named (12.3%), according to data collected by ISA Calculator .
Vanguard
The clearest choice here for someone who wants a simple, long-term portfolio built entirely from Vanguard funds.
Vanguard is the platform I would choose when simplicity is a feature rather than a limitation. You get more than 85 Vanguard funds and the option to manage the portfolio yourself or use Vanguard’s managed service.
The fee structure matters more than it used to. A self-managed balance below £32,000 now costs £4 a month, while balances of £32,000 or more are charged at 0.15% a year capped at £375. That makes the account less compelling for very small portfolios than its old percentage-only pricing.
Vanguard is by far the most popular Stocks & Shares ISA provider in our data, with 203 of 551 sessions where a provider was recorded. I would interpret that as strong preference for simple passive investing among ISA Calculator users, not as proof that Vanguard is the best fit for every portfolio.
Advantages
- Simple long-term investing
- Broad Vanguard fund range
- Managed option available
- Most popular S&S ISA provider in our data
Disadvantages
- Vanguard investments only
- £48 minimum annual fee below £32k for self-managed accounts
- No individual shares
Vanguard was recorded in 203 of 551 Stocks & Shares ISA sessions where a provider was named (36.8%), according to data collected by ISA Calculator .
Hargreaves Lansdown
The platform I would choose if research, support and breadth matter more than getting the absolute lowest headline fee.
Hargreaves Lansdown remains one of the easiest platforms to recommend to someone who wants a very broad investment menu and a lot of supporting research. It feels much more like a full investment supermarket than the app-first zero-commission platforms.
That breadth costs more. The ISA account charge is now 0.35%, exchange-traded holdings are capped at £150 a year and standard online share dealing is £6.95. I would therefore avoid it for a very active small share portfolio where trading costs dominate.
HL is the third most popular dedicated investment-platform name in our Stocks & Shares ISA data. Its share is much smaller than Vanguard or Trading 212, but the product is aimed at a different kind of investor.
Advantages
- Very broad investment range
- Strong research and support
- Share/ETF custody charge capped
- Mature platform
Disadvantages
- More expensive than zero-fee platforms
- £6.95 standard share dealing
- £1.95 online fund dealing
Hargreaves Lansdown was recorded in 25 of 551 Stocks & Shares ISA sessions where a provider was named (4.5%), according to data collected by ISA Calculator .
InvestEngine
The cleanest low-cost option on this list if you know you only want ETFs.
InvestEngine is easy to understand: if I wanted to build a diversified ETF portfolio and nothing else, I would find the £0 DIY platform fee and £0 dealing fee very attractive.
The limitation is equally clear. You are choosing an ETF platform, not a full share-and-fund supermarket. That is a strength for someone who wants a simple ETF strategy and a problem for someone who wants individual shares or traditional mutual funds.
InvestEngine has a much smaller footprint in our data than Vanguard or Trading 212, so I would not read too much into its demographic splits. Its editorial position here comes from the product and fee structure, not popularity.
Advantages
- £0 DIY platform fee
- £0 DIY dealing fee
- Large ETF range
- Managed option available
Disadvantages
- ETF-only investment universe
- Smaller data sample
- ETF fund costs and spreads still apply
InvestEngine was recorded in 9 of 551 Stocks & Shares ISA sessions where a provider was named (1.6%), according to data collected by ISA Calculator .
Fidelity
A strong fund platform for investors who want a wide choice of funds without restricting themselves to Vanguard.
Fidelity makes the most sense to me as a long-term fund platform. The range is broad, the charging structure is easy enough to model and the exchange-traded service fee is capped at £90 a year.
Below £25,000 there is an important wrinkle: without a regular savings plan Fidelity charges a £7.50 monthly flat fee, while regular savers can qualify for the standard 0.35% service fee. That is the sort of detail that can completely change the cost comparison for a smaller account.
Fidelity appears in 17 Stocks & Shares ISA sessions in our data. That is a small share, so I treat the first-party evidence as supporting context rather than a major ranking input.
Advantages
- Broad fund range
- 0.20% fee tier above £250k
- £90 annual cap for exchange-traded holdings
Disadvantages
- Small accounts need careful fee comparison
- £7.50 online share dealing
- Not the cheapest platform for every portfolio
Fidelity was recorded in 17 of 551 Stocks & Shares ISA sessions where a provider was named (3.1%), according to data collected by ISA Calculator .
Moneyfarm
My managed ISA pick for someone who wants a portfolio built and maintained for them rather than choosing individual investments.
Moneyfarm solves a different problem from Trading 212, Vanguard DIY or InvestEngine DIY. You are paying for portfolio construction and ongoing management rather than just an account wrapper.
The current Wealth pricing adds a 0.25% platform fee to a management fee that starts at 0.45% on the first £50,000 for actively managed portfolios, plus underlying fund costs and market spreads. That makes it more expensive, but it is not supposed to be a like-for-like DIY service.
Moneyfarm has only a small number of final provider sessions in our data. I include it because managed investing is an important use case, not because it is one of the most popular names in the sample.
Advantages
- Portfolio managed for you
- Different risk levels and portfolio styles
- Useful for investors who do not want to choose holdings
Disadvantages
- Higher total cost than DIY platforms
- Small data sample
- Underlying fund costs also apply
Moneyfarm was recorded in 7 of 551 Stocks & Shares ISA sessions where a provider was named (1.3%), according to data collected by ISA Calculator .
Barclays
A credible bank-owned investment ISA, particularly for existing Barclays customers, but not my first choice on price alone.
Barclays Direct Investing is a more conventional investment platform than the app-first providers. It lets you start from £50 and choose between ready-made investments and picking your own holdings.
I like the convenience for someone who already uses Barclays, but I would compare the current dealing and account tariff carefully against Trading 212, InvestEngine and the larger fund platforms before opening.
Barclays appears in 19 final Stocks & Shares ISA sessions in our data. That puts it level with Lloyds among the bank-owned names, but well behind Vanguard and Trading 212.
Advantages
- Bank and investments in one ecosystem
- Ready-made and DIY routes
- £50 starting point
Disadvantages
- Current tariff needs checking against lower-cost platforms
- Not as prominent in our S&S ISA data
- Bank integration is not a reason to accept higher costs
Barclays was recorded in 19 of 551 Stocks & Shares ISA sessions where a provider was named (3.4%), according to data collected by ISA Calculator .
Lloyds
Most interesting for younger Lloyds customers because the account admin fee is waived until age 26.
Lloyds is not the cheapest general-purpose investment ISA for most adults. The standard admin charge is £18 every six months and UK online trades cost £9.50, although regular investing is commission-free.
The exception is younger customers: the admin fee is waived for 18–25 year olds. If I already banked with Lloyds and wanted to keep investing inside the same app, that makes the proposition much more competitive.
Lloyds is recorded in 19 final Stocks & Shares ISA sessions in our data. It is not a dominant provider, but it is one of the more visible high-street investment names.
Advantages
- Admin fee waived for 18–25s
- Free regular investing
- Broad range including shares and ETFs
- Integrated with Lloyds app
Disadvantages
- £36 annual admin charge for most adults
- £9.50 standard UK trade
- 1% FX on international trading
Lloyds was recorded in 19 of 551 Stocks & Shares ISA sessions where a provider was named (3.4%), according to data collected by ISA Calculator .
Which ISA providers are most popular with different savers and investors?
We analysed 8,744 ISA calculations collected by ISA Calculator between 11 February 2025 and 1 September 2026. Provider popularity uses one final record per session so repeated changes in the same visit do not count as separate people.
“Most popular” means the provider appeared most often in that group in data collected by ISA Calculator. It is not market share and it is not the same thing as my editorial “best” picks above.
Which Cash ISA provider is most popular overall?
Which Cash ISA providers are most popular overall?
Share of Cash ISA sessions where a provider was recorded.
Which Cash ISA provider is most popular by age?
Which Cash ISA providers are most popular by age?
Share of Cash ISA sessions in each age group where each provider was recorded.
View the numbers
| Group | n | Nationwide | Trading 212 | Barclays | Santander | NatWest | Lloyds |
|---|---|---|---|---|---|---|---|
| 18-24 | 336 | 28.6% | 14.3% | 3.0% | 4.2% | 5.7% | 3.3% |
| 25-34 | 461 | 18.9% | 14.8% | 9.1% | 4.3% | 5.9% | 5.2% |
| 35-44 | 519 | 23.3% | 10.8% | 6.7% | 4.6% | 6.9% | 6.6% |
| 45-54 | 549 | 21.3% | 7.3% | 5.6% | 7.7% | 6.7% | 8.4% |
| 55-64 | 558 | 22.6% | 5.6% | 7.3% | 9.3% | 6.8% | 5.6% |
| 65+ | 302 | 23.2% | 4.0% | 8.3% | 8.9% | 6.3% | 7.9% |
Which Cash ISA provider is most popular with 18–24 year olds?
Nationwide · 28.6%In data collected by ISA Calculator , Nationwide was recorded in 96 of 336 sessions in this group where a provider was named.
Which Cash ISA provider is most popular with 25–34 year olds?
Nationwide · 18.9%In data collected by ISA Calculator , Nationwide was recorded in 87 of 461 sessions in this group where a provider was named.
Which Cash ISA provider is most popular with 35–44 year olds?
Nationwide · 23.3%In data collected by ISA Calculator , Nationwide was recorded in 121 of 519 sessions in this group where a provider was named.
Which Cash ISA provider is most popular with 45–54 year olds?
Nationwide · 21.3%In data collected by ISA Calculator , Nationwide was recorded in 117 of 549 sessions in this group where a provider was named.
Which Cash ISA provider is most popular with 55–64 year olds?
Nationwide · 22.6%In data collected by ISA Calculator , Nationwide was recorded in 126 of 558 sessions in this group where a provider was named.
Which Cash ISA provider is most popular with 65+ year olds?
Nationwide · 23.2%In data collected by ISA Calculator , Nationwide was recorded in 70 of 302 sessions in this group where a provider was named.
Which Cash ISA provider is most popular at different income levels?
Which Cash ISA providers are most popular at different income levels?
The high-income labels are combined into one £75k+ group so they are comparable across the full period.
View the numbers
| Group | n | Nationwide | Trading 212 | Barclays | Santander | NatWest | Lloyds |
|---|---|---|---|---|---|---|---|
| Under £20k | 660 | 22.7% | 5.5% | 7.6% | 8.6% | 6.8% | 8.9% |
| £20k–£30k | 551 | 21.1% | 9.6% | 5.8% | 5.1% | 6.0% | 7.3% |
| £30k–£40k | 503 | 23.7% | 12.3% | 6.8% | 5.8% | 8.0% | 4.4% |
| £40k–£50k | 362 | 25.7% | 11.0% | 8.0% | 6.9% | 7.2% | 5.5% |
| £50k–£75k | 405 | 22.7% | 10.4% | 5.2% | 6.2% | 4.7% | 4.2% |
| £75k+ | 242 | 19.0% | 9.1% | 7.4% | 6.2% | 5.4% | 5.0% |
Which Cash ISA provider is most popular for people earning under £20,000?
Nationwide · 22.7%In data collected by ISA Calculator , Nationwide was recorded in 150 of 660 sessions in this group where a provider was named.
Which Cash ISA provider is most popular for people earning £20,000–£29,999?
Nationwide · 21.1%In data collected by ISA Calculator , Nationwide was recorded in 116 of 551 sessions in this group where a provider was named.
Which Cash ISA provider is most popular for people earning £30,000–£39,999?
Nationwide · 23.7%In data collected by ISA Calculator , Nationwide was recorded in 119 of 503 sessions in this group where a provider was named.
Which Cash ISA provider is most popular for people earning £40,000–£49,999?
Nationwide · 25.7%In data collected by ISA Calculator , Nationwide was recorded in 93 of 362 sessions in this group where a provider was named.
Which Cash ISA provider is most popular for people earning £50,000–£74,999?
Nationwide · 22.7%In data collected by ISA Calculator , Nationwide was recorded in 92 of 405 sessions in this group where a provider was named.
Which Cash ISA provider is most popular for people earning £75,000+?
Nationwide · 19.0%In data collected by ISA Calculator , Nationwide was recorded in 46 of 242 sessions in this group where a provider was named.
Which Cash ISA provider is most popular for different starting balances?
Which Cash ISA providers are most popular for different starting deposits?
Provider popularity by the amount entered as the starting Cash ISA balance.
View the numbers
| Group | n | Nationwide | Trading 212 | Barclays | Santander | NatWest | Lloyds |
|---|---|---|---|---|---|---|---|
| £0 | 205 | 26.3% | 10.2% | 7.3% | 2.4% | 5.4% | 2.9% |
| Under £5k | 416 | 19.7% | 13.2% | 6.7% | 4.3% | 7.0% | 5.5% |
| £5k–£10k | 210 | 22.9% | 11.9% | 6.2% | 8.1% | 8.6% | 7.6% |
| £10k–£20k | 515 | 26.2% | 10.5% | 7.0% | 6.0% | 4.5% | 6.4% |
| £20k–£50k | 986 | 22.4% | 7.9% | 6.4% | 6.9% | 8.0% | 6.8% |
| £50k–£100k | 248 | 17.7% | 6.0% | 5.6% | 11.7% | 3.2% | 7.3% |
| £100k+ | 145 | 22.8% | 4.8% | 10.3% | 7.6% | 5.5% | 4.8% |
Which Cash ISA provider is most popular when people start without a lump sum?
Nationwide · 26.3%In data collected by ISA Calculator , Nationwide was recorded in 54 of 205 sessions in this group where a provider was named.
Which Cash ISA provider is most popular for starting balances under £5,000?
Nationwide · 19.7%In data collected by ISA Calculator , Nationwide was recorded in 82 of 416 sessions in this group where a provider was named.
Which Cash ISA provider is most popular for a starting balance of £5k–£10k?
Nationwide · 22.9%In data collected by ISA Calculator , Nationwide was recorded in 48 of 210 sessions in this group where a provider was named.
Which Cash ISA provider is most popular for a starting balance of £10k–£20k?
Nationwide · 26.2%In data collected by ISA Calculator , Nationwide was recorded in 135 of 515 sessions in this group where a provider was named.
Which Cash ISA provider is most popular for a starting balance of £20k–£50k?
Nationwide · 22.4%In data collected by ISA Calculator , Nationwide was recorded in 221 of 986 sessions in this group where a provider was named.
Which Cash ISA provider is most popular for a starting balance of £50k–£100k?
Nationwide · 17.7%In data collected by ISA Calculator , Nationwide was recorded in 44 of 248 sessions in this group where a provider was named.
Which Cash ISA provider is most popular for a starting balance of £100k+?
Nationwide · 22.8%In data collected by ISA Calculator , Nationwide was recorded in 33 of 145 sessions in this group where a provider was named.
Which Cash ISA provider is most popular for different monthly savings amounts?
Which Cash ISA providers are most popular for different monthly savings amounts?
Provider popularity by the regular monthly amount modelled in the Cash ISA journey.
View the numbers
| Group | n | Nationwide | Trading 212 | Barclays | Santander | NatWest | Lloyds |
|---|---|---|---|---|---|---|---|
| £0 | 1535 | 22.6% | 6.6% | 5.9% | 8.1% | 7.4% | 6.7% |
| Under £100 | 75 | 26.7% | 8.0% | 6.7% | 6.7% | 6.7% | 8.0% |
| £100–£249 | 311 | 22.8% | 15.4% | 4.5% | 6.4% | 4.8% | 6.8% |
| £250–£499 | 293 | 24.6% | 10.2% | 8.2% | 4.4% | 5.1% | 6.1% |
| £500–£999 | 236 | 18.2% | 13.1% | 11.0% | 3.4% | 5.1% | 3.4% |
| £1,000+ | 275 | 23.3% | 13.8% | 8.7% | 2.9% | 5.8% | 5.1% |
Which Cash ISA provider is most popular when people are not adding money monthly?
Nationwide · 22.6%In data collected by ISA Calculator , Nationwide was recorded in 347 of 1,535 sessions in this group where a provider was named.
Which Cash ISA provider is most popular for people saving under £100 a month?
Nationwide · 26.7%In data collected by ISA Calculator , Nationwide was recorded in 20 of 75 sessions in this group where a provider was named.
Which Cash ISA provider is most popular for people saving £100–£249 a month?
Nationwide · 22.8%In data collected by ISA Calculator , Nationwide was recorded in 71 of 311 sessions in this group where a provider was named.
Which Cash ISA provider is most popular for people saving £250–£499 a month?
Nationwide · 24.6%In data collected by ISA Calculator , Nationwide was recorded in 72 of 293 sessions in this group where a provider was named.
Which Cash ISA provider is most popular for people saving £500–£999 a month?
Nationwide · 18.2%In data collected by ISA Calculator , Nationwide was recorded in 43 of 236 sessions in this group where a provider was named.
Which Cash ISA provider is most popular for people saving £1,000+ a month?
Nationwide · 23.3%In data collected by ISA Calculator , Nationwide was recorded in 64 of 275 sessions in this group where a provider was named.
Which Stocks & Shares ISA provider is most popular overall?
Which Stocks & Shares ISA providers are most popular overall?
Share of Stocks & Shares ISA sessions where a provider was recorded.
Which Stocks & Shares ISA provider is most popular by age?
Which Stocks & Shares ISA providers are most popular by age?
Share of Stocks & Shares ISA sessions in each age group where each provider was recorded.
View the numbers
| Group | n | Vanguard | Trading 212 | Hargreaves Lansdown | Lloyds | Barclays | Fidelity | Nationwide |
|---|---|---|---|---|---|---|---|---|
| 18-24 | 84 | 51.2% | 21.4% | 1.2% | 2.4% | 0.0% | 1.2% | 2.4% |
| 25-34 | 127 | 36.2% | 18.1% | 2.4% | 4.7% | 2.4% | 3.9% | 2.4% |
| 35-44 | 118 | 44.1% | 9.3% | 4.2% | 2.5% | 5.1% | 1.7% | 1.7% |
| 45-54 | 134 | 30.6% | 7.5% | 8.2% | 4.5% | 5.2% | 3.7% | 0.7% |
| 55-64 | 73 | 24.7% | 8.2% | 5.5% | 2.7% | 2.7% | 4.1% | 2.7% |
| 65+ | 15 | 20.0% | 0.0% | 6.7% | 0.0% | 6.7% | 6.7% | 20.0% |
Which Stocks & Shares ISA provider is most popular with 18–24 year olds?
Vanguard · 51.2%In data collected by ISA Calculator , Vanguard was recorded in 43 of 84 sessions in this group where a provider was named.
Which Stocks & Shares ISA provider is most popular with 25–34 year olds?
Vanguard · 36.2%In data collected by ISA Calculator , Vanguard was recorded in 46 of 127 sessions in this group where a provider was named.
Which Stocks & Shares ISA provider is most popular with 35–44 year olds?
Vanguard · 44.1%In data collected by ISA Calculator , Vanguard was recorded in 52 of 118 sessions in this group where a provider was named.
Which Stocks & Shares ISA provider is most popular with 45–54 year olds?
Vanguard · 30.6%In data collected by ISA Calculator , Vanguard was recorded in 41 of 134 sessions in this group where a provider was named.
Which Stocks & Shares ISA provider is most popular with 55–64 year olds?
Vanguard · 24.7%In data collected by ISA Calculator , Vanguard was recorded in 18 of 73 sessions in this group where a provider was named.
Which Stocks & Shares ISA providers are most popular with people aged 65+?
Vanguard and Nationwide · 20.0% eachIn data collected by ISA Calculator , Vanguard and Nationwide were each recorded in 3 of 15 sessions in this group where a provider was named. This is a very small sample, so I would not call either a clear winner.
Which Stocks & Shares ISA provider is most popular at different income levels?
Which Stocks & Shares ISA providers are most popular at different income levels?
Provider popularity across the consistent income groups used in the data.
View the numbers
| Group | n | Vanguard | Trading 212 | Hargreaves Lansdown | Lloyds | Barclays | Fidelity |
|---|---|---|---|---|---|---|---|
| Under £20k | 61 | 39.3% | 13.1% | 4.9% | 1.6% | 1.6% | 1.6% |
| £20k–£30k | 108 | 37.0% | 10.2% | 3.7% | 5.6% | 4.6% | 0.9% |
| £30k–£40k | 105 | 32.4% | 17.1% | 4.8% | 4.8% | 3.8% | 1.9% |
| £40k–£50k | 74 | 35.1% | 14.9% | 5.4% | 4.1% | 4.1% | 5.4% |
| £50k–£75k | 107 | 39.3% | 10.3% | 4.7% | 1.9% | 2.8% | 4.7% |
| £75k+ | 96 | 38.5% | 9.4% | 4.2% | 2.1% | 3.1% | 4.2% |
Which Stocks & Shares ISA provider is most popular for people earning under £20,000?
Vanguard · 39.3%In data collected by ISA Calculator , Vanguard was recorded in 24 of 61 sessions in this group where a provider was named.
Which Stocks & Shares ISA provider is most popular for people earning £20,000–£29,999?
Vanguard · 37.0%In data collected by ISA Calculator , Vanguard was recorded in 40 of 108 sessions in this group where a provider was named.
Which Stocks & Shares ISA provider is most popular for people earning £30,000–£39,999?
Vanguard · 32.4%In data collected by ISA Calculator , Vanguard was recorded in 34 of 105 sessions in this group where a provider was named.
Which Stocks & Shares ISA provider is most popular for people earning £40,000–£49,999?
Vanguard · 35.1%In data collected by ISA Calculator , Vanguard was recorded in 26 of 74 sessions in this group where a provider was named.
Which Stocks & Shares ISA provider is most popular for people earning £50,000–£74,999?
Vanguard · 39.3%In data collected by ISA Calculator , Vanguard was recorded in 42 of 107 sessions in this group where a provider was named.
Which Stocks & Shares ISA provider is most popular for people earning £75,000+?
Vanguard · 38.5%In data collected by ISA Calculator , Vanguard was recorded in 37 of 96 sessions in this group where a provider was named.
Which Stocks & Shares ISA provider is most popular for different starting investments?
Which Stocks & Shares ISA providers are most popular for different starting investments?
Provider popularity by the amount entered as the starting investment.
View the numbers
| Group | n | Vanguard | Trading 212 | Hargreaves Lansdown | Lloyds | Barclays | Fidelity |
|---|---|---|---|---|---|---|---|
| £0 | 76 | 42.1% | 14.5% | 7.9% | 2.6% | 2.6% | 1.3% |
| Under £5k | 116 | 32.8% | 15.5% | 1.7% | 6.9% | 2.6% | 0.9% |
| £5k–£10k | 52 | 40.4% | 9.6% | 3.8% | 3.8% | 1.9% | 0.0% |
| £10k–£20k | 97 | 40.2% | 15.5% | 6.2% | 3.1% | 6.2% | 5.2% |
| £20k–£50k | 114 | 31.6% | 11.4% | 6.1% | 2.6% | 4.4% | 3.5% |
| £50k–£100k | 40 | 37.5% | 2.5% | 2.5% | 2.5% | 5.0% | 7.5% |
| £100k+ | 56 | 39.3% | 8.9% | 1.8% | 0.0% | 0.0% | 5.4% |
Which Stocks & Shares ISA provider is most popular when people start without a lump sum?
Vanguard · 42.1%In data collected by ISA Calculator , Vanguard was recorded in 32 of 76 sessions in this group where a provider was named.
Which Stocks & Shares ISA provider is most popular for starting investments under £5,000?
Vanguard · 32.8%In data collected by ISA Calculator , Vanguard was recorded in 38 of 116 sessions in this group where a provider was named.
Which Stocks & Shares ISA provider is most popular for a starting investment of £5k–£10k?
Vanguard · 40.4%In data collected by ISA Calculator , Vanguard was recorded in 21 of 52 sessions in this group where a provider was named.
Which Stocks & Shares ISA provider is most popular for a starting investment of £10k–£20k?
Vanguard · 40.2%In data collected by ISA Calculator , Vanguard was recorded in 39 of 97 sessions in this group where a provider was named.
Which Stocks & Shares ISA provider is most popular for a starting investment of £20k–£50k?
Vanguard · 31.6%In data collected by ISA Calculator , Vanguard was recorded in 36 of 114 sessions in this group where a provider was named.
Which Stocks & Shares ISA provider is most popular for a starting investment of £50k–£100k?
Vanguard · 37.5%In data collected by ISA Calculator , Vanguard was recorded in 15 of 40 sessions in this group where a provider was named.
Which Stocks & Shares ISA provider is most popular for a starting investment of £100k+?
Vanguard · 39.3%In data collected by ISA Calculator , Vanguard was recorded in 22 of 56 sessions in this group where a provider was named.
Which Stocks & Shares ISA provider is most popular for different monthly investments?
Which Stocks & Shares ISA providers are most popular for different monthly investments?
Provider popularity by the regular monthly investment entered.
View the numbers
| Group | n | Vanguard | Trading 212 | Hargreaves Lansdown | Lloyds | Barclays | Fidelity |
|---|---|---|---|---|---|---|---|
| £0 | 91 | 33.0% | 7.7% | 1.1% | 2.2% | 5.5% | 2.2% |
| Under £100 | 23 | 34.8% | 30.4% | 4.3% | 8.7% | 0.0% | 0.0% |
| £100–£249 | 107 | 30.8% | 15.9% | 7.5% | 1.9% | 2.8% | 6.5% |
| £250–£499 | 109 | 35.8% | 17.4% | 2.8% | 3.7% | 4.6% | 1.8% |
| £500–£999 | 94 | 50.0% | 7.4% | 6.4% | 4.3% | 2.1% | 0.0% |
| £1,000+ | 127 | 36.2% | 8.7% | 4.7% | 3.9% | 3.1% | 4.7% |
Which Stocks & Shares ISA provider is most popular when people are not investing monthly?
Vanguard · 33.0%In data collected by ISA Calculator , Vanguard was recorded in 30 of 91 sessions in this group where a provider was named.
Which Stocks & Shares ISA provider is most popular for people investing under £100 a month?
Vanguard · 34.8%In data collected by ISA Calculator , Vanguard was recorded in 8 of 23 sessions in this group where a provider was named.
Which Stocks & Shares ISA provider is most popular for people investing £100–£249 a month?
Vanguard · 30.8%In data collected by ISA Calculator , Vanguard was recorded in 33 of 107 sessions in this group where a provider was named.
Which Stocks & Shares ISA provider is most popular for people investing £250–£499 a month?
Vanguard · 35.8%In data collected by ISA Calculator , Vanguard was recorded in 39 of 109 sessions in this group where a provider was named.
Which Stocks & Shares ISA provider is most popular for people investing £500–£999 a month?
Vanguard · 50.0%In data collected by ISA Calculator , Vanguard was recorded in 47 of 94 sessions in this group where a provider was named.
Which Stocks & Shares ISA provider is most popular for people investing £1,000+ a month?
Vanguard · 36.2%In data collected by ISA Calculator , Vanguard was recorded in 46 of 127 sessions in this group where a provider was named.
How much are people putting into an ISA?
The provider charts above show who people choose. These two charts show the starting amounts entered in the same sessions.
How much do Cash ISA savers start with?
The median starting Cash ISA amount is £20,000.
How much do Stocks & Shares ISA investors start with?
The median starting Stocks & Shares ISA amount is £10,500.
How much do people save or invest each month?
How much do Cash ISA users save each month?
Many Cash ISA sessions model a lump sum with no monthly addition.
How much do Stocks & Shares ISA users invest each month?
The median monthly investment is £350.
How did we analyse the ISA data?
ISA Calculator records can contain several calculations from the same visit as someone changes a balance, term or monthly amount. For provider popularity, I use the final calculation in each session rather than counting every adjustment as a new person.
Provider names are entered as free text, so obvious spelling variants are grouped together — for example “Trading212”, “Trading 212” and “T212”. Entries that cannot be confidently matched to a provider are not silently reassigned.
The data is used to answer popularity questions. My “best” provider ratings are editorial judgements based on current product terms, costs, access and investment choice, checked separately against provider websites.
Where did I check the current ISA rates and fees?
Rates and platform charges change, so the provider’s own page should always be the final check before you open an account.
Frequently asked questions about ISA providers
Which ISA provider is best overall in 2026?
Trading 212 is my best overall ISA provider because it has a competitive Cash ISA as well as a very low-cost Stocks & Shares ISA. It is not the best account for every use case, but it is my best all-round provider across both categories in this comparison.
Which Cash ISA is best in 2026?
Moneybox is my best Cash ISA overall at the time checked. Its 4.57% AER variable rate is competitive, but it includes a 12-month bonus and the rate can fall if you make too many withdrawals or the balance drops below £500. Nationwide is my fixed-rate pick.
Which Stocks & Shares ISA is best in 2026?
Trading 212 is my best overall Stocks & Shares ISA for DIY share and ETF investors because it has no platform fee or dealing commission and charges 0.15% FX when conversion is required. Vanguard is better for a simple Vanguard-fund portfolio, while Hargreaves Lansdown offers much broader research and investment choice.
Which Cash ISA provider is most popular in data collected by ISA Calculator?
Nationwide. It appears in 617 of 2,725 Cash ISA sessions where a provider was named, equal to 22.6%.
Which Stocks & Shares ISA provider is most popular in data collected by ISA Calculator?
Vanguard. It appears in 203 of 551 Stocks & Shares ISA sessions where a provider was named, equal to 36.8%.
Which Cash ISA provider is most popular for people saving £500 to £999 a month?
Nationwide. It was recorded in 43 of 236 named-provider Cash ISA sessions in the £500–£999 monthly-savings group, equal to 18.2%.
Which Stocks & Shares ISA provider is most popular for people investing £500 to £999 a month?
Vanguard. It was recorded in 47 of 94 named-provider Stocks & Shares ISA sessions in the £500–£999 monthly-investment group, equal to 50.0%.
Is the most popular ISA provider automatically the best?
No. The popularity figures show what people using ISA Calculator entered or selected. The editorial rankings also consider current rates, fees, access and investment choice. That is why Nationwide can be the most popular Cash ISA name in our data while Moneybox is my current Cash ISA winner.
Editorial disclosure. This page is general information, not personal financial advice. ISA rates, charges and terms can change. Check the latest provider terms before acting. Commercial relationships do not determine the rankings.
Investment risk. The value of investments can fall as well as rise and you may get back less than you invest. Cash ISAs and Stocks & Shares ISAs have different risk profiles.
As a UK saver & investor for over 10 years and avid ISA user; James decided to build ISA Interest Calculator to help everyday British savers with calculating potential ISA returns. Having worked for a large FTSE100 company building financial AI tools for over 5 years, he brought his expertise to personal finance and quickly launched several highly-respected and successful finance & investing sites for UK savers and investors.