How we test and review investment platforms
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At This is Money, we’re committed to improving our readers’ financial lives. Part of that involves scouring the personal finance landscape for the best financial products, deals, and services.
Investing is a cornerstone of building your wealth over the long-term and for many savers investment platforms are the key to that, allowing them to buy and hold funds, shares, bonds and ETFs.
DIY investment platforms have surged in popularity in recent years. According to data from Boring Money, the number of non-advised customer accounts has more than doubled since the start of 2020, going from around 5.95million to more than 12million.
It’s important each of these account holders gets the most from their investing platform – and if they’re not, our aim is to provide all the information they need to move to a more suitable provider.
We’re also dedicated to making sure new customers choose the right platform for their needs.
This is why we regularly review the DIY investing market, testing platforms and measuring their effectiveness.
We analyse each investment platform with different types of investor in mind, from the cost-conscious to those who want the best customer service.
Do-it-yourself investing: Many platforms give you access to a wealth of research
A DIY investing platform is a service that lets you choose your own investments and hold them in either a general investment account or a tax-efficient wrapper, such as a stocks and shares Isa or self-invested personal pension (Sipp).
As part of our review, we consider what investment accounts the platform offers.
For fairer and simpler comparisons, we make a distinction between traditional investment platforms and newer, often app-focused trading platforms.
We categorise these providers as traditional investment platforms for comparison:
We categorise these providers as newer, more app-focused investment platforms for comparison:
- eToro
- Freetrade
- Prosper
- Trading 212
The main criteria we consider are:
- fees
- investment choice
- how intuitive the platform is to use
- customer service
How we review fees
High fees eat into investment returns, so we’re keen to make sure our readers get value for money.
However, the cheapest platform won’t always be the right one for you. It really depends on what you’re looking for from an investment platform, and we take this into account in our reviews.
We primarily compare account fees to see which investment platforms offer the best value.
We work out annual account fees for a range of portfolio sizes, which helps you discover the ideal option for the value of your investments and your overall financial goals.
Finally, we review other fees through the lens of different investors – for example, someone who wants to invest in funds primarily should check whether the platform offers free fund dealing.
How we review investment choice
We consider the number of investments that each platform says it offers, plus how you can buy each type of investment. For example, platforms don’t always allow you to buy bonds and gilts directly and don't always allow fractional investing in stocks and shares.
The traditional DIY investing platforms generally offer a similar range of investments, so we highlight any major differences between platforms in our review.
It’s different with the newer investment platforms, which have some variation in the types of investment on offer.
When testing, we scrutinise the investment choice on offer and explain what you can and can’t invest in as part of our review.
How easy is to use - how we test intuitiveness
Our reviewers test each platform on both desktop and mobile where possible. Keep in mind not all investment platforms will offer both options, and we’ll state whether the platform is primarily app or browser-based in our review.
We test how straightforward it is to perform key tasks when investing including:
- searching for investments
- buying and selling investments
- setting up regular investing
- adding cash to an account
- accessing research and other information that helps you invest
Our reviewers give their thoughts on these functions. But what's intuitive for one person won’t always be intuitive for another, so you should consider your needs carefully before deciding which platform to choose.
For example, if you think you’ll need more support when using the platform, you could choose a service that does well for customer service.
How we test customer service
We review the availability of customer support, for example:
- what options you have for contacting customer service – usually phone, live chat and email
- how many days of the week you can contact customer service
- how straightforward it is to contact the team directly from your account
We also test getting in touch with customer support to see how well they respond to a particular problem. Our reviewers give their account of how this interaction went, which helps you decide whether you'd be comfortable with the level of service provided.
Our final assessment
Our final assessment of each investment platform explains who we think it’s good for, for example a cost-conscious investor, or someone who doesn’t mind paying a bit more to access the best customer support and investment research.
Our testing and overall impression of each investment platform help us compile our regularly updated roundups, which allow you compare options and decide on the best one for you:
This is Money has been running since 1999 and has built a reputation as a trusted financial website that helps its readers make the best decisions for their money.
Our writers and reporters have years and in some cases decades of experience in covering financial products, including investment accounts, as well as investments themselves.
They use the platforms in their personal lives and regularly speak to industry experts, deepening their knowledge.
Importantly, their aim is to make money engaging, giving you clarity over what is often a complicated topic.
Meet our team
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