Interactive Investor

Most-bought investments: March 2024

As the end of the tax year approaches, investors opt for consistency and familiar strategies.

3rd April 2024 11:37

Camilla Esmund from interactive investor

  • Demand for global strategies remains strong across both funds and trusts
  • Fundsmith Equity reclaimed the most-bought fund position in March, moving up one place
  • Investors are continuing to favour passive strategies rather than seeking out more focused active fund exposure
  • In the equities space, Nvidia's stellar performance sees it reigning at the top with a staggering 90% gain in the first quarter alone

interactive investor, the UK’s second-largest platform for private investors and number one flat-fee platform, unveils its most-bought equities, funds, and trusts in March 2024.

In the lead-up to the end of the tax year, interactive investor’s most-bought investments reflect a sense of consistency, with little change overall from February.

Investors continue to look global. Notably, F&C Investment Trust Ord (LSE:FCIT) joined the top 10 in March – a trust known for its globally diversified approach. ii’s most-bought investment trusts mirror this global trend, with investors also on the lookout for income strategies with attractive yields. Popular options include JPMorgan Global Growth & Income Ord (LSE:JGGI), Greencoat UK Wind (LSE:UKW), and City of London Ord (LSE:CTY). Meanwhile, technology continues to captivate investors.

In terms of individual shares, FTSE 100 stalwarts such as Legal & General Group (LSE:LGEN), Vodafone Group (LSE:VOD), and Lloyds Banking Group (LSE:LLOY), maintained their popularity on the platform in March. However, Glencore (LSE:GLEN), BT Group (LSE:BT.A), and HSBC Holdings (LSE:HSBA) dropped off the list, facing year-to-date losses.

Artificial intelligence (AI) continues to generate excitement with investors. NVIDIA Corp (NASDAQ:NVDA)'s remarkable 90% first-quarter gain solidified its dominance at the top spot, while Tesla Inc (NASDAQ:TSLA)'s popularity among interactive investor customers persisted despite challenges.

Below, interactive investor’s experts explore March 2024’s most-bought data in more depth


Commenting on the most-bought direct equities in March, Victoria Scholar, Head of Investment, interactive investor, says: “Solid dividend-paying FTSE 100 stocks like Legal & General, Vodafone, and Lloyds Banking Group retained their spots on the list of most-bought stocks on the interactive investor platform in March. However, other FTSE 100 constituents such as Glencore, BT Group, and HSBC, slipped off the list. All three are nursing losses year-to-date having underperformed the wider UK blue-chip index in the first quarter. BAE Systems (LSE:BA.) was a new addition in March - it has logged a gain of nearly 20% since the beginning of January, supported by strong military spending amid the conflicts in Ukraine and the Middle East.

“In the US, artificial intelligence (AI) stock market darling Nvidia continues to dominate the list thanks to its impressive share price performance, up almost 90% in the first quarter alone. Meanwhile, Tesla remains among the most-popular stocks among ii customers – its shares have been struggling so far in 2024, weighed down by weak electric vehicle demand and higher interest rates. However, its loyal band of followers are clearly using this pullback as an opportunity to ‘buy the dip.'”

Funds and investment trusts

Commenting on the most-bought funds and trusts on ii in March, Kyle Caldwell, Collectives Specialist at interactive investor, says: “In the run-up to tax year end there has been little change to our most-popular funds and investment trusts, reflecting the fact that investors are sticking with familiar strategies rather than going off-piste.

“Among our top 10 most-bought funds and investment trusts there was only one new entrant – F&C Investment Trust. The UK’s oldest investment trust is no stranger to the top 10 having last appeared in October. The global multi-manager strategy is highly diversified with more than 400 holdings. 

“Going global is one of key themes continuing to play out among our customers. Among funds seven of the top 10 invests globally, and for investment trusts six have global approaches.  

Fundsmith Equity reclaimed the most-bought fund position in March, moving up one place from second. The £25.5 billion fund, managed by Terry Smith, is up 9.6% this calendar year (to the end of March), just behind the 9.8% return of the MSCI World index. Its annualised return since launch in 2010 is 15.8% a year, ahead of the 12% figure for its benchmark. Two other active funds in the top 10 are Jupiter India and Royal London Short Term Money Market

“Among investment trusts, India exposure is also present, with India Capital Growth Ord (LSE:IGC) in the top 10. India’s stock market has been a strong performer over the past couple of years, with one positive driver being strong economic growth. The attractions of India are well known. It is blessed with favourable demographics, including a young population.  

“Meanwhile, the popularity of Royal London Short Term Money Market shows that investors are taking advantage of a low-risk area of the bond market offering high income following interest rate rises. The fund yields 5.25% by investing in cash-like instruments, such as short-term bonds.

“However, on the whole, investors are continuing to favour passive strategies rather than seeking out more focused active fund exposure. Core global funds that passively track the up and down movements of global stock markets feature prominently in the top 10: HSBC FTSE All-World Index, Fidelity Index World and three funds from Vanguard’s LifeStrategy range (the 100% Equity, 80% Equity, and 60% Equity versions). 

“For investment trusts, as well as going global being a key theme, income strategies with attractive yields also remain popular, including JPMorgan Global Growth & Income, Greencoat UK Wind and City of London. 

“Other trends are technology strategies continuing to be in vogue, with Polar Capital Technology Ord (LSE:PCT) and Allianz Technology Trust Ord (LSE:ATT) both in the top 10. Despite over the past year benefiting from excitement around the potential for artificial intelligence (AI) to disrupt various industries, both are trading on discounts of around 10%. For those taking the view that the AI theme has plenty of staying power, the tech trust duo offer investors a cheaper entry point to gain exposure to an area that has seen both share prices and valuations sizzle.” 




Investment Trust



Fundsmith Equity


Scottish Mortgage Ord (LSE:SMT)



Vanguard LifeStrategy 80% Equity


Alliance Trust Ord (LSE:ATST)

Rolls-Royce Holdings (LSE:RR.) 


L&G Global Technology Index Trust


JPMorgan Global Growth & Income Ord (LSE:JGGI)



Jupiter India


Greencoat UK Wind (LSE:UKW)

MicroStrategy Inc Class A (NASDAQ:MSTR)


HSBC FTSE All-World Index


Polar Capital Technology Ord (LSE:PCT)

Vodafone Group (LSE:VOD)


Royal London Short Term Money Market


Allianz Technology Trust Ord (LSE:ATT)

Helium One Global Ltd Ordinary Shares (LSE:HE1)


Vanguard US Equity Index


City of London Ord (LSE:CTY)

Legal & General Group (LSE:LGEN)


Vanguard LifeStrategy 100% Equity


India Capital Growth Ord (LSE:IGC)

Lloyds Banking Group (LSE:LLOY)


Vanguard LifeStrategy 60% Equity


F&C Investment Trust Ord (LSE:FCIT)

Rio Tinto Registered Shares (LSE:RIO)


Fidelity Index World

Pershing Square Holdings Ord GBP (LSE:PSH) 

BAE Systems (LSE:BA.)

These articles are provided for information purposes only.  Occasionally, an opinion about whether to buy or sell a specific investment may be provided by third parties.  The content is not intended to be a personal recommendation to buy or sell any financial instrument or product, or to adopt any investment strategy as it is not provided based on an assessment of your investing knowledge and experience, your financial situation or your investment objectives. The value of your investments, and the income derived from them, may go down as well as up. You may not get back all the money that you invest. The investments referred to in this article may not be suitable for all investors, and if in doubt, an investor should seek advice from a qualified investment adviser.

Full performance can be found on the company or index summary page on the interactive investor website. Simply click on the company's or index name highlighted in the article.