Interactive Investor

The UK's most trusted investment platform.

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What makes ii the UK’s most trusted investment platform?

We have over 18,000 5-star Trustpilot reviews - that's more 5-star reviews than all of our direct competitors combined.

How do we know we are the  UK's most trusted investment provider?

We teamed up with the independent research company, Investment Trends, to establish the UK's most popular investment platforms.  We then looked at how they compared to ii.

We explored whether they offer non-advised services and products, like ISAs and SIPPs, which helped us identify our direct competitors. Then, we compared their reviews on Trustpilot to see how they stacked up against ii.

Data gathered May & July 2022

How do we measure up? 

We found that based on over 22,000 reviews, ii has more than 18,000 5-star reviews and more 5-star reviews than any of our  direct competitors collectively. Just take a look at the results below.

ProviderTotal scoreRatingAmount of reviews5* %Total number of 5* reviews
interactive investor 4.7Excellent22,80781%18,561
AJ Bell4.7Excellent4,19975%3,155
Hargreaves Landsdown4.1Great8,18059%4,809
Halifax Share Dealing1.4Bad1657%11

Source: Trustpilot Date: 02/08/23

In fact, 89% of our reviewers gave us a positive review*. The highest score out of all the competitors we researched. 

Only 9% gave us a negative review**, which is the lowest of all compared companies.

Giving ii an overall Excellent Trust score of 4.7, which is the highest compared to our direct competitors.

*Based on percentages of 4 and 5-star reviews, considered a 'positive review' by Trustpilot
**Based on percentages of 1 and 2-star reviews, considered a 'negative review' by Trustpilot

Why Trustpilot?

Trustpilot is an independent review platform whose purpose is to help you find companies you can trust. They host a place for customers to share their experiences with other potential customers. Anyone can post a review, and Trustpilot are a neutral party throughout the process.

Trust scores and ratings are based on several factors in addition to reviews: how long the company has been on the site, if positive and negative feedback from customers is actively invited and what most recent feedback indicates. Altogether this gives an accurate, up-to-date representation of who we are, what we do, and shows how we're responsive to customers both on Trustpilot and held accountable not only the regulations of industry but also our own code of conduct.

Their Content Integrity Team gives equal treatment to businesses that use Trustpilot for free and those who subscribe to the services. They do not allow companies to pay, delay or remove unwanted reviews, and use software to ensure all reviews are genuine. So, you can trust that all our reviews are authentic, and our ratings are accurate.

To find out more about how Trustpilot maintains the integrity of reviews and how they score businesses, their 2022 transparency report can be viewed here.

How do we handle our negative reviews? 

We ask all our customers to share their experiences with us, whether positive or negative. We want to hear your feedback as this helps us continually improve your experience with us.

Since 2016, ii has responded to and acted on 96% of our negative reviews on Trustpilot. We put our customers at the heart of our business and use Trustpilot as a tool for customers to communicate with us. We listen and are committed to improving our service to better meet our customers' needs.

Don't just take our word for it.

We have also won some significant awards.

ii recently won the Investor Chronicle Investment Platform of The Year Award, along with Best Low-cost SIPP Provider and Shareholder Rights Champion Of The Year, 2022.

These awards recognise organisations that have made a positive contribution to the UK investment industry in the last 12 months. Voted for by readers and based on strong performance, good ethical practice, and excellent customer service. 

ii has also charted in the ADVFN International Financial Awards, Boring money Best Buys 2022 and is a Which? Recommended pension provider.

Take a look at all our award wins here

Why trust ii with your investments?

We have been helping investors for over 25 years. We are now the UK's biggest flat-fee investment platform, with assets under administration of over £50billion and over 400,000 customers who already trust us with their investments.

We offer a flat monthly subscription, meaning you keep more of your money, and we provide a secure FSCS-protected place for your pensions, ISAs and investments.

We offer a wide choice of over 40,000 UK and international investment options, including shares, funds, trusts and ETFs.

We also bring you impartial, expert content from our award-winning financial journalists, community of investors, and daily newsletters with insights to support your investment journey to help you achieve your financial goals.

Join us today and take control of your financial future with award-winning, great value investing.

The value of your investments may go down as well as up. You may not get back all the money that you invest. If you are unsure about the suitability of an investment product or service, you should seek advice from an authorised financial advisor. The value of international investments may be affected by currency fluctuations which might reduce their value in sterling