The UK's most trusted investment platform.

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

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 (Self-Invested Personal Pension), which helped us identify our direct competitors.  Based on this we determined our direct competitors to be AJ Bell, Hargreaves Lansdown, Vanguard, Fidelity, and Halifax Share Dealing. 

Data gathered March & May 2022 

Then, we compared their reviews on Trustpilot to see how they stacked up against ii.

We found that based on over 25,000 reviews, ii has more 5-star and 4-star reviews than any of our direct competitors collectively.

Source: Trustpilot Date: 25/02/25

In fact, 90% of our reviewers gave us a positive review* and only 8% gave us a negative review** giving ii an overall Excellent Trust score of 4.7.

*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 are based on several factors, not just reviews, including the time a company has been on the site, if they are actively seeking positive and negative reviews from customers and what the most recent reviews indicate. Giving an accurate, up-to-date representation of how each company is doing.

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 to delay or remove unwanted reviews and apply software to ensure all reviews are genuine. So, you can trust that all our excellent 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 latest 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 it's positive or negative. We want to hear your feedback as we value your views, this helps us continually improve your experience with us.

Since 2016, ii has responded to and acted on 100% 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 has received: 

• The Times Money Mentor Awards 2024 'Best Stocks and Shares ISA' (October 2024)
• Boring Money Best Buy Awards 2025: 'Best Buy ISA', 'Best Buy Pension' and 'Best for Customer Service', and winner of the 'Consumer Choice Award'
• Which? Recommended SIPP Provider for the 3rd year running (July 2024)

Why trust ii with your investments?

We have been helping investors for over 30 years. We are now the UK's biggest flat-fee investment platform, with assets under administration of over £70 billion and over 430,000 customers that already trust us with their investments.

Our flat monthly fees mean you can keep more of your money, and we provide a secure FSCS-protected place for your pensions, ISAs, and investments.

We offer one of the widest choices of UK and international investment options on the market, including shares, funds, trusts, and ETFs (exchange traded funds).

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