For investment platforms to be the best, they have to beat the best. Or, at least, compete with the best. But to do that, it's important to know who the best is and why people love them so much.

To help investment platforms do just that, our Modern Investor Pulse survey asked over 3,000 highly engaged modern retail investors which platforms they favor and what matters to them when choosing which one to use. 

The UK’s top three are here (in no particular order) along with a look at why modern retail investors love them so much. 

Get in touch to see the full table and find out where your platform ranks.

Trading 212

Trading 212 was one of the first movers to provide no-commission trading in the UK, so it’s little surprise that the 212 folks are most interested in its low fees. Built into 212’s slick mobile-first user experience is an educational offering that includes the ability to learn to trade via a demo account. 

Another important factor was the breadth of stocks and assets classes on offer. Trading 212 offers equities, CFDs, as well as a strong supply of ETFs and leverage that allows users to short stocks and trade futures. 

Interactive Investor (ii)

An important factor for users of ii are low fees, with ii’s flat-flee subscription model clearly appealing. The breadth of assets was an important factor, in addition to being credible and trustworthy and access to a community. 

A combination of all of these factors is visible across the platform. There are five model portfolios for customers to copy, while ii has its ‘ii Super 60’ list of funds to aid fund selection. Elsewhere, it provides nudges for governance updates, curated forums, provides analysis on new company listings, and notifies users if there’s a major shareholder event at one of their portfolio companies.

Hargreaves Lansdown (HL)

A major factor HL customers consider when choosing a platform is being ‘credible and trustworthy’ – something that comes with the territory when you’ve been around almost half a century. 

While newer platforms can’t magic up 42 years of experience, they can take note of how HL tops up that trust with balanced and impartial social and web content that guides investors through its vast range of investment opportunities. The breadth of those opportunities is another important factor among HL customers and includes access to 2,500 funds, shares, bonds, ETFs, and investment trusts, alongside a range of ISAs and pensions products. 

Find out where your platform ranks