Investing means putting your money into assets with the goal of growing it over time. These assets—like stocks, bonds, real estate, or funds—can either increase in value or generate income. Unlike saving, which keeps your money safe but often grows slowly, investing carries some risk but offers the potential for higher rewards.
Every investment carries risk. Generally:
Finding the right balance depends on:
Investing doesn’t have to be complicated or intimidating. With patience, discipline, and the right strategy, anyone can grow their wealth over time. The key is to start—no matter how small—and stay committed to your financial future.
| Feature | Why It Matters |
|---|---|
| Regulation & Protection (FCA, FSCS, etc.) | Your money needs to be safe and legally protected. |
| Fees (trading fees, currency conversion, subscription, account-maintenance) | Costs eat into your returns. Low fees are especially important for smaller portfolios. |
| Range of Assets & Accounts | Shares, ETFs, funds, ISAs, pensions, etc. More choices = more flexibility. |
| User Experience & Tools | Good UX, mobile app design, research tools, charting, customer support. |
| Minimum Investment | Some platforms let you start with very little; others require more capital. |
| Other Features | Fractional shares, tax wrappers (ISA/SIPP), ready-made portfolios, social/copy-trading, savings-investment integrations, etc. |
Here are strong contenders, with pros and cons.
| App | What Makes It Great | Things to Watch / Limitations | Best For |
|---|---|---|---|
| Freetrade | Very low-cost (commission-free) trading for UK & US shares & ETFs; easy UI; fractional shares for US stocks; supports ISAs & SIPPs. trustintelligence.co.uk+3Good Money Guide+3MoneyWeek+3 | FX (currency conversion) charges can add up; somewhat more limited advanced tools & research compared to full-service brokers. Good Money Guide+2trustintelligence.co.uk+2 | Beginners or those with smaller amounts who want to minimise costs and just get going. |
| Trading 212 | Broad range of investments; commission-free trading in many markets; good app features. Good for both active and long-term investors. trustintelligence.co.uk+2MoneyWeek+2 | Some features geared at more experienced investors; watch out for fees on non-standard trades or FX; the app may be less deep in research than big legacy brokers. MoneyWeek | People who want flexibility, low cost, and access to a wide variety of markets. |
| eToro | Social / copy trading (following others); supports multiple assets including stocks, ETFs, possibly crypto; friendly interface. Investing in the Web+2Good Money Guide+2 | FX conversion or spread fees can sometimes be high; some features might have extra costs; not always the cheapest for passive long-term investing. Good Money Guide+1 | Investors who like community, want to learn by observing others, or want a variety of asset classes in one place. |
| Plum | Great for beginners; very low minimums; has automated features (“round-ups”, savings/investment automation); simple funds & portfolios. Find IFAs & Financial Advisers+1 | Not as many advanced trading tools; fewer choices of individual stocks than full brokers; performance / fees of funds matter. MoneyWeek | Those who want “set-and-forget” investing, small regular amounts, minimal fuss. |
| Nutmeg / Wealthify | Managed portfolios: you pick a risk level, and they do the investment allocation for you; good if you want help rather than doing everything yourself. MoneyWeek+1 | Management fees can be relatively higher; less control of individual investments; may be slower to adapt large sums or very custom strategies. MoneyWeek | People who prefer not to pick individual stocks, want diversified portfolios built for them. |
| Hargreaves Lansdown | Very established; huge range of funds, shares, ISAs, pensions; very good research tools; lots of investor education. MoneyWeek+2Good Money Guide+2 | Higher fees than many newer apps, especially for smaller or infrequent trades; more complex for total novices. MoneyWeek+1 | More experienced investors, or those with larger portfolios who want breadth and depth. |
| AJ Bell | Also well-established; good range of accounts & investments; strong reputation. MoneyWeek+1 | Fees can be higher for some services; perhaps not as sleek-oriented for novices as some fintech apps. | Investors looking for reliability, good customer service, full-featured accounts. |
| Interactive Investor | Flat fee structure; broad market access; good tools; many account types. Investing in the Web+1 | Flat fees make it more costly for small portfolios; interface/features may feel more “professional” – steeper learning curve. | Those with larger portfolios who want comprehensive service. |
Here are suggestions depending on what you care about most.
| What You Prioritise | Apps to Start With |
|---|---|
| Lowest possible fees / minimal costs | Freetrade, Trading 212, Lightyear (if available) |
| Beginner + automation + “set-and-forget” | Plum, Nutmeg, Wealthify |
| Lots of research / tools / professional features | Hargreaves Lansdown, Interactive Investor, AJ Bell |
| Social / copy-trading / more fun / multiple assets | eToro |
| Small monthly contributions, gradual build-up | Plum, Moneybox, Freetrade |
| Platform | Typical Monthly / Platform Fee | Trading / Dealing Fees | FX / Currency Conversion Fees | Account Types (ISA, SIPP etc.) | Best For / Caveats |
|---|---|---|---|---|---|
| Freetrade | Several tiers: Basic / Free (no monthly fee), Standard (~£4.99/month), Plus (~£9.99/month). Freetrade Pricing | UK stocks: commission-free; US & EU stocks also commission-free under all plans. BrokerChooser Fees Review | Basic: ~0.99% FX fee; Standard ~0.59%; Plus ~0.39%. Freetrade Help Centre | General Investment Account, Stocks & Shares ISA; Plus plan gives access to SIPP. Account Types Info | Very good for beginners or smaller portfolios. Fixed subscription makes fees predictable. FX fees can eat into returns if trading many non-GBP assets. |
| Trading 212 | No platform / account-holding fee (no inactivity/management fees). Unbiased Comparison | Commission-free trading on shares & ETFs. More on Trading 212 | FX approx 0.15% — much lower than many rivals. Financial Interest Review | General Investment / ISA; restrictions may apply. SIPP not always offered. StockBrokers.com | Great for low-cost, frequent traders, or those investing small amounts often. Attractive FX rate helps for overseas stocks. Less premium services/research than incumbents. |
| Hargreaves Lansdown (HL) | No monthly fee for share dealing; ~0.45% annual fee on funds/shares. Unbiased Overview | ~£11.95 per trade (0–9 trades/month); £8.95 (10–19 trades); £5.95 (20+ trades). Freetrade Blog | ~1% for first £5,000 non-GBP trades. Financial Interest | GIA, ISA, SIPP; wide range of funds, shares, trusts. Account Options | Great for investors who want breadth, research, and service. Higher costs for small portfolios; better value at scale. |
| eToro | No platform fee; withdrawal/inactivity fees apply. Investors Centre Review | 0% commission on many stocks; fees apply on CFDs/other markets. Trading Fees Info | ~0.70% FX fee (higher than rivals). Currency Conversion Details | GIA, ISA (varies), ETFs, global stocks, copy-trading/social features. StockBrokers.com Comparison | Good for social trading, multiple assets, and small regular investing. Costs from FX/withdrawals/inactivity can add up for passive long-term investors. |
Yes — provided they’re regulated by the UK’s Financial Conduct Authority (FCA). FCA-regulated platforms must keep client money separate and often have FSCS protection (up to £85,000) in case of firm failure. Always double-check an app’s regulation before signing up.
Yes. Investing always carries risk. Your investments can go up or down, and you may get back less than you put in. Diversification and long-term investing help manage risk, but losses are always possible.
It depends on your goals:
Investing apps have made it easier than ever to grow your wealth, whether you’re a complete beginner or a seasoned investor. The best app for you will depend on your budget, goals, and style of investing. If you want control and low costs, a DIY app might be best. If you’d rather automate and let experts do the work, a robo-advisor could be the way to go.
Whichever route you choose, the most important step is simply getting started. By investing consistently, keeping fees low, and staying focused on the long term, you can make your money work harder and build a more secure financial future.
