What are the Boring Money Best Buy Awards?
The Boring Money Best Buy Awards have been running for 9 consecutive years.
They are designed to recognise the best investment platforms and providers in the UK across a range of categories - from Stocks & Shares ISAs, pensions, digital investment apps, and customer experience.
We select our winners based on an exclusive combination of our independent opinion, deep dives into technical information and over 22,000 real customer reviews.
At the heart of it all, our Best Buy Awards are designed to champion the voice of the consumer and help you make better, more informed choices about investing.
How we choose our Best Buy LISA winners
Looking for the best Lifetime ISA? We know finding the best LISA for you means balancing costs with decent support, especially since many LISA investors are newer to investing or saving for their first home.
Our analysis digs into 10 different scenarios across 5 portfolio sizes, starting from £1,000 and going up to £50,000. We examine both basic platform fees and what you'd pay for ready-made investment options, because we know not everyone wants to pick their own investments.
But here's the thing - LISAs aren't just about costs. Many LISA investors are taking their first steps into investing or juggling both house deposit saving and retirement planning. That's why we also looked carefully at how well our Best Buy LISA winners explain things, what guidance they offer, and whether they make everything clear and manageable for less experienced investors.
The result? A balanced assessment of the top LISAs on the market - helping you find the best Lifetime ISA provider for your needs.
Best Buy LISA winners 2025
Our Best Buy LISA winners represent the top Lifetime ISA providers in 2025. This year's winners are:
We list providers in alphabetical order.
AJ Bell
In a nutshell
Low cost
May be complex for beginners
Good investment ideas and content
Who is AJ Bell good for?
One of the best options in the UK, this service is suited for people with a little experience, providing lots of supporting information and guidance to support learning and increasingly confident decision-making. Costs are very reasonable and the support for beginners with ambitions to learn makes it a good option for aspiring investors. Not for those who prefer to take a back seat and do the bare minimum though. In terms of charges, AJ Bell is cheap for large portfolios, with no platform fees above £500k, and relatively cheap for smaller portfolios. Plus there’s a wide range of investments to choose from.
AJ Bell Dodl
In a nutshell
Low cost
Mobile-only
Free trading
Who is AJ Bell Dodl good for?
AJ Bell Dodl is a good choice for beginners with smaller amounts to invest who want a good app, low charges, and not too much choice so there’s less chance of getting overwhelmed. More experienced investors may find it a bit bare with limited choice and analytical tools. It’s also app-only, so not suited to those who prefer a desktop interface.
Hargreaves Lansdown
In a nutshell
Excellent service
Established company
Competitive LISA costs
Who is Hargreaves Lansdown good for?
Still one of the best all-rounders, but it is pricey compared to peers. Caps on charges make this very compelling for larger accounts who have listed securities. It's good for Lifetime ISA holders who want to learn with the best. Fees on smaller accounts are not unreasonable value, however, share dealing fees are on the expensive side and the platform charge for fund folders is high.
Moneybox
In a nutshell
Excellent app
User-friendly tools simplify starting and maintaining investments
High platform fees
Who is Moneybox good for?
Moneybox is well-suited to beginners and people who want something simple when it comes to investing. There’s a wealth of educational content to support your choices and its slick and easy to use app is great for people who live on their phones. However, the fees work out a little expensive, particularly for smaller portfolios under £5k.
J.P. Morgan Personal Investing
N.B. Prior to November 2025, J.P. Morgan Personal Investing operated under the Nutmeg Savings and Investment brand.
In a nutshell
Not the cheapest solution in town
Pre-packaged investments
The most established 'robo'
Who is J.P. Morgan Personal Investing good for?
J.P. Morgan Personal Investing is a decent option for less confident investors or those who find investing a bit baffling and could do with a helping hand. There’s a wide range of different investment approaches and a lot of portfolios on offer compared to its competitors. Chase banking customers will also like the integration. Plus, it’s backed by investment banking giants JP Morgan.
Which LISA is best for you?
Are you looking to open a Lifetime ISA but not sure who to turn to? Check our LISA comparison table to see what's out there! Read our full reviews for information on fees and charges, investment range, real customer reviews and more.
FAQs about LISAs
From first-time buyers asking, “Can I use a Lifetime ISA if I'm buying with someone else?” to savers wondering, “How do I make the most of my LISA bonus?” – our community has the answers you need. Dive into our questions archive to find out:
What’s the difference between a Cash LISA and a Stocks & Shares LISA?
How much can I save in a Lifetime ISA each year?
Can I have a workplace pension, a private pension, and a Lifetime ISA at the same time?
