Holly Mckay
Holly MackayFounder and CEO
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Our methodology

4 Feb, 2025

Investors have a huge number of options when choosing where to invest and which products to buy. Our annual Best Buy Awards were established in 2018 to help them see the wood for the trees and choose the best home for their money.

What are the Boring Money Best Buy Awards?

For nine years, the Boring Money Best Buy Awards have been recognising the best investment providers in the UK.​

Our awards are the result of months of independent research, including 40+ live accounts, hours of call centre testing, rigorous cost analysis from our team of in-house analysts, and over 27,000 real customer reviews - all to determine the very best providers on the market.

​Featured in ads on the tube, on brand homepages and even in national press, our Best Buy Awards are recognised by the industry and investors alike as a badge of honour for the providers who win our hard-won seal of approval.

How do we choose our winners?

The Boring Money Best Buy Awards take our in-house team of analysts over 3 months to research and collate to recognise all-round excellence.

They are compiled using a range of criteria which we believe represent a comprehensive customer experience. These include:

  • Over 27,000 customer reviews

  • Website analysis and logged-in testing from our live test accounts

  • Feature testing across a wide range of criteria

  • Detailed cost analysis for different portfolio sizes and trading assumptions

  • Customer service testing for call centres and support

  • The view of our Founder & CEO and investment expert, Holly Mackay

  • Customer ratings on value, service, and website/app experience

  • Size and longevity of the platform in the market

Explanation of components

  • Front-end testing: Multiple analysts from the BM team conduct a thorough review of the brand’s website as a prospective customer sees it, rating a provider on various metrics, including navigation, guidance, tools, clarity, and engagement.

  • Back-end testing: This focuses on the logged-in experience and includes an assessment of how portfolio performance is presented to customers, ease of accessing key documents, and the analytical functionality each provider offers.

  • Feature testing: BM analysts look at over 25 features that an ideal investment provider should have (determined by our research & consumer feedback) and assess each provider on this metric.

  • Holly Mackay's score: Our Founder & CEO, Holly Mackay, reviews every platform and gives a score from her perspective as a market-expert and primary test account holder.

  • Customer ratings: Platform customers’ provider ratings for components of value, service, and website/app experience (as provided to us via our Platform Investor Tracker surveys or directly via our provider review pages).

  • Cost score: BM analysts run through a series of cost scenarios with a range of inputs, factoring in various portfolio sizes and trading frequencies.

  • Call centre analysis: BM calls each provider multiple times and provides a score based on answer waiting times. These calls are conducted across multiple days and are evenly spread throughout the day. BM also assesses the opening hours for the call centres of each provider.

  • Investment range: BM assesses the range of investment types offered by each provider, covering funds, shares, ETFs, Investment Trusts, and Ready-Made Solutions.

  • Size and longevity: BM determines a score for each provider based on the size and longevity of the provider in the market.

Providers need at least 100 reviews to be awarded a Best Buy in this category.

For pension related awards providers with no drawdown functionality were not eligible to win an award.

Our rating criteria illustrated

The image below illustrates how the different criteria are used in different weightings to judge the winners of our Best Buy Awards.

Additional rating criteria by category

Our Best Buy awards are judged with relevant criteria that differ based on the wrapper and award. Some of the adjustments and specific factors we've considered for our awards can be found below: