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:
Detailed cost analysis that covers over 20 scenarios across 7 different portfolio sizes, ranging from £1,000 - £300,000. Scenarios include share trading analysis, funds, and ready-made investment solutions
Cost scenarios were based on larger portfolios as average pension pots are larger than ISAs
Detailed cost analysis that covers 18 scenarios across 9 different portfolio sizes, ranging from £1,000 - £750,000. Scenarios include platform administration charges and an all-in cost of investing with a ready-made investment option
Other factors considered included drawdown capability, the presence of any additional pension charges, consolidation functionality and support, as well as plan/wrapper administration.
Detailed cost analysis that covers 14 scenarios across 7 different portfolio sizes, ranging from £1,000 to £300,000. Scenarios include platform administration charges and an all-in cost of investing with a ready-made investment option. Guidance and information for less experienced investors was also considered.
Detailed cost analysis that covers 12 scenarios across 6 different portfolio sizes, ranging from £1,000 - £100,000. Scenarios include platform administration charges and an all-in cost of investing with a ready-made investment option
We also incorporate a custom JISA score, which is based on factors like:
Streamlined account management
Ease of gifting
Non-guardian contributions
Guidance and information support
Factors considered include subjective Boring Money UX testing, feature analysis, App Store/Google Play reviews, and scores from customer reviews on app experience across 2025.
Website, app and feature testing with a focus on beginner needs
Detailed cost analysis that covers 10 scenarios across 5 different portfolio sizes, ranging from £1,000 - £50,000. Scenarios include platform administration charges and an all-in cost of investing with a ready-made investment option
Increased weighting on guidance and UX
Minimum investment sizes and onboarding journeys factored into the process.
This award is more subjective and does not formally incorporate customer reviews. We looked to recognise those platforms which combine features and charges to offer a compelling platform for share traders.
Boring Money researchers reviewed features and functionality with a focus on share trading. 7 different portfolios were assessed for costs, across different sizes and trading patterns. The costs were modelled on listed securities only.
We also considered:
Dealing fees
Choice and range of listed securities available
Access to international markets
Analysis tools available on specific shares
Share-based content
Clarity and distinction between shares and CFDs
This award is assessed with several factors which include input and scores from thousands of customers, as well as in-house research by Boring Money, including:
Scores from 20,000 users about their last interaction with their platform
9 calls to each provider at different times and on different days
Call centre answer & opening times
Customer ratings on service
Customer recommendation scores
Feature analysis including webchat, FAQ sections & secure messaging functionality
Price, range, investment-specific research, shortlists, proxy voting capabilities, filtering tools, and front/back-end detail were all considered, amongst other factors.
Feature testing, investment analysis and tools functionality, quality and range of content, breadth and detail of market updates, innovative features, and back-end research capabilities were all considered, amongst other factors.
This award is purely focused on cost and does not factor in customer reviews or feedback, nor Boring Money feature testing.
Different portfolios were assessed across a variety of sizes, taking into account both platform charges and the total cost of investing in a ready-made solution.
This award is purely focused on cost and does not factor in customer reviews or feedback, nor Boring Money feature testing.
Different portfolios were assessed across a variety of sizes, taking into account platform charges on portfolios invested in funds and shares.
Providers included must offer a decent range of mutual funds and direct access to shares.
This award is purely focused on cost and does not factor in customer reviews or feedback, nor Boring Money feature testing.
Portfolios were assessed across a variety of sizes under the £50k threshold, taking into account both platform charges and the total cost of investing in a ready-made solution.
Scores are weighted to reflect the primary offering of the platform, with greater emphasis placed on administration charges or ready-made solutions, depending on the platform.
This award is purely focused on cost and does not factor in customer reviews or feedback, nor Boring Money feature testing.
Different portfolios were assessed across a variety of sizes, taking into account both platform charges and the total cost of investing in a ready-made solution. We modelled costs for:
£50,000
£100,000
£250,000
£500,000
£750,000
We selected the best options for low-cost advice and planning, focused on people with between £50k and £150k of investable assets.
We considered charges, fee structure, the level of support received by customers, the range of issues that support and advice could be provided on, the quality of help offered to customers, the usefulness of recommendations, whether or not the wider financial situation was factored into the process, eligibility to use the service, and overall ease of process.
Considerations include costs across a range of scenarios, fee structure, range of options, quality of content, investment specific analysis, user experience, and an assessment of the purchasing journey, amongst other factors.
To calculate this award, Boring Money have assessed the following factors:
5-year performance to the end of 2025
Boring Money assessed 3 portfolios per provider, choosing a low risk, medium risk, and high risk option, based on equity allocation, from a range of portfolios offered by the provider
High and medium risk solutions had a greater contribution to the performance score than the low risk solution
The Value For Money category relies entirely on the customer perspective, acknowledging the complex and subjective nature of value. This award is voted by platform users and is not scored or judged by Boring Money. Throughout 2024, we collected a rating from 11,266 platform customers who were asked to score the platform they used for Value For Money out of 10.
Boring Money evaluates workplace pension providers using a balanced four-pillar rating system: Customer Reviews (we examine feedback from Google, Trustpilot, and our own platform to gauge real user satisfaction), Service Quality (we test apps, customer support, and complaint handling firsthand), Performance (we analyse 1, 3 and 5-year investment returns compared to market quartiles), and Fees & Charges (we calculate total costs including hidden fees against market benchmarks). We also look at longevity and corporate backing to ensure we are working with solid, established businesses.
