Holly Mckay
Holly MackayFounder and CEO
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    Home • About Boring Money • How we make money

    How do we make money?

    Written by Boring Money

    10 Feb, 2026

    We generate revenue through three main channels: research services, content creation, and website partnerships.

    We work with many of the investment providers we also write about and rate. We think it's important you understand exactly how that works, and why it doesn't change what we say about them.

    Our ratings, Best Buy Awards, and comparison tables are produced independently by our editorial and research team. A provider paying us for a research project or appearing in our sponsored content has no influence on the score they receive or their placement in our tables. The two activities are kept completely separate. You can read exactly how our ratings are calculated here.

    Our tables include all major UK investment platforms that meet our coverage criteria, not just those we have a commercial relationship with. Some platforms in our comparisons have never paid us a penny to feature in our comparison tables. That's deliberate. If we only showed you providers who paid us, we'd be useless to you.

    Research & consultancy

    We provide valuable insights to the investment and pension industry through comprehensive data collection and expert analysis. This includes:

    • Performance metrics and asset management data from providers

    • Customer feedback, ratings, and reviews

    • Reader surveys and broader national polling

    These insights help providers understand their market position, customer preferences, and areas for improvement.

    Content creation

    Our expertise in making financial information accessible leads to several revenue streams:

    • Writing engaging website copy for financial companies

    • Developing video scripts and infographics

    • Speaking engagements and media contributions from our Founder & CEO Holly Mackay

    • Articles in national publications

    Website partnerships

    We maintain transparency in our commercial relationships through clear visual indicators:

    • Orange buttons signal when we receive introducer fees for account sign-ups

    • Sponsored content is clearly marked and is usually focused on educational value rather than product promotion

    Our commitment to transparency means we use orange highlighting and clear sponsor tagging throughout the site to indicate any commercial arrangements.

    No. Our comparison tables include platforms regardless of whether they have a commercial relationship with us. Whether a provider pays us for referrals, research, or content has no bearing on whether they appear or how they are scored. Our methodology page explains how scores are calculated; the process is the same for every provider.

    We are talking to you about your money - any investment firm we say we like, we like. And we would say that to our sisters, our friends, our kids’ teachers... We don’t just say nice things about people who we think will pay introducer fees. As well as not being spivvy, this makes commercial sense. If you trust us, you’ll read our stuff and we’ll be relevant. If you don’t trust us, you won’t visit the site and we’ll just disappear. If you're more cynical, you can always filter the tables by other investors’ reviews and use this as your sense check.

    Holly MackayFounder & CEO of Boring Money

    We also do B2B work, research, data, and consultancy for many of the same firms that appear in our consumer comparisons. We know that could look like a conflict of interest, so we want to be explicit that we keep our two business streams independent. A provider can commission a research report from us on a Monday and receive a lower score in our Best Buy Awards on Friday. It has happened.

    Just to be squeaky clean and transparent, here is a list of firms that have been invoiced by us over the last six months for research or content projects that we run for the industry. Logo, sponsorships, and affiliate revenues are included separately as these are highlighted and visible on our site:

    Fidelity Investment Management Limited
    Vanguard Asset Management Limited
    Lloyds Bank PLC
    HSBC
    Wealth Wizards Limited
    AJ Bell Business Solutions Limited
    JP Morgan Personal Investing
    NatWest Group
    Quilter Business Services Ltd
    Aviva
    Interactive Investor Services Limited
    Hargreaves Lansdown Asset Management Ltd
    Quilter Invest Limited
    Benchmark Capital
    Barclays Bank Plc
    Lloyds Banking Group
    JP Morgan
    The Investment Association
    Invesco UK Ltd
    St James's Place
    Capital International Limited
    Aberdeen ITs
    Walk In The Gate
    Penfold Technology Ltd
    Killik & Co
    IG Index Limited
    Allianz Global Investors UK Limited
    Alliance Witan
    Finextra Research Limited
    Telegraph Media Group Holdings Limited
    Chip Financial Limited
    MFM Investment Ltd
    Allianz
    We Are Just
    Baillie Gifford
    Royal London
    Freetrade Limited
    NuWealth Ltd
    Rathbones Investment Management
    M&G Plc
    L&G Investment Management
    Schroders ITs
    Lansons Communications Holdings Ltd
    Schroders Personal Wealth
    Broadridge Analytics Solutions Limited
    Lightyear Financial Ltd
    XTB Limited
    Silverbean Ltd
    Unbiased
    Polar Capital Technology Trust
    Wholesome Financial Planning
    Northcap Wealth Ltd
    Minos Wealth Planning Ltd
    Meliora Financial Planning
    Money Farm

    Important stuffHolly and the team have worked in the finance industry for many years but we are not regulated to give you personal financial advice. For every story on this website about a good investment, or something which went up by 10% or made someone £200, we could also share a story about a bad investment, something which fell in value or lost someone £200. We aim to provide general information and pointers – and btw we are totally agnostic about which providers you might pick – but if you have complex affairs, want personalised advice or need specific recommendations, please look at advice pages and see if regulated digital or traditional financial advice would be the best solution for your needs. Boring Money Ltd is a limited company registered in England and Wales under registration number 09459832 and we have our registered office at 10 Lower Thames Street, London, England, EC3R 6AF.
    InformationHistorically, money invested for more than five years grows more than cash savings. Remember that investments can also fall, so you might not get all of your money back. Tax treatment depends on individual circumstances and may change.
    Boring Money Ltd is a limited company registered in England and Wales under registration number 09459832 and we have our registered office at 10 Lower Thames Street, London, England, EC3R 6AF.