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True Potential

True Potential

What we say


Holly's View

Holly has accounts with all the providers on our website and independently reviews all of them.

This is a good option for a mobile-friendly ready-made ISA for people who want help and support. The fees are OK – not the cheapest for this type of service but still OK. A questionnaire does the heavy lifting and you’ll stay in touch with a nice app and investments which performed pretty much as you’d expect in 2019. Nicely laid out & designed. Not for those who want to choose their own and trade.

Holly MackayHolly Mackay
Holly MackayFounder and CEO of Boring Money

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Overall Summary

Best Buy 2021

  • Best For Digital ISA

Ease of use

The site has a clear dashboard and is mostly jargon-free but more detailed signposting could better guide the end user. The trading and valuation screens work well.

The onboarding process provides customers full access to the information they need, with personal details only required at the end – a rare feat.

Mobile & Apps

True Potential's app allows you to track performance over time, quickly add money to your account, set personal financial goals and manually link assets and liabilities to have an overview of your net wealth. The information is displayed clearly and vibrantly, with the touches of colour a welcome change. The app is improving over time and is rated an impressive 4.3 on the App Store. However, in our testing we have found it to be slow at times and susceptible to the occasional crash.

Behind the scenes

Unlike many, what you see on the public site is mirrored largely on the secure site. It’s clear and straightforward. There are some nice additional features like ‘Impulse Save’ which enables top-ups.

Your investment portfolio will be a blended composite of different big brand investment funds and at all in costs of 1.2% ish it’s at the top end of mid range on costs. No ability to pick different fund or trade shares.

Investment Choice


  • Stocks and Shares ISA

  • Pension

The Geeky Details

Provider details

True Potential Investor offers straightforward options, guiding people through a few questions to determine their risk profile and help them to choose one of five managed portfolios. You’re restricted to these portfolios – users can’t pick their own individual funds or shares. It's a good slick digital service with a decent app. We like it.

The investments they use are 'actively managed', which makes them a bit more expensive than some others. But if they do their job, they should return more (although that's not a certainty!). Costs are around 1.2% all-in, so about £12 per year on each £1,000.

The parent company – True Potential – is a significant group in the advice market, offering financial advice and providing technology to financial advisers.

Important Facts & Figures

Provider Size:

Parent company administers significant investments for financial advisers

Minimum amounts:

£1 minimum initial amount