Is True Potential Investor good for investing?
Independent review by Boring Money
4 Jan, 2025
Investment expert’s opinion
True Potential is a large financial advice firm that offers DIY solutions to investors as well. Their portfolios offer customers the ability to outsource investment decisions. They are pricier than many because they use other managers under the bonnet, so there are a few mouths to feed. There are some nice in-app features such as Impulse Save, Rewards, and short market video updates in the morning. This is a very innovative firm and I'd like to see more from them. It's nice enough but doesn't stand out for any compelling feature.
*This is the view of investment expert Holly Mackay based on her first-hand customer experience as a test account holder. This does not constitute regulated advice. You can read more about Holly's investments here.
Who is True Potential Investor?
True Potential Investor’s parent company, True Potential Group, was founded in 2007. Its financial services expertise enables it to work with around 20% of the UK’s financial advisers and provide products and technology to over 1.4 million customers. True Potential Investor, the investment platform we’re discussing in this review, was launched in 2011 with the core aim to “maximise your returns, reduce your risk and make your money do more.” One of its main features is its world-first impulseSave® technology, which allows you to invest in seconds from as little as £1 - since its launch, over £100m has been invested this way with 33% of top-ups under £10. For context, it was traditionally the norm to commit larger lump sums to an investment account rather than to make deposits little and often.
Who is True Potential Investor good for?
True Potential Investor is a good fit for less confident investors or employers at small firms who want to set up a digital pension scheme for their employees. Those who value content and apps above low charges will also be satisfied. However, there are no ESG options and the charges can become expensive for the actively managed portfolios.
Pros and cons
Still not quite sure if True Potential Investor is right for you? We’ve broken down the main pros and cons of investing with True Potential in the table below. Take a look for a bird’s eye view of the key takeaways.
Investments
True Potential Investor has a range of ten ready-made portfolios to choose from across three different investment styles. Those cover their core Portfolios, +Portfolios and Income Portfolios.
Portfolio Name | Defensive | Cautious | Balanced | Growth | Aggressive |
What is it? | Described as the lowest risk. Aimed at investors who are comfortable with lower long-term returns in exchange for smaller and less frequent price movements. | Described as low risk. Aimed at investors who are looking for more stable investments, even if that means potentially accepting lower returns in the long-term. | Described as medium risk. Aimed at investors who feel that the safety and stability of their investments and their potential for returns are of equal importance. | Described as high risk. Aimed at investors who may be willing to accept a high risk of short or medium-term loss in order to achieve better returns in the long-run. | Described as the highest risk. Aimed at investors who are comfortable with prioritising long-term returns over short to medium-term losses. |
Timeframe | Better suited to shorter timeframes. | Better suited to mid-term timeframes. | Better suited to 5 years+. | Better suited to 7 years+. | Better suited to 10 years+. |
You can read more about what investment risk is and find out how much is right for you here.
Note that True Potential Investor users are restricted to these portfolios – you can’t pick your own individual funds or shares.
Accounts
Stocks & Shares ISA | Pension (SIPP) | General Investment Account (GIA) | Lifetime ISA | Junior ISA |
✔ | ✔ | ✔ | X | ✔ |
Fees and charges
The cost of investing with True Potential Investor is typically around 1.23% per year, including the flat annual service fee of 0.40% for all accounts. This makes True Potential one of the more expensive providers on the market. The table below explains the charges in more detail.
Fee type | Amount |
Service fee | 0.40% |
Product costs | 0.66% - 0.78% depending on the portfolio you choose |
Transaction costs | Typically around 0.05% |
Customer reviews
True Potential Investor customers are generally positive about its “slick” website, ease of use, attentive customer service and “lots of information” provided on a regular basis. However, some reviews indicate disappointment with comparatively high fees and recent performance – although this is unlikely to be specific to True Potential Investor and has been reflected in reviews for other providers on the market as well.
Your opinion matters!
Leave a review for True Potential
05 December 2025
Good customer service and returns. Costs not excessive.
04 December 2025
The company is fairly transparent and it is easy to access your information.
03 December 2025
They provides a clear, unified dashboard for clients to see all their investments.
Most asked questions
Is True Potential Investor safe?
True Potential is authorised and regulated by the Financial Conduct Authority (FCA). If a fund fails due to fraud or mismanagement, you may be eligible for compensation from the Financial Services Compensation Scheme (FSCS). The FSCS protection is capped at £85,000 per person, per fund manager (not per individual fund). However, if your investments lose value due to normal market conditions or your investment choices, this is part of the normal risk of investing and is not covered by FSCS compensation.
How to withdraw money from True Potential Investor
If you have a Stocks & Shares ISA or General Investment Account, you can withdraw funds from your account at any time on the website or in the app. Note that it takes around 10 working days in most cases to sell investments within these accounts and transfer the money to your bank. If you have a SIPP, however, you can only withdraw cash once you are 55 or older.
Is there an exit fee for True Potential Investor?
No, True Potential Investor does not charge exit fees for any of its accounts.
Does True Potential Investor have an app?
Yes, True Potential Investor has an app. It allows you to track performance over time, quickly add money to your account and set personal financial goals. The information is displayed clearly and vibrantly, with nice touches of colour. However, in our testing we have found it to be slow at times and susceptible to the occasional crash. You can download it on the Google Play Store and App Store.
Glossary
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All information in this review correct as at 01/01/2024.
