Boring Money Best Buys 2021: our winners revealed and rated

For Complet article .png

During a year unlike any other, there is a quiet sense of reassurance from routine. In the wind up to ISA season, team Boring Money has been putting the investing industry through its paces. We have been busy testing call response times, timing investment journeys, assessing trading, contending lost passwords, questing for tax certificates – you name it, we’ve done it. All in service of our the 2021 Best Buys. 

 

The stamp of approval from customers and experts

Our Best Buy awards honour the cream of the investment industry crop, based on a combo of customer ratings and reviews, the opinions of our resident experts, and a boffin-heavy banquet of statistical analysis.

We invest in over 30 test accounts with investment platforms and robo advisers, giving us a unique insight into how providers compare across the services they provide. And thanks to readers like you we can include in our assessments over 3000+ reviews of the providers you use.

Only the very best investment providers get to be a Boring Money Best Buy, and they tend to parade their achievement around like a kid with a Blue Peter badge. Over the years we have seen our award logos appear in magazine ads, company home pages, and billboards on the underground. Because these providers know what we know: that your opinions matter.

So without any further ado…

 

Best investment platforms for ISAs and Pensions 2021


Best Buy ISAs 2021

• AJ Bell Youinvest
Moneybox
Nutmeg
Vanguard
Wealthify

Why did they win? See the details

 

Best Buy Pensions 2021

AJ Bell Youinvest
Fidelity
Hargreaves Lansdown
PensionBee
Vanguard

Why did they win? See the details

 

"These are the key Awards we give out in any one year. They identify the best all-rounders; the providers we consistently feel offer good value, fair prices, strong service and easy to use websites and / or apps. As well as our view, we are increasingly giving weight to the customer voice and investor ratings are a fundamental part of the process. Our Best Buys are a solid stamp of approval from both us and retail investors. However, we also know that people have specific needs and priorities so our other awards may help investors to find the best option for any given niche or priority. We hope these help you to find the right home for your money.

Holly Mackay, CEO of Boring Money

 

 

Best for Beginner Investors and Sustainable Investors

We’re always looking for ways to simplify your options and help you make better choices, so this year we’ve added new categories to our Best Buys.

 

Best for Beginner Investors - ISA

AJ Bell Youinvest
Charles Stanley Direct
Fidelity
Moneybox
Nutmeg
Vanguard
Wealthify
Willis Owen

Why did they win? See the details


Best for Beginner Investors - Pension

AJ Bell Youinvest
Aviva
Fidelity
Hargreaves Lansdown
PensionBee
Vanguard
Willis Owen

Why did they win? See the details


Best for Sustainable Investors - ISA

• AJ Bell Youinvest
The Big Exchange
Interactive Investor
Nutmeg
Wealthify

Why did they win? See the details

 

Best for Sustainable Investors - Pension

• AJ Bell Youinvest
Interactive Investor
Nutmeg
PensionBee

Why did they win? See the details

 

New: Best for Low Cost, Digital Experience and Customer Service

We’re always looking for ways to simplify your options and help you make better choices, so this year we’ve added new categories to our Best Buys.

 

Best for Low Cost - ISA

The Boring Money team modelled a number of different circumstances across multiple portfolio sizes and scenarios.

Winners of the Boring Money Best for Cost – ISA 2021 award are:

AJ Bell Youinvest
evestor
IG Smart Portfolios
Halifax Sharedealing
Interactive Investor
Vanguard

Why did they win? See the details


Best for Low Cost - Pension

As with ISAs, the team tested models of various portfolios based on differing sizes, holdings and trading levels in the pension wrapper. 

Winners of the Boring Money Best for Cost – Pension 2021 award are:

AJ Bell Youinvest
Fidelity
• Halifax Sharedealing
Interactive Investor
Vanguard

Why did they win? See the details


Best for Digital - ISA

The mobile and digital user experience is more important than ever to investors. We have given awards for ‘Best for Digital’ to those with market-leading desktop and mobile experiences.

Winners of the Boring Money Best for Digital – ISA 2021 award are:

Freetrade
Hargreaves Lansdown
Moneybox
Moneyfarm
Nutmeg
True Potential 
Wealthify

Why did they win? See the details


Best for Digital - Pension

Winners of the Boring Money Best for Digital – Pension 2021 award are:

Hargreaves Lansdown
PensionBee

Why did they win? See the details

Best for Customer Service

This is a new award in 2021. Customer service was put under pressure in 2020 as providers had to shift to home working and trading volumes soared. These awards are given to those providers with high customer scores of our specific ‘Service’ category and based on our testing of call centres and support

Charles Stanley Direct
Moneybox
Moneyfarm
PensionBee
Wealthify
Willis Owen

Why did they win? See the details


What goes into deciding who wins our Best Buys?

When considering which providers are ‘the best’ we consider multiple factors. From cost structures to call centre answer times, service to communications, comms to apps, we look under every rock so you don’t have to.

You can see how the main parts come together in the diagram below. We won’t get into all the nitty gritty (the spreadsheet alone would take a dissertation to unpack) but you can read up on some of the details here.

“Customer ratings and reviews form a large part of these awards – 30% of the score comes from the end user. This is the purest way of gauging the customer experience and including the value question alongside the more frequently analysed price issue.”

Holly Mackay, CEO of Boring Money

 

 

 

BMfund.png

Launching the Boring Money Fund – the wisdom of our crowd

We asked what your ideal fund would look like in 2021. 350 of you gave us a detailed breakdown of regions and sectors, and we've turned them into the Boring Money Fund. Tada!

Launching the Boring Money Fund – the wisdom of our crowd

Untitled design (9) (1).png

Holly's Blog: Best Buys 2021!

This year the Boring Money team have been working away behind the scenes to bring you what we think are the cream of the crop in 2021. We consider customer reviews, fees, service levels, the websites, apps and more in what is an extremely robust, independent analysis of the market.

Best Buys 2021!

PensionPlanners2.png

Pension Planners: Meet the experts

Answering your pensions questions for our new Pension Planners tribe, these are the pros in the know about retirement saving.

Pension Planners: Meet the experts

Get money musings every Friday

Join the thousands of people who get our weekly musings on money, great products, top tips and a dollop of opinion. 

Sign up to Holly's Blog

Comments

No Comments Yet

Leave Comment

Related Questions

Got a Question?

Sign up for Holly's blog

Stay up to date

Our free weekly blog with Holly's
no-nonsense opinions, tips & food for thought.
If you change your mind, you can unsubscribe at any time. We'll never share your details and you can unsubscribe any time.