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Best-selling funds, investment trusts and ETFs of September 2023

Discover the most-bought investments across four major platforms

By Boring Money

11 Oct, 2023

Every month, Boring Money conducts rigorous research on what the best-selling investments were across the UK's major investment platforms - including AJ Bell, Fidelity, Hargreaves Lansdown and interactive investor. Scroll down for the full results and expert insights.

Boring Money's expert analysis

UK markets performed well in September, with the economic data coming in exceeding expectations. UK inflation dropped to 6.7% in August, significantly lower than the circa 10-11% we saw between September 2022 - March 2023. The Bank of England also ended a run of 14 straight interest rate hikes, holding interest rates at 5.25%.

Expert insights from Mahdi Shabir, Research Manager at Boring Money
Mahdi Shabir Research Manager, Boring Money

Best-selling funds of September 2023

The three most popular funds across multiple platforms including AJ Bell, Fidelity, Hargreaves Lansdown and interactive investor were Fidelity Index World, Legal & General Global Technology Index and Royal London Short Term Money Market.

Most popular funds of September 2023Most popular funds of September 2023

Fidelity Index World continues to prove a popular fund choice, with low fees and consistently strong performance. The fund aims to track the performance of the MSCI World Index, which seeks to capture the performance of large and mid-sized public companies across 23 developed market countries. Effectively, this acts as a proxy for the global economy and suits investors looking for cheap, diversified access to stocks around the world.

L&G Global Technology has a specific focus on the IT sector, tracking the FTSE World Technology Index. 85% of the fund is held in US equities, with a large concentration in specific stocks, including 18% in Apple and 17% in Microsoft. This has been hugely advantageous for the fund in 2023, with both Apple and Microsoft bouncing back from dips last year to return 43% and 37% YTD respectively.

Money market funds invest in highly liquid, short-term investments, including cash and cash equivalents, alongside high-credit rating debts such as the US treasury. Money market funds are designed to offer liquidity and can act as a place to park your money when you're not sure what to invest in, or when markets feel choppy and you'd rather wait for more clarity. They also allow you to benefit from cash rates, offering better returns than bank accounts. As money market funds are invested in short-term securities, fund managers can roll over investments to higher-yielding securities, allowing them to benefit from interest rate increases quickly.

Expert insights from Mahdi Shabir, Research Manager at Boring Money
Mahdi Shabir Research Manager, Boring Money

Best-selling funds from AJ Bell

Funds

3 year performance

5 year performance

Ongoing Charges Figure

AJ Bell Adventurous

28.67%

36.72%

0.31%

AJ Bell Moderately Adventurous

20.64%

28.72%

0.31%

AJ Bell Global Growth

28.89%

36.64%

0.31%

AJ Bell Balanced

14.53%

24.78%

0.31%

Fidelity Index World

34.77%

53.02%

0.12%

Fundsmith Equity

17.24%

51.46%

0.94%

AJ Bell Responsible

N/A

N/A

0.45%

Vanguard LifeStrategy 100% Equity

31.36%

38.88%

0.22%

Vanguard LifeStrategy 80% Equity

18.88%

28.14%

0.22%

Vanguard FTSE Global All Cap

29.05%

43.27%

0.23%

Best-selling funds from Fidelity

Funds

3 year performance

5 year performance

Ongoing Charges Figure

Fidelity Index World

34.77%

53.02%

0.12%

Fidelity Index US Fund

41.48%

69.12%

0.06%

Fidelity Cash Fund

4.47%

5.62%

0.15%

Royal London Short Term Money Market

4.79%

6.04%

0.10%

Fidelity Funds - Global Technology

50.70%

133.22%

1.04%

Legal & General UK Index Trust

40.19%

19.80%

0.10%

Legal & General Cash Trust

4.53%

5.65%

0.15%

Legal & General Global Technology Index

44.01%

124.35%

0.32%

Fidelity Global Special Situations

24.31%

39.17%

0.91%

Rathbone Global Opportunities

9.54%

44.99%

0.51%

Best-selling funds from Hargreaves Lansdown (in alphabetical order)

Funds

3 year performance

5 year performance

Ongoing Charges Figure

Fidelity Index World

34.77%

53.02%

0.12%

Jupiter India

91.40%

77.24%

0.69%

Legal & General Cash Trust

4.53%

5.65%

0.15%

Legal & General Global 100 Index

46.00%

77.06%

0.09%

Legal & General Global Technology Index Trust

44.58%

125.53%

0.20%

Legal & General International Index Trust

33.59%

53.17%

0.08%

Legal & General US Index

38.51%

69.12%

0.05%

Pictet Premium Brands

30.07%

52.32%

2.00%

Pictet Security

2.78%

24.94%

1.99%

Royal London Short Term Money Market

4.79%

6.04%

0.10%

It has been a good start to the 2023/24 tax year for investors looking for low-risk returns. Cash, which for so many years has been a dead zone asset class, has offered a decent yield thanks to ever rising interest rates. The Bank of England has hiked base rate three times this tax year alone, and on top of 10 previous consecutive rises. And while many are now calling the top of the interest rate cycle, it has meant cash savings accounts, and money market funds are offering an enticing yield to savers and investors.

If you’ve been investing for income over the previous decade equities have been most compelling asset class. But today, lower risk assets such as corporate bonds, government bonds including gilts, and even cash, are giving equity yields a run for their money.

It is apparent that HL clients are aware of this, with money market funds being the most popular sector in the first half of this tax year. The top 10 most bought funds include no less than six money market funds, alongside three global funds, with a growth-style bias and one Indian equity fund. This mix is typical of the top 50 most bought funds – money market funds dominate the most popular list, alongside a peppering of technology funds, quality growth equity funds, and regional equity funds covering the US, Europe and India.

A word of warning to investors planning to continue these trends however – it is only equities that can offer dividend growth and capital growth, so if you’re looking to build a portfolio with a sustainable income and the opportunity to beat inflation over the long term, make sure you have a balanced portfolio which includes a mix of equities, bonds, alternatives and cash.”

Emma WallHead of Investment Analysis and Research, Hargreaves Lansdown

Best-selling funds from interactive investor

Funds

3 year performance

5 year performance

Ongoing Charges Figure

Fundsmith Equity

17.24%

51.46%

0.94%

Royal London Short Term Money Market

4.79%

6.04%

0.10%

Vanguard LifeStrategy 80% Equity

18.88%

28.14%

0.22%

Legal & General Global Technology Index

44.01%

124.35%

0.32%

Vanguard US Equity Index

36.95%

61.85%

0.10%

Vanguard LifeStrategy 100% Equity

31.36%

38.88%

0.22%

HSBC FTSE All-World Index

29.67%

47.12%

0.13%

Legal & General Global 100 Index

45.81%

76.74%

0.14%

Jupiter India

89.69%

74.42%

0.99%

Vanguard FTSE Global All Cap

29.05%

43.27%

0.23%

Performance has been calculated in accordance with end-of-day market prices on 30/09/2023.

Best-selling investment trusts of September 2023

The most popular investment trust across AJ Bell, Fidelity, Hargreaves Lansdown and interactive investor was JP Morgan Global Growth & Income.

Most popular investment trusts of September 2023 Most popular investment trusts of September 2023

JP Morgan Global Growth & Income was in the bestselling list of all 4 platforms every month over the last quarter. The trust is trading at a 2% premium to its NAV; premiums indicate high demand and/or expectations that the underlying investments in the Trust have a market value lower than their (subjective) intrinsic value.

Interestingly, 2 of the 4 largest individual holdings in the Trust are cash equivalents, which are liquid, low-risk investments. The 3 largest stock holdings are Microsoft, Amazon, and UnitedHealth Group. Amazon's performance has been excellent YTD, with 50% growth in the share price, although it has dropped by 10% in the last month. On the other hand, UnitedHealth Group have been maintained relatively flat across 2023, with 1% growth YTD, although the share price is up 9% in the past month.

Expert insights from Mahdi Shabir, Research Manager at Boring MoneyExpert insights from Mahdi Shabir, Research Manager at Boring Money
Mahdi Shabir Research Manager, Boring Money

Best-selling investment trusts from AJ Bell

Investment Trusts

3 year performance

5 year performance

Ongoing Charges Figure

City Of London

46.15%

19.74%

0.45%

Scottish Mortgage

-31.59%

26.70%

0.34%

Monks

-15.61%

13.66%

0.40%

JP Morgan Global Growth & Income

48.73%

72.34%

0.53%

Witan

29.15%

14.93%

1.32%

Bankers

1.88%

20.26%

0.50%

Scottish American

21.86%

50.50%

0.59%

BlackRock Throgmorton

2.36%

13.29%

0.60%

Tritax Big Box

-0.51%

13.92%

0.86%

Impax Environmental Markets

7.45%

36.33%

0.81%

Best-selling investment trusts from Fidelity

Investment Trusts

3 year performance

5 year performance

Ongoing Charges Figure

Scottish Mortgage

-31.59%

26.70%

0.34%

BH Macro

-2.47%

59.95%

1.13%

Fidelity European Trust

37.90%

64.01%

0.78%

JP Morgan Global Growth & Income

48.73%

72.34%

0.53%

Fidelity Special Values

68.17%

13.37%

0.69%

City of London

46.15%

19.74%

0.45%

Monks

-15.61%

13.66%

0.40%

Edinburgh Worldwide

-52.26%

-29.02%

0.63%

Fidelity China Special Situations

-32.90%

7.17%

1.18%

International Public Partnerships

-10.97%

4.05%

1.09%

Best-selling investment trusts from Hargreaves Lansdown (in alphabetical order)

Investment Trusts

3 year performance

5 year performance

Ongoing Charges Figure

Ashoka India Equity

97.00%

138.44%

0.50%

BlackRock World Mining

73.52%

117.28%

0.99%

CVC Income & Growth

29.78%

13.98%

1.54%

Greencoat UK Wind

22.35%

41.24%

1.03%

HICL Infrastructure

-12.86%

3.95%

1.06%

India Capital Growth

129.89%

83.91%

1.62%

International Public Partnerships

-10.97%

4.05%

1.09%

JP Morgan Global Growth & Income

48.73%

72.34%

0.53%

Scottish Oriental Smaller Cos

55.61%

48.76%

1.03%

Sequoia Economic Infrastructure Income

-2.74%

3.42%

0.87%

Best-selling investment trusts from interactive investor

Investment Trusts

3 year performance

5 year performance

Ongoing Charges Figure

Scottish Mortgage

-31.59%

26.70%

0.34%

Greencoat UK Wind

22.35%

41.24%

1.03%

City of London

46.15%

19.74%

0.45%

India Capital Growth

129.89%

83.91%

1.62%

Regional REIT

-45.47%

-58.13%

4.60%

JP Morgan Global Growth & Income

48.73%

72.34%

0.53%

BlackRock World Mining

73.52%

117.28%

0.99%

Alliance Trust

35.72%

48.27%

0.64%

F&C

35.32%

31.96%

0.59%

3i Group

130.93%

163.82%

1.30%

Performance has been calculated in accordance with end-of-day market prices on 30/09/2023.

Best-selling ETFs of September 2023

The three most popular ETFs across AJ Bell, Fidelity, Hargreaves Lansdown and interactive investor were Vanguard S&P 500 GBP (VUSA), Vanguard S&P 500 USD (VUAG) and iShares Core S&P 500
(CSP1).

Most popular ETFs of September 2023Most popular ETFs of September 2023

S&P 500 ETFs continue to remain popular, with iShares and Vanguard's trackers appearing on the bestselling list of all 4 platforms this month. Flows into ETFs in general have been rapidly rising across the last decade, with research from the consultancy Oliver Wyman indicating that the total AUM (assets under management) of ETFs has grown at approx 15% per year since 2010, which is almost 3x faster than traditional mutual funds. The consultancy forecast ETFs to account for 24% of total fund assets by 2027, up from 17% today.

The rise in ETF ownership can be put down to a few potential factors. Costs are much lower than mutual funds, with no communication costs incurred by the provider and no active research conducted. As ETFs are listed on the stock exchange, they can be traded during the day and allow for more sophisticated order types, such as limit pricing or stop-losses.

ETFs are also very tax-efficient in their structure, unlike mutual funds. Mutual funds work by pooling together the money of lots of investors into a single fund. When an individual/company invested in the mutual fund wants to sell their fund holdings to redeem cash, the fund manager needs to actually sell a proportion of all the stocks in the fund, which can trigger capital gain taxes on profitable investments for the fund, which will reduce the fund returns. Whilst the impact of this on an individual is negligible, conceptually speaking, everyone in the mutual fund can be impacted by one person's withdrawal. This issue does not occur with ETFs, with the impact of withdrawals localised to the individual.

Expert insights from Mahdi Shabir, Research Manager at Boring MoneyExpert insights from Mahdi Shabir, Research Manager at Boring Money
Mahdi Shabir Research Manager, Boring Money

Best-selling ETFs from AJ Bell

Best-selling ETFs from Fidelity

Best-selling ETFs from Hargreaves Lansdown (in alphabetical order)

Best-selling ETFs from interactive investor

ETFs

3 year performance

5 year performance

Ongoing Charges Figure

Vanguard S&P 500 UCITS ETF (VUSA)

40.36%

68.05%

0.07%

Vanguard S&P 500 (VUAG)

40.36%

N/A

0.07%

iShares Core MSCI World (SWDA)

34.11%

52.23%

0.20%

iShares Core FTSE 100 (ISF)

44.55%

22.12%

0.07%

Vanguard FTSE All-World UCITS ETF (VWRL)

29.49%

45.98%

0.22%

WisdomTree NASDAQ 100 3x Daily Short (LQQS)

-81.05%

-97.91%

1.60%

Lyxor Smart Overnight Return ETF (CSH2)

5.14%

6.51%

0.07%

Invesco NASDAQ 100 UCITS (EQQQ)

38.12%

111.03%

0.30%

iShares Core S&P 500 UCITS ETF USD (CSP1)

40.36%

68.79%

0.07%

Vanguard FTSE 100 (VUKE)

44.58%

22.05%

0.09%

Performance has been calculated in accordance with end-of-day market prices on 30/09/2023.