What are people investing in? Best-selling funds of September 2020

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Best-selling funds in September 2020

We asked some of the biggest online investing platforms in the UK - AJ Bell Youinvest, Fidelity, Hargreaves Lansdown, and Interactive Investor - what their customers had been up to in September. 


Top 10 funds from AJ Bell

Most popular investment funds bought through AJ Bell in September 2020.

  1. Fundsmith Equity I Acc
  2. VT AJ Bell Adventurous I Acc
  3. VT AJ Bell Moderately Adv I Acc
  4. VT AJ Bell Balanced I Acc
  5. VT AJ Bell Global Growth I Acc
  6. Baillie Gifford American B Acc
  7. Vanguard LifeStrategy 80% Equity A Acc
  8. Vanguard LifeStrategy 100% Equity A Acc
  9. Fidelity Index World P Acc
  10. Baillie Gifford Positive Change B Acc


Top 10 funds from Fidelity

Most popular investment funds bought through Fidelity in September 2020, based on net sales.

  1. Rathbones Global Opportunities Fund
  2. Baillie Gifford American Fund
  3. Baillie Gifford Positive Change Fund
  4. Fidelity Global Special Situations Fund
  5. Fidelity Index World Fund
  6. Fidelity American Special Situations Fund
  7. Baillie Gifford Pacific Fund
  8. Baillie Gifford European Fund
  9. BlackRock Continental European Fund
  10. Baillie Gifford Long Term Global Growth Fund

Top 10 funds from Hargreaves Lansdown

Most popular investment funds bought through Hargreaves Lansdown in September 2020.

(In alphabetical order.)


Top 10 funds from Interactive Investor

Most popular investment funds bought through Interactive Investor in September 2020.

  1. Fundsmith Equity
  2. Baillie Gifford American
  3. Baillie Gifford Positive Change
  4. Vanguard LifeStrategy 80% Equity
  5. Baillie Gifford Global Discovery
  6. Baillie Gifford Long Term Global Growth
  7. Baillie Gifford Managed
  8. Vanguard LifeStrategy 60% Equity
  9. LF Blue Whale Growth
  10. Rathbone Global Opportunities


The Common Denominators

If we merge these lists, when we look at how customers of these platforms voted with their feet in September 2020, the most popular funds were:

(In alphabetical order.)

  • Baillie Gifford American *
  • Baillie Gifford Long Term Global Growth
  • Baillie Gifford Positive Change *
  • Fundsmith Equity
  • Rathbones Global Opportunities

* indicates presence in the Top 10 list across all platforms

Data correct as at 1 October 2020; information sourced directly from the platforms.


Emma Wall, Head of Investment Analysis at Hargreaves Lansdown, said regarding investment themes this month: 

Three key themes emerge from the list of most bought funds this month; growth, doing good, and capital preservation. These three themes speak to investors’ priorities over the last year. Number one, as growth stocks such as tech companies have charged ahead, delivering great performance, so investors have followed – seen here as flows into Baillie Gifford American, Fundsmith Equity and Blue Whale Growth. Investors should be mindful that a resilient portfolio is a well-diversified one, and they should hold value-tilted funds alongside those which are invested in growth companies.

Number two, ethical and ESG investments have become increasingly popular as social and regulatory pressures have encouraged us to ask whether our investments do good as much as do they do well – as represented on the list by Baillie Gifford Positive Change. And number three, the increased volatility caused by coronavirus has focused the mind on investments such as Troy Trojan which prioritise protecting your money in a downturn as much as chasing a market rally.

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What are people investing in? Best-selling funds of August 2020

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Index Funds Explained

Index fund is a fancy name for a simple idea. They go by a number of fancy names, in fact – passive, exchange traded funds (ETFs), trackers. At heart, they all do the same thing: instead of some pointy-headed person picking the shares that go into the fund, they simply replicate an index.

Index Funds Explained

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