What are the best alternatives to eToro in the UK?
We explore the best eToro UK alternatives that are suitable for a variety of investment styles and goals.
As one of the leading investment platforms worldwide, eToro is renowned for making trading and investing accessible.
However, many UK investors seek alternatives due to various factors such as fees, usability, specific investment products, or advanced features.
This article explores the best alternatives to eToro in the UK, detailing each platform's strengths and weaknesses, fees, key features, and ideal user profiles.
Launched in 2007, eToro provides a user-friendly interface and enables trading in a variety of investing options
Despite its popularity, eToro may not cater to every investor’s specific needs
Popular alternatives to eToro include Interactive Investor, Hargreaves Lansdown, Freetrade, AJ Bell and Trading 212
What is eToro?
eToro is a global online trading platform launched in 2007, famous for its innovative social trading feature that allows users to copy trades from experienced investors.
eToro provides a user-friendly interface and enables trading in stocks, commodities, cryptocurrencies, forex, and CFDs.
Despite its popularity, eToro may not cater to every investor’s specific needs, prompting users to explore alternative platforms.
What are the best alternatives to eToro?
Below, we have listed five popular alternatives to eToro, offering diverse features suitable for different investing needs:
| Company | Founded | Headquarters (UK) | Assets under management (Global) |
|---|---|---|---|
| eToro | 2007 | London | £4.5 billion |
| Interactive Investor | 1995 | Manchester | £77 billion |
| Hargreaves Lansdown | 1981 | Bristol | £155.3 billion |
| Freetrade | 2016 | London | £2.5 billion |
| AJ Bell | 1995 | Manchester | £4.7 billion |
| Trading 212 | 2003 | London | £3 billion |
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Interactive Investor (ii) is the UK's second-largest investment platform known for its flat-fee structure, ideal for regular or high-value investors.
Global assets under management
£77 billion
Fees
Flat fee from £4.99 to £21.99 per month depending on plan. £3.99 to £9.99 per trade
Key feature
Stocks and shares ISA, self-invested personal pensions (SIPPs), ETFs, investment trusts, extensive research resources
Pros
Flat-fee structure benefits large portfolios, broad investment choices, strong educational resources
Cons
Not ideal for infrequent or very small investors, fewer trading tools for day traders
Best for
Regular, long-term investors or those with larger portfolios seeking a transparent, flat-fee structure
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Hargreaves Lansdown is a market-leading platform providing excellent service, extensive research, and diverse investment opportunities.
Global assets under management
£77 billion
Fees
Platform fee of 0.45% per annum on portfolios up to £250,000, share dealing from £5.95 to £11.95 per trade
Key features
ISAs, SIPPs, wide variety of investment funds, ETFs, shares, and bonds, robust research tools
Pros
Exceptional customer service, broad investment options, excellent educational resources and tools
Cons
Fees can become expensive with larger portfolios, less suitable for frequent traders
Best for
Beginners, those seeking expert insights, and medium-sized investors who value customer service
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“Using a financial adviser can yield many benefits, regardless of what you need support with.
If you’re planning to invest or want to optimise your portfolio, a financial adviser can help you create a portfolio that aligns with your risk appetite and long-term goals."
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Freetrade is a commission-free trading platform that appeals to beginners and young investors seeking straightforward, cost-effective access to investing.
Global assets under management
£2.5 billion
Fees
Commission-free trades, monthly fee of £4.99 for ISA access, optional Plus account at £9.99 per month
Key Features
Commission-free stocks and ETFs, simple and intuitive app, fractional shares
Pros
Zero commissions, user-friendly app, ideal for beginners, fractional share investing
Cons
Limited research tools, narrower product range compared to established brokers, foreign exchange charges
Best for
Beginner investors and those looking for low-cost, straightforward trading experiences
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AJ Bell is known for its affordability and flexibility, appealing to investors who actively manage their portfolios.
Global assets under management
£4.7 billion
Fees
Platform fee of 0.25% per annum for shares, capped at £3.50 per month, £1.50 per fund trade, £9.95 per share trade
Key features
Stocks and shares ISA, SIPP, lifetime ISA, comprehensive range of investment options, intuitive platform
Pros
Affordable fees, extensive investment selection, solid educational resources, flexible platform
Cons
User interface can be less intuitive compared to competitors, limited advanced trading features
Best for
Active investors managing moderate-to-large portfolios, value-driven investors seeking competitive fees
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Trading 212 offers commission-free trading with a modern, user-friendly platform, suitable for younger, tech-savvy investors and traders.
Global assets under management
£3 billion
Fees
Commission-free trades, no monthly platform fees, 0.15% currency conversion fee
Key features
Free stock and ETF trading, ISA accounts, CFD trading options, user-friendly app, fractional shares
Pros
Commission-free, excellent user interface, fractional shares, ideal for new and younger investors
Cons
Less extensive research tools, limited advanced trading options, currency conversion fees
Best for
New investors, younger investors, and those comfortable with technology-driven investing platforms
All AUM totals have been converted from USD to GBP for the purpose of this article.
Get expert financial advice
While these platforms provide various advantages depending on your investing needs, it’s crucial to consider individual financial circumstances when selecting the right investment platform.
Consulting a professional financial adviser ensures personalised advice tailored to your specific goals, risk appetite, and financial situation.
A financial adviser can enhance your investment strategy, potentially leading to better financial outcomes and peace of mind.
Unbiased can help connect you to experienced financial advisers in the UK, providing expert, trustworthy guidance.
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