What are the best alternatives to Fidelity in the UK?
We explore the best UK alternatives to Fidelity that are suitable for a variety of investment styles and goals.
Fidelity is one of the UK's most popular investment providers, known for its wide range of investment products, user-friendly platform, and reputation for reliability.
But Fidelity isn’t your only option, several alternative platforms may offer better features, lower costs, or specialised services tailored to your unique investment goals.
Fidelity International is a global investment company established in 1969
Despite its popularity, some investors seek alternatives to diversify risk, reduce costs, or align with different investment philosophies
Trusted alternatives to Fidelity include: Hargreaves Lansdown, AJ Bell, Interactive Investor, Vanguard and Nutmeg
Unbiased may be a good fit if you’d like to talk to an adviser about your finances before you make a decision
Who is Fidelity?
Established in 1969 as the international arm of Fidelity Investments, Fidelity International is a global investment company with a strong presence in the UK.
With £880 billion of assets under management globally, they provide individuals with access to a broad range of investment options, including ISAs, pensions, general investment accounts, and managed portfolios.
Fidelity is renowned for its reliable technology, extensive research, and commitment to excellent customer service, making it a favourite among both beginners and seasoned investors.
Despite Fidelity's strengths, there could also be reasons to consider alternatives, such as lower fees, different investment options, or a more specialised focus.
What are the best alternatives to Fidelity?
When searching for alternatives to Fidelity, UK investors will find a selection of platforms that cater to different needs.
To identify the best options, we’ve considered factors like fee structure, investment selection, account types, user experience, and additional features.
Below are five excellent alternatives to Fidelity, each offering distinctive strengths and unique selling points for UK investors:
| Company | Founded | Headquarters (UK) | Assets under management (global) |
|---|---|---|---|
| Fidelity International | 1969 | London | £880 billion |
| Hargreaves Lansdown | 1981 | Bristol | £172 billion |
| AJ Bell | 1995 | Manchester | £11.4 billion |
| Interactive Investor | 1995 | Manchester | £85 billion |
| Vanguard | 1975 | London | £9 trillion |
| JP Morgan Personal Investing | 2012 | London | £8.5 billion |
| Unbiased | 2009 | London | £52 billion |
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Hargreaves Lansdown is one of the UK's largest and most established investment platforms, known for its exceptional research resources, extensive range of investment choices, and high-quality customer service.
Global assets under management
£172 billion
Fees
Platform fee: 0.35% (reduces with higher balances)
Dealing fees: £6.95 per trade (reduces with higher frequency)
Key features
Comprehensive investment research tools
Extensive range of funds, stocks, bonds, ETFs
Highly-rated mobile and web platform
Pros
Excellent customer support
Easy-to-navigate platform suitable for all levels
Rich educational resources
Cons
Fees higher than some competitors, particularly for frequent traders
Limited fee discounts for larger portfolios
Best for
Investors looking for robust research, educational resources, and comprehensive customer support.
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AJ Bell is a popular, cost-effective platform aimed at both novice and experienced investors, renowned for its straightforward pricing and user-friendly interface.
Global assets under management
Fees
Typically around 0.25% per annum
Buying or selling funds typically costs £1.50 per transaction
Key features
Clear, competitive pricing
Wide investment choice, including shares, ETFs, funds
User-friendly website and mobile app
Pros
User-friendly platform suitable for beginners and experienced investors alike.
A wide range of investment options including UK and international shares, ETFs, and funds.
Transparent fee structure, clearly outlined and competitive for most investors.
Cons
Research tools less extensive compared to competitors
No advisory services offered
Additional fees can add up, particularly for smaller portfolios or frequent trading activities.
Best for
Cost-conscious investors seeking straightforward pricing without sacrificing service quality.
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"If you’re considering investing, it pays dividends to seek guidance from a qualified financial adviser.
They can help build an investment portfolio that aligns with your risk appetite and long-term goals, as well as review it regularly so you can boost your chances of generating the returns you want."
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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
£85 billion
Fees
Core plan £5.99 per month, plus plan £14.99, premium £39.99.
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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Vanguard is known for pioneering low-cost investing, offering competitively priced index funds and ETFs.
It operates as a mutual structure, meaning it’s owned by its fund investors, aligning company incentives closely with investor interests.
Global assets under management
£9 trillion
Fees
£4 a year for accounts under £32,000, 0.15% for accounts over £32,000.
Key features
Extensive range of low-cost ETFs and index funds
Mutual ownership structure
Strong focus on passive investment strategies
Pros
Lower fees than most competitors
Transparent fee structure
Ideal for long-term investors
Cons
Limited actively managed fund offerings
Customer support is generally online-focused
Best for
Investors prioritising cost-efficiency and simplicity.
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JP Morgan Personal Investing is the rebranded Nutmeg investment platform.
Founded in 2012, Nutmeg was a pioneering online wealth manager based in the UK, recognised for introducing automated investment services, often referred to as robo-advice, to British investors.
Global assets under management
£8.5 billion
Fees
Fees typically start at 0.45% annually
Fully managed portfolios: 0.75% on the first £100,000 and 0.35% on funds over that amount.
Key features
Stocks and shares ISAs, general investment accounts, SIPPs and socially responsible investing
Intuitive online platform that's easy to navigate
Pros
Requires a relatively low initial investment
Clear and simple fee structure
Portfolios are diversified across various asset classes
Cons
Limited options for bespoke investment decisions.
Percentage-based fees are more costly for investors with larger sums.
Best for
Investors seeking a simple, hands-off approach to growing their money
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Unbiased is a platform that helps you match with a financial adviser based on your unique needs. It is not an investment platform.
Unbiased may be a good fit if you’d like to talk to an adviser about your finances before you make a decision, whether that’s investments, pension advice, or general financial planning.
Global assets under management
£52 billion
Fees
Matching with a financial adviser on Unbiased is completely free.
You agree on any advice fees directly with the adviser you choose.
Advisers set out how they charge on their Unbiased profile, so you can compare before you get in touch. Many matched advisers offer a free initial consultation.
Key features
Enter your requirements, including location and specialism, to find an adviser.
Adviser profiles show qualifications, services, charges, and client reviews.
Meetings can be in person, by phone, or by video, depending on the adviser.
Pros
Matching is completely free, with no obligation to hire an adviser.
Adviser profiles show fees, qualifications, and client reviews up front.
Cons
Unbiased doesn’t hold or manage investments itself, so it isn’t a direct replacement for an investment platform.
The adviser charges for advice separately, so costs depend on the adviser you choose.
Best for
People who want to speak to an adviser about their finances before making a decision, or whose situation is more complex, such as investing a larger lump sum or planning for a major life change.
All AUM totals have been converted from USD to GBP for the purpose of this article.
Get expert financial advice
Choosing the right investment platform is crucial, but it’s equally important to ensure your investment strategy aligns with your financial objectives.
While platforms like Fidelity and its alternatives offer various tools and resources, consulting a qualified financial adviser can offer invaluable guidance.
Professional financial advice can help tailor your investments to your personal circumstances, maximise tax efficiencies, and provide ongoing support to keep you on track to achieve your financial goals.
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