What are the best alternatives to Hargreaves Lansdown?
Explore the best Hargreaves Lansdown alternatives and competitors to find the most affordable and effective investment platform for you.
For those looking for cheaper or more flexible investment platforms, there are alternatives to Hargreaves Lansdown.
Hargreaves Lansdown’s limited customisation options, fewer modern app features and higher fees are among the drawbacks.
Various platforms provide lower fees, unique features, and options for beginner and advanced investors.
If you don’t want to use a DIY platform, Unbiased can match you with a financial adviser to help you make confident, informed investment choices.
What is Hargreaves Lansdown?
Hargreaves Lansdown has long been one of the go-to investment platforms in the UK, known for its wide range of investment options and research tools.
While Hargreaves Lansdown has much to offer, it has a few downsides.
For example, its fees are higher than some of its competitors.
Currently it charges a platform fee of 0.35%. There are also trading fees for shares which can rise to £6.95 for less frequent traders.
These fees may prompt some investors to seek out cheaper alternatives to Hargreaves Lansdown.
The platform also lacks customisation for advanced investors and modern app features, which some users find limiting.
What are the best alternatives to Hargreaves Lansdown?
If you're comparing the best Hargreaves Lansdown alternatives, AJ Bell, Interactive Investor, Vanguard and Trading 212 are among the platforms worth weighing up on fees, features and investment choice.
The below suggestions are based on:
Fees
Features
Range of investment options for various investing styles and budgets
| Company | Founded | Headquarters (UK) | Assets under administration (Global) |
|---|---|---|---|
| AJ Bell | 1995 | Manchester | £108 billion |
| Interactive investor | 1995 | Manchester | £85 billion |
| Freetrade | 2016 | London | £3.3 billion |
| Trading 212 | 2004 | London | £25 billion |
| Vanguard | 1975 | London | £12 trillion |
| JP Morgan Personal Investing | 2025 | London | £8.5 billion |
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Overview
AJ Bell has earned a reputation for being affordable and user-friendly, with a solid selection of investments for beginners and seasoned investors.
Fees
AJ Bell charges a 0.25% annual account fee. Share dealing fees are £1.50 per trade making it a cheaper option than Hargreaves Lansdown.
Key features
AJ Bell offers individual savings accounts (ISAs), self-invested personal pensions (SIPPs), and general investment accounts (GIAs), as well as a wide range of stocks, exchange-traded funds (ETFs), and funds.
It is easy to navigate, making it great for investors looking for flexibility.
Pros
Wide selection of investment options, including ISAs, SIPPs, and GIAs.
An intuitive app that’s easy to navigate.
Cons
Limited features for in-depth portfolio customisation.
Who it’s best for
Great for cost-conscious investors wanting many investment options.
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Overview
Interactive Investor’s subscription-based pricing is ideal for those with larger portfolios, making it a solid option for high-value accounts.
Fees
Instead of charging a percentage, interactive investor offers a flat monthly fee starting at £5.99 a month on balances up to £100,000, with trades at £3.99. This rises to £14.99 for investors with larger portfolios who also benefit from free family accounts and junior ISAs and one free share or fund trade a month. Thereafter trades are £1.49.
More active investors may benefit from its premium package at £39.99 a month, which includes lower FX charges and more free trades and lower dealing charges.
Key features
Interactive investor offers ISAs, SIPPs, and trading accounts, with a wide selection of stocks, ETFs, and funds.
The platform is a good option as a Hargreaves Lansdown alternative as it is well-equipped for investors who want various investment options.
Pros
Wide range of investment choices.
Simple, subscription-based account structure.
Cons
The interface may seem basic for those seeking interactivity
Who it’s best for
An excellent choice for confident investors looking for predictable fees.
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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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Overview
Freetrade makes investing easy and affordable with its commission-free trades, designed especially for those who want to get started without high fees.
Fees
Freetrade offers zero commission on UK trades, making it a cheaper alternative to Hargreaves Lansdown.
For non-UK trades, an FX fee of 0.99% applies to the free Basic plan (this reduces to 0.59% and 0.39% for the Standard and Plus plans, which both have monthly fees).
The Basic plan also now includes a stocks and shares ISA, a junior ISA and SIPP, in addition to its trading account (general investment account).
Key features
Freetrade is a mobile-first platform with ISAs, SIPPs, trading accounts, and a range of stocks and ETFs. It’s ideal for beginners or anyone looking for a no-fuss investing experience.
Pros
Offers fractional share investing.
Simple, beginner-friendly app.
Cons
Limited investment options if you want more advanced choices
Who it’s best for
Best for beginners interested in commission-free stock and ETF investing.
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Overview
Trading 212 vs Hargreaves Lansdown is largely a story of cost: Trading 212 charges no share dealing commission, against Hargreaves Lansdown's per-trade fees, though it doesn't offer a SIPP, so investors wanting a pension alongside their ISA may still prefer Hargreaves Lansdown.
Fees
Trading 212 offers zero-commission trading and no custody fees, with only a 0.15% FX fee on non-GBP transactions, providing a much lower-cost option than Hargreaves Lansdown.
Key features
With ISAs and trading accounts, Trading 212 lets you invest in global stocks and ETFs. The app is easy to use, and offers some handy educational resources, making it ideal for newer investors.
Pros
Access to global stocks and ETFs, offering diverse investment choices.
Educational tools for beginners.
Cons
Few portfolio management features for experienced investors.
No SIPP is offered.
Who it’s best for
A great option if you’re looking for a fee-free, globally focused platform.
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Overview
Vanguard vs Hargreaves Lansdown comes down to cost versus choice. Vanguard keeps things simple with a focus on low-cost index funds, ideal for investors who prefer passive strategies, while Hargreaves Lansdown offers a far wider range of shares and funds to trade directly.
Fees
Vanguard’s 0.15% management fee is capped at £375 for accounts worth £32,000 and over, making it a cheaper alternative to Hargreaves Lansdown for larger portfolios.
Investors with smaller balances pay £4 a month.
However, unlike Hargreaves Lansdown, Vanguard focuses on low-cost investing and only offers its own funds, with no access to shares.
Key features
Vanguard offers ISAs, SIPPs, and trading accounts with access to its range of funds and ETFs. The platform is straightforward and aimed at investors who prefer a low-cost, hands-off approach.
Pros
Straightforward platform for ease of use.
Focus on low-cost passive investments.
Cons
Limited to Vanguard products, with no individual stock options.
Who it’s best for
Best for passive investors wanting low fees and a focus on funds.
Learn more: what are the best alternatives to Vanguard?
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Overview
JP Morgan Personal Investing is a robo-adviser offering goal-based, managed portfolios, which are designed for investors who prefer automated investing.
Fees
Management fees start at 0.75% for fully managed portfolios, reducing to 0.35% for balances over £100,000.
Fixed allocation portfolios are a cheaper option, with an initial 0.45% charge, which falls to 0.25% for portfolios over £100,000.
While this can be higher than Hargreaves Lansdown for large portfolios, there are no trading fees, which can be attractive for smaller accounts.
Key features
JP Morgan Personal Investing provides ISAs, lifetime ISAs, and trading accounts, with ready-made portfolios suited to different risk levels.
The app is user-friendly and perfect for investors looking for hands-off, managed portfolios.
Pros
Goal-based, automated portfolios.
User-friendly app for passive investing.
Cons
Limited options for investors who want direct control over their choices.
Relatively high fees.
Who it’s best for
Ideal for investors seeking managed portfolios and a goal-focused approach.
Get expert financial advice
Finding the right Hargreaves Lansdown alternative depends on your individual investment needs, whether you're looking for lower fees, more hands-on options, or a user-friendly app experience.
Take time to compare features and costs to choose a platform that aligns best with your financial goals.
When you use a DIY platform, however, you’ll need to choose your own investments and manage your accounts yourself.
If you would rather get help from an expert, let Unbiased match you with a professional financial adviser to support your investment goals and offer tailored advice specific to your needs.
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