The changing face of UK investing – and the platforms fighting for your cash in 2026
A.Economic growth and taxes, as well as cash ISA deductions, were one of the main talking points after the Budget after Rachel Reeves and the government announced plans to encourage people to invest.
There is no denying that investing money in the long run is a better option than just saving cash. But in Britain at least, investment has not been part of the culture or education of recent times.
This appears to be changing, with investment-related discussions continuing all year; a positive action even if it only helps people to notice There is another option.
This shift is likely to continue into the new year with the launch of a multi-organisation advertising campaign and the start of ISA season; We hope it will encourage some to take their first steps on a long-term journey.
None of this comes as a surprise to the companies that are our investment access points: they have been steadily growing in activity all year round, and in 2026 you, the potential customer, will likely be at the centre. Here The Independent looks at the changing face of investing in the UK and how different platforms are trying to win your particular attention.
Legacy and Challenger
As it is known, there are many investment platforms to choose from. Very broadly, you can divide them into established financial powerhouses and newer, technology-focused competitors.
Hargreaves Lansdown, AJ Bell, interactive investor, Fidelity – they fall into the first category. Your own high street banks do this too; Many offer investment products alongside your regular accounts.
They are reliable because they have been doing this for years, provide easy access and a seamless route from your current account to ISA and beyond.
But also some did because they’ve been doing it for years big bank incident: They were stuck in their ways and did not keep up with the times, allowing newcomers to sneak onto the scene.
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Capital is at risk.
Terms and conditions apply.
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You will have seen or heard of their names, watched ads, probably even downloaded the apps: Freetrade, eToro, Trading 212, Revolut, Robinhood, Chip and more.
While they all vary, they have common characteristics: they often come with tech-sounding names, bright colours, low fees, more options or bold advertising.
Which one suits you best depends on how you plan to manage your portfolio, how often you want to buy or sell and perhaps how much you want to pay on an ongoing basis, but cumulatively these have changed the investment landscape in the UK.
Of course, the established names have countered this: setting up subsidiaries to attract younger customers or bringing everything back in-house to offer professional services, rebranding and re-energizing and perhaps even re-aware that British adults’ long-term plans are the next battleground to win.
The choice is obvious; Now there should be incentives for more people to choose and use them.
UK investment culture
When you talk to people working in or around the financial industry (as the layman calls it) about the effort to encourage more retail investors, one answer comes up over and over again: more education and awareness is needed.
But at least Something It’s being done – at least the conversation has been restarted.
“Investing is a hot topic now, but that wasn’t the case five years ago,” said Jordan Sinclair, head of Robinhood UK. Independent.
“In Norway or Sweden, they have a great culture of saving regularly and have tax packages that are very similar to our ISA. But what’s probably missing compared to Sweden is how do you educate people on how to use it? How to think about their money, where to invest it.”
“Some of our research has shown that the average amount people believe you should start with is [investing] It was over £2,200. Just to get started.
“When you look at some [legacy providers]and the minimum amount for the first transaction is £500, there are account fees and £11.95… You can’t blame people for saying ‘I’ll leave this in my cash account’.
“We see an opportunity to level the playing field, to catch up with some of these countries – and we’ll do it our way, maybe with a slight bias towards saving cash, but some of the money will go a lot further for customers.”
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In the US, people are much more accustomed to investing as a concept and a method for future wealth. Statistics vary as sources always classify “investment” differently, but Britons generally seem to be outpaced by European countries such as Germany or parts of Scandinavia.
Improving financial education in schools could bear fruit within a decade, but the majority of the population can do more with their money Nowif they only knew how to do it.
“Where I think there is room for collaboration is on initiatives that will ensure that the regulator hears the needs of companies and that the Treasury is supported,” Sinclair said. “Reconsidering risk warnings, educating customers rather than scaring them. It’s hard to undo what’s been done, but it’s about thinking for the next generation, educating today’s under-55s: what about your pension? What do you need for long-term savings?”
“It’s not just about thinking about today. You add up all these initiatives, the retail investment awareness campaign, all this momentum.” [that’s what makes long-term change].”
While savers may be thinking about this year or next year, investing has a much longer time frame.
For companies operating in this space, this consideration may be even more long-term; many of the banks and investment platforms have been around for decades or more.
“We are simultaneously thinking about what has happened and what will happen in the future, what customers want and how to deliver something better,” Mr. Sinclair explained. “Being in growth mode, [big bank] Probably when you’re trying to move up one place in the leaderboard.”
Major conservation concern
“What’s next” for Robinhood in particular will be an ISA launched before the end of the tax year in April. This will be attractive to new customers, as new features and services always are, and this is a product that most people already understand.
But there is a broader concern that is important when it comes to investing, educating and encouraging people to start a new financial journey, especially on new tech-focused, all-encompassing platforms.
So: How do you effectively steer or barricade people who are new to the entire investment arena from products that are inherently unsuitable for them?
Most people, even if they’re not investing now, will still have a broad understanding of what you mean when you say “stock market.”
But these same people are slowly and consciously learning about funds, dividends, or any other mundane term that can actually improve their financial situation in the long run, and they are often just a finger tap away from much more complicated and risky options on their phone (or in the menu tab on their computer).
Cryptocurrencies are obvious. But there are also often options for futures trading, commodities, currency trading, CFDs, leveraged options and even mock trading to mimic the decisions of other investors.
There is a strong argument to suggest that many of these should not be accessed by novices until they have demonstrated proficiency in standard investing to ask for a better term, or have completed courses that demonstrate a thorough understanding of what they are used for and why the risks are so much higher.
But the rise of so-called everything apps seems unstoppable, and finance-led firms are part of it.
The choice is great, of course, and many people may prefer to have all their money matters under one roof, so to speak. But this also poses a challenge for companies to not let their commercial interests override their responsibilities to customers.
The battle for your traditions, your money, and your attention will only escalate in 2026.
So, there must be a requirement to provide education on these platforms as well as providing reliable information as well as seduction and potential wealth.
