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.
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 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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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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