Home > If investing platforms were supermarkets, what would they be?

Hargreaves Lansdown – Waitrose – can be more expensive, but just a nice place to shop

Interactive Investor – Tesco – everything you need, small or large

AJ Bell Youinvest – ASDA – you can buy the same stuff as everywhere else, it just costs less

Vanguard – Lidl – loads of own branded products cheaper than the big brands

Bestinvest – Marks & Spencer – very helpful and happy to help with friendly recommendations

Nutmeg – Budgens – now part of a massive supermarket group, sells a small selection of what you most need

Moneyfarm – Ocado – it’s online so it’s supposed to be cheaper, but it’s not really

Wealthify – Co-op – a curated selection of products from local producers like Legal & General, Aviva & Aberdeen Standard

IG – Sainsbury’s – you can pretty much buy what you want and the price is about right

Saxo Markets – Ikea – not technically a supermarket I know, but it’s the type of Scandinavian place you buy things and keep forever

Interactive Brokers – Whole Foods – Owned by a giant American corporation but lots of ethical and sustainable investment options

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