InvestEngine
InvestEngine is a UK FCA-regulated direct-to-consumer investment platform offering fee-free DIY ETF investing across ISA, SIPP, General Investment Account, and Business Account wrappers to UK retail investors and limited companies.
- Company typePrivate
- Founded2016
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingServices
What InvestEngine does
InvestEngine is a UK-authorised, FCA-regulated direct-to-consumer investment platform that enables retail and small-business investors to build ETF portfolios across Stocks & Shares ISA, Self-Invested Personal Pension (SIPP), General Investment Account, and Business Investment Account wrappers. Founded in 2016 (firmographics cite 2019), the company is headquartered in London and operates with 51–100 employees, serving 100k+ customers and £1bn+ in customer assets as of January 2025. Its technology backbone is a single-window batch trading architecture that aggregates all client ETF orders into a single daily execution on the London Stock Exchange, eliminating per-trade commissions and enabling the zero platform-fee DIY proposition. Differentiated features include Portfolio Look-through (transparency into underlying holdings), AutoInvest, one-click rebalancing, fractional ETF investing from £1, and Savings Plans for automated recurring contributions.
The business model relies on three disclosed revenue streams: net interest earned on uninvested client cash balances (clients are not paid interest on idle cash, allowing InvestEngine to retain the spread), a 0.25% annual management fee on Managed Portfolios (currently unavailable to new clients), and joint-marketing fees paid by certain ETF issuers. Operations remain strictly UK-domestic — non-UK residents cannot open new accounts and US persons are excluded from business accounts — keeping the addressable market within the UK D2C investment sector, which reached £500bn at end-2025 (Fundscape). The go-to-market motion is product-led and self-serve, with no physical branches; acquisition channels centre on a 4.8/5 iOS app and 4.7/5 Android app, a YouTube education series, an online community forum, a tiered referral programme (£20–£200 / £100–£400 business), and earned media from sustained third-party endorsements (3x Which? Recommended Provider 2023/2025/2026; Forbes Advisor Best Low-Cost Robo-Advisor 2026; Finder Awards 2025 People's Choice).
InvestEngine firmographics
Firmographics- Name
- InvestEngine
- Legal name
- InvestEngine (UK) Limited
- Website
- https://investengine.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- InvestEngine is a UK FCA-regulated direct-to-consumer investment platform offering fee-free DIY ETF investing across ISA, SIPP, General Investment Account, and Business Account wrappers to UK retail investors and limited companies.
- Ownership category
- akta.pro rank
InvestEngine industry classification
Industry- Product category
- ETF investment platform
- NAICS
- Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394), Securities, Commodity Contracts, and Other Financial Investments and Related Activities (523)
- SIC
- Security Brokers, Dealers & Flotation Companies (6211), Investment Advice (6282)
- akta.pro primary industry
- Digital Brokerage & Self-Directed Investing Platforms (FSAGAEAC)
- akta.pro secondary industries
- Execution-Only / Self-Directed Investing Platforms (FSAAAAAI), Multi-Asset ETFs & Index Allocation Funds (FSAAAJAB)
Keywords
Where InvestEngine is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
InvestEngine business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Infrastructure, Marketing or Sales
Revenue model
- Interest on Uninvested Cash: InvestEngine earns interest on uninvested cash held in client accounts. While clients do not receive interest on uninvested cash, the interest retained by InvestEngine helps fund the platform's fee-free DIY service. For Managed Portfolios, InvestEngine retains all interest earned on the cash element as part of its management charges.
- Managed Portfolio Fees: Clients who opt for Managed Portfolios pay a 0.25% annual fee, covering portfolio construction, monitoring, and rebalancing by InvestEngine's investment team. This fee is calculated daily and deducted monthly. Note: Managed Portfolios are currently unavailable to new clients.
- Partnerships with ETF Providers: InvestEngine has established educational partnerships with leading ETF providers including joint marketing arrangements. These collaborations support educational content creation, ETF investing promotion, and enable a broad range of investment options. Some ETF issuers pay InvestEngine a fee for joint marketing activities.
- Operational Efficiencies: The platform is designed for operational efficiency using automation and streamlined processes, reducing costs and enabling savings to be passed to clients, supporting the fee-free DIY model.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | DIY Investing — Zero platform fee for self-directed investors |
| Subscription | Monthly | Managed Portfolios — Hands-off investing for a 0.25% annual fee |
| Transaction based/ take rate | Pay-as-you-go | Referral Bonus Programme |
| Subscription | Annual | LEI Number for Business Accounts |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
InvestEngine product offering
Product offeringCore offering
InvestEngine is a UK-regulated direct-to-consumer investment platform offering fee-free ETF investing across multiple account wrappers — Stocks & Shares ISA, Self-Invested Personal Pension (SIPP), General Investment Account, and Business Investment Account. The platform aggregates client orders via a single daily trading window, enabling zero platform fees and zero dealing commissions, and provides access to 870+ ETFs from 17+ providers with automated investing tools (Savings Plans, AutoInvest, one-click rebalancing) and Portfolio Look-through transparency.
Product overview
InvestEngine is an ETF investing platform offering multiple account types (Stocks & Shares ISA, SIPP, General Investment Account, and Business Account) combined with three portfolio management options: DIY Portfolio (self-directed with zero fees), Managed Portfolio (0.25% annual fee, currently unavailable to new clients), and LifePlan Portfolio (0.25% annual fee, currently unavailable). The platform provides access to over 870 ETFs from leading providers including Vanguard, iShares, Invesco, and J.P. Morgan. Key features include Savings Plans for automated regular investing, AutoInvest for automatic cash deployment, Portfolio Look-through for holdings transparency, and one-click rebalancing. The platform differentiates on zero platform fees for DIY investing, charging no ISA, SIPP, or trading fees while earning revenue from interest on uninvested cash and managed portfolio fees.
Differentiator
Problem solved
Functional benefit
Products and services
- DIY Portfolio Self-directed investment portfolio allowing users to build and manage their own ETF portfolio from 870+ available funds with zero platform fees, one-click rebalancing, and automated savings plans. Designed for retail investors who want full control over portfolio construction.
- Managed Portfolio Ready-made managed portfolio with automated portfolio management, optimization, and rebalancing at a 0.25% annual management fee. Currently unavailable to new clients while the company focuses on operational efficiencies.
- LifePlan Portfolio Ready-made portfolio option designed to align with specific investor life goals, providing ETF-based investment exposure with target weights and ongoing management. Part of InvestEngine's expansion from ETF-only services to ready-made portfolios.
- Stocks & Shares ISA UK tax-efficient Individual Savings Account wrapper allowing investors to hold ETFs up to the annual ISA allowance (£20,000 in 2025/26) with zero platform fees and zero dealing commissions. UK residents aged 18+ can open and contribute.
- SIPP (Self-Invested Personal Pension) UK Self-Invested Personal Pension wrapper offering tax-relieved pension investing in ETFs with zero platform fees. Includes free pension transfer and a free LEI number for the first year on Business Account holders. UK residents 18+ can open and contribute up to £60,000 (2025/26) with carry-forward.
- General Investment Account (GIA)
Quantifiable outcome
- Zero platform fees — ISA, SIPP, General Account, and Business Account all fee-free for DIY investing
- +4 more outcomes
Companies that use InvestEngine
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
InvestEngine technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature5 records
InvestEngine partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- TrueLayercoreInvestEngine has integrated TrueLayer's Bank on File product for the new UK Payments Initiative (UKPI) account-to-account (A2A) payment scheme. This enables consumers to make regular, automated payments directly from their bank accounts for investing, using Open Banking rails, without relying on card payments or direct debit. InvestEngine is among the first platforms to go live with this capability.
- Quai Investment Services LimitedcoreQuai Investment Services Limited is the operator of the InvestEngine Pension Scheme (SIPP). Beneficiary nominations for the SIPP are guided by Quai Investment Services Limited in line with the scheme's Trust Deed and Rules. This is the underlying pension scheme operator relationship.
- Pie (Tax App)minorInvestEngine has partnered with Pie, an all-in-one tax app, to help clients claim additional rate pension tax relief. The partnership enables DIY customers to claim higher-rate tax relief on SIPP contributions at no cost through Pie's platform. This simplifies a complex tax process and reduces friction for InvestEngine pension users seeking maximum tax efficiency.
- ETF Providers (Invesco, Xtrackers, J.P. Morgan, Vanguard, Amundi, iShares, SPDR, HSBC, UBS, Lyxor, WisdomTree, LG, Fidelity, VanEck, Han ETF, Pimco, ARK Invest)coreInvestEngine has established educational partnerships with leading ETF providers including joint marketing arrangements. Some ETF issuers pay InvestEngine a fee for joint marketing activities. These arrangements support educational content creation and ETF investing promotion. All ETFs on the platform undergo standard due diligence and arrangements do not influence product placement or portfolio construction decisions in discretionary portfolios.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
InvestEngine competitors and assessment
Company assessmentBroad incumbents
- Hargreaves Lansdown: The largest UK direct-to-consumer investment platform with £187.7bn AUA. It offers ISAs, SIPPs, funds, ETFs, and shares across a broad portfolio of investment products — directly comparable to InvestEngine's account wrappers and self-directed investing audience, but with a much wider product catalog and premium pricing.
- AJ Bell: Major UK platform offering ISAs, SIPPs, and a broad investment range including ETFs, funds, and shares. Benchmarked explicitly on InvestEngine's SIPP page; competes for the same fee-sensitive long-term UK retail investor cohort.
- Vanguard UK: Vanguard's UK investor platform offering low-cost ETFs, ISAs, SIPPs, and General Accounts. Directly comparable on ETF-only investing thesis and cost leadership, with much larger AUA scale.
Direct peers
- Interactive Investor: UK flat-fee investment platform offering ISAs, SIPPs, and trading accounts with a similar self-directed investing proposition. It is frequently benchmarked against InvestEngine on the SIPP page and competes head-to-head for fee-conscious DIY investors.
- Trading 212: Commission-free UK and EU investing app offering ETFs, stocks, and CFDs with a self-directed, mobile-first experience. Closest direct competitor on the zero-commission DIY proposition and product-led growth motion.
- Freetrade: UK commission-free investment platform offering ISAs, SIPPs, and General Investment Accounts focused on low-cost DIY investing in stocks and ETFs. Highly comparable on product, target customer, and fee model.
- Nutmeg: UK robo-advisor offering managed portfolios, ISAs, and SIPPs at a flat or percentage fee. Directly comparable to InvestEngine's paused Managed/LifePlan products and competes for the same robo-advisor customer segment.
- Bestinvest: UK online investment platform offering ISAs, SIPPs, and a ready-made portfolio service alongside DIY investing. Compares on platform-based DIY investing, account wrappers, and managed portfolio tiers.
Emerging players
- Moneybox: UK app-based investing and savings platform offering ISAs, pensions, and general investing with a focus on beginners and regular savers. Comparable in target demographic and PLG/mobile-first distribution, with partial product overlap.
- Wealthify: UK robo-advisor providing managed portfolios, ISAs, and pensions with a low-fee digital experience. Comparable to InvestEngine's managed offering and competes for fee-sensitive UK retail investors seeking hands-off investing.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat7 records
Key risks6 records
Key highlights7 records
Customer concentration
InvestEngine social profiles
Digital presenceInvestEngine compliance and trust
Trust signalCompliance4 records
InvestEngine financial estimates
Financial estimateRevenue estimate
Valuation estimate
InvestEngine leadership team
Management profileNumber of profiles
Profiles4 records
InvestEngine funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
InvestEngine M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about InvestEngine
What does InvestEngine do?
InvestEngine is a UK-regulated direct-to-consumer investment platform offering fee-free ETF investing across multiple account wrappers — Stocks & Shares ISA, Self-Invested Personal Pension (SIPP), General Investment Account, and Business Investment Account. The platform aggregates client orders via a single daily trading window, enabling zero platform fees and zero dealing commissions, and provides access to 870+ ETFs from 17+ providers with automated investing tools (Savings Plans, AutoInvest, one-click rebalancing) and Portfolio Look-through transparency.
Is InvestEngine a public or private company?
InvestEngine is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was InvestEngine founded?
InvestEngine was founded in 2016. It employs 51 to 100 people.
Where is InvestEngine based?
InvestEngine is headquartered in London, United Kingdom, in the Europe region.
How does InvestEngine make money?
Four revenue lines are on record. Interest on Uninvested Cash is the primary driver. The others are managed Portfolio Fees, partnerships with ETF Providers and operational Efficiencies.
Who are InvestEngine's main competitors?
Broad incumbents on record are Hargreaves Lansdown, AJ Bell and Vanguard UK. Direct peers are Interactive Investor, Trading 212, Freetrade, Nutmeg and Bestinvest. Emerging players are Moneybox and Wealthify.
Does InvestEngine have an API?
No public API is recorded for InvestEngine.
What industry is InvestEngine in?
InvestEngine's product category is ETF investment platform. Its primary akta.pro industry code is FSAGAEAC, Digital Brokerage & Self-Directed Investing Platforms, with a secondary code of FSAAAAAI, Execution-Only / Self-Directed Investing Platforms. Its NAICS code is 523940 and its SIC code is 6211.