InvestingReviews

What InvestingReviews does

InvestingReviews is an independent UK investment comparison and review platform founded in 2020 by Simon Jones and operated through the legal entity Buzzfire Ltd (registered in England, company number 12402347). The company publishes expert reviews of more than 40 investing platforms and trading brokers — including eToro, Plus500, IG, Interactive Investor, Hargreaves Lansdown and Freetrade — alongside educational guides covering ISAs, pensions, ETFs, CFDs, forex and cryptocurrency exchanges. Its end users are UK retail investors, active traders and retirement savers seeking fee and service comparisons before selecting a platform; the site also publishes proprietary research such as the annual 'State of the UK Investment App Landscape' report (surveying 1,000+ UK investors) and original ISA millionaire analysis built on HMRC Freedom of Information data.

The platform is fundamentally a content publishing business rather than a technology company. Its product surface consists of SEO-optimized reviews, comparison articles and educational guides hosted on InvestingReviews.co.uk, supplemented by the 'That Investing Podcast' (distributed on Apple, Google and Spotify), a Substack-delivered newsletter, and a social presence across Facebook, X, LinkedIn and YouTube. The underlying go-to-market is product-led growth: free content drives organic search traffic, which is then monetized exclusively through affiliate commissions when users click through and sign up with partner platforms. The site is 100% free for consumers; there is no subscription, no SaaS product and no API surface.

Commercially, the company is founder-owned with no disclosed external funding and operates a remote team spanning the UK, Europe and the USA. Revenue is entirely affiliate/referral-based, making earnings sensitive to partner platform commission structures and regulatory developments affecting UK retail trading (notably FCA CFD marketing rules). Brand credibility has been reinforced through regular features in mainstream UK media including The Guardian, Sky News, FT Advisor, Evening Standard and Yahoo News, and the 'InvestingReviews®' name is a registered UK trademark.

Name

InvestingReviews

Legal name

Buzzfire Ltd

Website

https://investingreviews.co.uk

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

InvestingReviews is a UK-based independent investment comparison platform founded in 2020, providing expert reviews of 40+ investment platforms and trading brokers. Operating as Buzzfire Ltd, it monetizes free SEO-driven content via affiliate commissions from partner platforms.

Ownership category

akta.pro rank

Product category

Investment Platform Comparison & Reviews

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Investor Education, Research & Portfolio Analytics Services (Retail) (FSAAAAAO)

akta.pro secondary industry

Investing Fundamentals (Stocks, Bonds, Funds, Risk) (EDAAAJAH)

Keywords

• Investment platform reviews
• Trading broker comparison
• Financial comparison website
• Investor education content
• Affiliate review site

Headquarters

HQ city

Huddersfield

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Affiliate/Referral Revenue: The site receives compensation from partner platforms when users click through to sign up or use their services. Compensation arrangements may affect the order, position or placement of product information but do not influence editorial assessments.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

InvestingReviews is an independent, UK-focused comparison and review website that publishes expert reviews of 40+ investment platforms and trading brokers (including eToro, Plus500, IG, Interactive Investor, and Hargreaves Lansdown), educational investment guides, market news, original research reports, and a finance podcast. The site is free for consumers and generates revenue through affiliate commissions when users click through to partner platforms to sign up.

Product overview

InvestingReviews is an independent investment comparison and review platform offering a suite of products including expert reviews of 40+ investing platforms and trading brokers (such as eToro, Plus500, IG, Interactive Investor), comprehensive investment guides covering ETFs, ISAs, pensions, CFDs, and forex, original research reports (Annual Report, ISA Millionaire Research), and media content (That Investing Podcast, Newsletter via Substack). The platform focuses on helping UK investors find the right investment platform based on lowest fees, best customer service, and most comprehensive product range.

Differentiator

Problem solved

Functional benefit

Brands

• That Investing Podcast: A podcast from InvestingReviews that delves deeper into current financial affairs affecting everyday UK investors through conversations with leading contributors from the finance community.

Products and services

• InvestingReviews Platform Reviews Independent expert reviews and ratings of UK investing platforms and trading brokers (including eToro, Plus500, IG, Interactive Investor, Hargreaves Lansdown, and 40+ other platforms), provided free of charge to UK retail investors, traders, and retirement savers.
• That Investing Podcast A podcast from InvestingReviews featuring conversations with finance-industry contributors that explores financial affairs affecting UK investors, available on major podcast platforms.
• InvestingReviews Newsletter Substack-delivered newsletter providing exclusive stock analysis and investment insights to subscribers.
• State of the UK Investment App Landscape (Annual Report) Annual research report based on a survey of over 1,000 UK investors, covering investment app usage, preferences, and market trends in the UK.
• UK ISA Millionaire Research Original research on UK ISA millionaires using data obtained through Freedom of Information requests to HMRC, revealing 2,000+ ISA millionaires in the UK.

Quantifiable outcome

• Featured in multiple major UK media outlets demonstrating brand authority in the investment comparison space

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Buzzfire LtdparentOthersParent company and registered trading entity of InvestingReviews. Registered in England and Wales with company number 12402347.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• NerdWallet: US-headquartered personal finance comparison platform that reviews investment products, brokers and credit cards via affiliate links. Closely comparable business model (affiliate-led content for retail investors) though operating at much larger scale and primarily in the US.
• Finder: Global comparison and reviews site covering investment platforms, trading brokers, and financial products with an affiliate revenue model. Directly comparable to InvestingReviews in product/offering (platform reviews) and business model (affiliate), though materially larger and multi-geography.
• Moneyfacts: UK financial comparison data and editorial provider across savings, ISAs, pensions, mortgages and investment products. Direct UK peer with comparable comparison-driven editorial model and B2B data licensing overlay.
• Motley Fool UK: UK investing advice and education publisher offering platform reviews, stock recommendations and educational content. Comparable UK retail investor audience and content-plus-affiliate monetisation model.
• This is Money: UK personal finance and investment news and comparison site (MailOnline-owned), covering platforms, ISAs, pensions and brokers. Directly competes for UK retail investor comparison queries and editorial attention.

Broad incumbents

• Bankrate: US financial product comparison publisher covering banking, credit cards, mortgages, and investment accounts via affiliate revenue. Comparable affiliate comparison model but at larger US-centric scale.
• Investopedia: Global financial education and product comparison publisher owned by Dotdash Meredith. Comparable investor-education content model with overlapping UK and US broker reviews and affiliate monetisation.
• Forbes Advisor: Global financial advice and product comparison arm of Forbes, including broker and investment platform reviews with affiliate monetisation. Comparable affiliate-reviews model but operates within a much larger global editorial brand.
• MoneySavingExpert: UK's largest consumer finance comparison site, founded by Martin Lewis, covering financial products including investments. Broader incumbent with significantly larger audience and brand authority, but overlapping comparison content and affiliate model.

Emerging players

• Interactive Investor (editorial/content arm): UK platform with a substantial editorial and research content operation covering investing topics. Partial overlap as both a reviewed broker on InvestingReviews and a producer of comparison-style content targeting UK investors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/ReviewInvesting
• Facebookfacebook.com/investingreviews

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about InvestingReviews