The Winners of the Best Buy Awards 2025

Boring Money have revealed the winners of their annual investment awards, crowning six ISA providers and eight pension providers as winners of the coveted Boring Money Best Buy Awards 2025.

The winners of the Best Buy ISAs 2025 are:

• AJ Bell

• Hargreaves Lansdown

• Interactive Investor

• Nutmeg

• Trading 212

• Vanguard

The winners for the 2025 Boring Money Best Buy SIPP are:

• AJ Bell

• Fidelity

• Hargreaves Lansdown

• Interactive Investor

• Moneyfarm

• Nutmeg

• PensionBee

• Vanguard

Now in their eighth year, these awards are built on months of independent research, including:

• 40+ live test accounts assessing platform functionality

• 100s of hours of call centre testing for customer service insights

• Detailed cost modelling across different portfolio types

• Over 27,500 real customer reviews

The Boring Money awards have emerged as a mark of trust and impartial validation, featured in the national press, OOH advertisements, brand homepages, and marketing materials. They continue to be an invaluable proof point to market to consumers.

In our efforts to simplify decision making and support consumer choice, the awards are split into three key categories, recognising providers who deliver standout experience, value, and service.

Specialist Award Winners

Additionally, to support the industry, we have expanded our specialist awards that were judged by an expert panel.

Paul Bradshaw Innovation Award

The winner of the Paul Bradshaw Innovation Award, which recognises leading innovation in the wealth, investment and pensions sector was Punter Southall.

Judged by panel of Boring Money's own CEO Holly Mackay, Chris Bradshaw, Consultant at Accenture, CEO of SECCL Tech David Ferguson, and Consultant, Laura Eeles, Punter Southall won for their hybrid digital at-retirement advice solution supported by chartered financial planners to help consumers blend annuity, drawdown, and cash to meet their personal retirement needs.

The judges commented;

“Punter Southall takes something which is absurdly complicated and makes it accessible for normal people, who could go onto this site and read the detail but not get bogged down. I felt I would read this and learn something – the level was right”.

Fidelity and Monzo also picked up “Highly Commended” nods for their respective innovations, the judges add;

“Fidelity was highly commended, for their Raptor platform - a real time data analytics platform which takes in multiple data sources relating to client interactions. It then sequences these data points, makes sense of them, and compares these against known anomalous patterns of behaviour that might indicate a client is vulnerable in some way.They are bringing together lots of data sets and using this in a predictive way which is forward-thinking and solves a real word problem. This has the potential to set a new standard across the industry.”

They continue;

“Monzo has highly commended for its trio of security tools to protect customers against fraud. Innovation is not just about engineering but also about how people engage with this, and what behaviours it prompts. Monzo will increase a significant number of people’s understanding of security – I think this is as much about the way in which they have done it, as the fact that they have done it .”

Best Support For Vulnerable Customers Award

The Best Support For Vulnerable Customers Award recognised firms which have excelled in identifying and supporting the needs of vulnerable customers over the last 12 months.

The judges, Holly Mackay, CEO of Boring Money, Cris Fitch, PhD, FRSPH Vulnerability Lead at Money Advice Trust, and Kirsty Good, Consultant at Brunswick Group Advisory, looked for firms that have gone the extra mile in thinking about how to understand their vulnerable customers and to improve outcomes for them, and evidence the impact made.

Chase de Vere were crowned as overall winners, with the judges noting;

“Chase de Vere was a standout entry that unanimously impressed the judges. Within the personal injury team, Chase De Vere realised they had a ‘crack team’ who were managing customers with multiple vulnerabilities but they had the humility to realise they were falling short in other areas of their business. Using this pocket of expertise, and with a sharp focus on getting to know the individual needs of all of their customers, Chase De Vere set about raising the bar across the business. Crucially, in their entry, Chase De Vere demonstrated how the effort they put into better understanding the characteristics of their vulnerable customers enabled them to adapt how they deliver their services to achieve better outcomes for them. They proved it can be done throughout a system, at scale. Smaller firms can get overlooked in awards like this but Chase de Vere have proven that being a smaller firm need not be a barrier to delivering better outcomes for vulnerable customers.”

The 2024 winners, Fidelity, won highly commended for their entry;
After last year’s win, the judges were thrilled to see a new entry from Fidelity showcasing how their appetite and determination to tackle some of the most complex areas of vulnerability hasn’t wavered. Again, the judges were impressed with how Fidelity honed-in on a specific area of vulnerability, making it their business to improve their operations, understanding of, and behaviours towards supporting customers at risk of suicide. Fidelity has taken a multi-step, proactive approach acting to change their systems, create a single point of contact for the customer and deliver highly-targeted and specific training for staff. Crucially, they haven’t acted in isolation, Fidelity has formed strong partnerships with those organisations with expertise in suicide.

Like last year, Fidelity’s impressive self-motivation and innovation forced the judges to pause for a moment. The team analysed approximately 900 death certificates from 2022/23 of customers who had held Self-Invested or Workplace Pensions and found an increase of suicide being mentioned as cause of death; specific methods of suicide were also mentioned. This insight proved to be invaluable to their thinking. Their approach is a blueprint for the whole industry to aspire to.”

Consumer Choice Award

Channelling the voice of the customer, Boring Money asked readers to nominate their favourite investment platform, with the aim of recognising overall excellence in product and service delivery. Boring Money considered both the number of nominations and the weight of conviction held by consumers, as measured by likelihood to recommend and overall satisfaction with the service.

Interactive Investor secured consumers top choice, with AJ Bell and Trading 212 securing “Highly Commended” spots.

Best for Client Communications

This award is dedicated to excellence in client communication, acknowledging firms which have made huge progress and delivered great content and comms over the last 12 months. The judges looked for examples of client communications which are clear and easy to understand, and those that both informed and engaged the consumer, enabling better choices and above all, supporting better customer outcomes.

Our judges were Boring Money CEO Holly Mackay, Georgiana Brown, Boring Money's Research Director, Ruston Smith, the Non Exec Chair of the Tesco Pension Fund, JP Morgan Asset Management, and Smart Pension.

They did not find an overall standout winner in this category. The judges were looking for engaging communications, which cut through and resonated well, setting new standards across the industry, which had good reach across various channels, and also led to good consumer understanding, evidencing better choices and outcomes for consumers.

Whilst many of the entries demonstrated good click-throughs and viewer figures for video, and some of the content was clearly engaging, none of the entrants was a definitive winner when judged on both the delivery of excellent, standout content with evidence of how consumers had acted on the messages and whether these communications had led to better customer outcomes.

The judges did want to acknowledge great work done by Hargreaves Lansdown, Monzo and Smart Pension for their submissions, awarding them each with “Highly Commended” wins.

You can see the full list of winners here.