Omniscan intelligence ·

Assistants ChatGPT Claude Google

UK investment platforms AI reputation tracker

How Google, ChatGPT and Claude describe and recommend the platforms serving UK investors. Which platforms stand out, what earns praise or criticism, and where the opportunities lie.

10 platforms · 10 questions · 3 AI assistants

In short

AJ Bell is named in 87% of AI answers, more than any other platform. Among platforms named in at least one answer in five, Trading 212 and InvestEngine are described most positively (96% of mentions) and Hargreaves Lansdown is described most negatively (18%).

Which platforms does AI name?

Share of answers that mention each platform.

  1. AJ Bell 87%
  2. Hargreaves Lansdown 83%
  3. Interactive Investor 79%
  4. Trading 212 63%
  5. InvestEngine 58%
  6. Vanguard 58%
  7. Fidelity 30%
  8. Freetrade 29%
  9. IG 18%
  10. Interactive Brokers 13%

How does AI describe them?

Tone of each platform's own mentions, ordered by net tone (positive minus negative).

Positive Neutral Negative

  1. Interactive Brokers 100% +100
  2. Trading 212 96% +95
  3. InvestEngine 96% +95
  4. Interactive Investor 94% +89
  5. AJ Bell 91% +84
  6. Freetrade 81% 14% +76
  7. Fidelity 84% 14% +70
  8. Vanguard 77% 10% 13% +64
  9. Hargreaves Lansdown 76% 18% +58
  10. IG 62% 12% 27% +35

Who does AI single out?

For each question: the platform the assistants most often pick as their answer, and the one they criticise most. Percentages are shares of that question's answers.

  1. Which UK investment platform is best for beginners? Picked as the answer: Trading 212 60%
  2. Which UK investment platform has the lowest fees? Picked as the answer: Trading 212 7% Criticised most:Hargreaves Lansdown 47%
  3. Which UK investment platform is best for a stocks and shares ISA? Picked as the answer: Trading 212 36%
  4. Which UK investment platforms have the best and worst customer service? Picked as the answer: AJ Bell 90% Criticised most:IG 50%
  5. Which UK investment platform is best for a SIPP or personal pension? Picked as the answer: AJ Bell 60%
  6. Which UK investment platform is best for a portfolio over £100,000? Picked as the answer: Interactive Investor 87% Criticised most:Hargreaves Lansdown 27%
  7. Which UK investment platform is best for research and fund recommendations? Picked as the answer: Hargreaves Lansdown 93%
  8. Which UK investment platform has the best app and website? Picked as the answer: Trading 212 60%
  9. Which UK platform is best for buying US shares and funds? Picked as the answer: Trading 212 60% Criticised most:Hargreaves Lansdown 40%
  10. Is my money safe if an investment platform goes bust, and which are the most trustworthy? Picked as the answer: AJ Bell 7% Criticised most:Beaufort Securities 20%

Picked as the answer Singled out critically

Does it depend which assistant you ask?

Share of each assistant's answers that mention each platform. The ten most named are shown.

Platform ChatGPT Claude Google
AJ Bell 96% 96% 66%
Hargreaves Lansdown 94% 98% 55%
Interactive Investor 74% 96% 66%
Trading 212 54% 80% 55%
InvestEngine 74% 66% 32%
Vanguard 62% 76% 34%
Fidelity 44% 30% 14%
Freetrade 14% 54% 18%
IG 0% 48% 5%
Interactive Brokers 10% 20% 9%

Which sources shape the answers?

Share of answers citing each website.

  1. which.co.uk 34%
  2. forbes.com 31%
  3. ajbell.co.uk 31%
  4. moneysavingexpert.com 29%
  5. trustintelligence.co.uk 29%
  6. stockbrokers.com 28%
  7. hl.co.uk 24%
  8. investengine.com 23%

31%

is the most any platform's own website is cited (ajbell.co.uk). Independent guides, regulators and comparison sites write most of the answer.

What comms teams can do about it

  1. 1

    Improve inclusion and accuracy in comparison guides

    Prioritise Forbes Advisor UK’s ISA and trading-platform guides, Which? reviews and StockBrokers.com comparisons. Check coverage and factual accuracy; send reviewers dated fee, feature and service updates.

  2. 2

    Make costs and product differences easy to compare

    Publish clear examples by account type, portfolio size and trading frequency. Explain fund choice, foreign-exchange charges and pension features on pages AI can cite.

  3. 3

    Strengthen the areas where competitors lead

    Use the question-level results to choose a focus. For research, show the quality of your fund analysis; for service and apps, publish evidence of improvements. Track changes in visibility, sentiment and citations.

Download the full investment platforms report (PDF)

Method

10 questions UK customers ask, put repeatedly to ChatGPT, Claude and Google AI Overviews with the United Kingdom as the user's location, 20 September 2026. Naming figures are shares of all answers; tone figures are shares of each platform's own mentions.

Cite as: Omniscan, “UK investment platforms AI reputation tracker”, September 2026, https://www.omniscan.ai/ai-benchmarks/uk-investment-platforms

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