---
title: UK investment platforms AI reputation tracker – September 2026
canonical_url: https://www.omniscan.ai/ai-benchmarks/uk-investment-platforms
type: dataset
publisher: Omniscan
sector: UK investment platforms
assistants: ChatGPT, Claude, Google
date_published: '2026-09-20'
last_updated: '2026-09-20'
companies: 10
questions: 10
data_download: https://www.omniscan.ai/ai-benchmarks/uk-investment-platforms/data.json
summary: 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%).
---

# UK investment platforms AI reputation tracker (September 2026)

> 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%).

Interactive version: https://www.omniscan.ai/ai-benchmarks/uk-investment-platforms

## Which platforms AI names

Share of AI answers that mention each platform.

| Platform | All assistants | ChatGPT | Claude | Google |
| --- | --- | --- | --- | --- |
| AJ Bell | 87% | 96% | 96% | 66% |
| Hargreaves Lansdown | 83% | 94% | 98% | 55% |
| Interactive Investor | 79% | 74% | 96% | 66% |
| Trading 212 | 63% | 54% | 80% | 55% |
| InvestEngine | 58% | 74% | 66% | 32% |
| Vanguard | 58% | 62% | 76% | 34% |
| Fidelity | 30% | 44% | 30% | 14% |
| Freetrade | 29% | 14% | 54% | 18% |
| IG | 18% | 0% | 48% | 5% |
| Interactive Brokers | 13% | 10% | 20% | 9% |

## How AI describes them

Tone of each platform's own mentions in AI answers.

| Platform | Positive | Neutral | Negative | Net tone |
| --- | --- | --- | --- | --- |
| Interactive Brokers | 100% | 0% | 0% | +100 |
| Trading 212 | 96% | 3% | 1% | +95 |
| InvestEngine | 96% | 2% | 1% | +95 |
| Interactive Investor | 94% | 1% | 5% | +89 |
| AJ Bell | 91% | 2% | 7% | +84 |
| Freetrade | 81% | 14% | 5% | +76 |
| Fidelity | 84% | 2% | 14% | +70 |
| Vanguard | 77% | 10% | 13% | +64 |
| Hargreaves Lansdown | 76% | 7% | 18% | +58 |
| IG | 62% | 12% | 27% | +35 |

## Who AI singles out, question by question

Shares are of the answers to that question.

- **Which UK investment platform is best for beginners?** Most often picked: Trading 212 (60%).
- **Which UK investment platform has the lowest fees?** Most often picked: Trading 212 (7%). Most criticised: Hargreaves Lansdown (47%).
- **Which UK investment platform is best for a stocks and shares ISA?** Most often picked: Trading 212 (36%).
- **Which UK investment platforms have the best and worst customer service?** Most often picked: AJ Bell (90%). Most criticised: IG (50%).
- **Which UK investment platform is best for a SIPP or personal pension?** Most often picked: AJ Bell (60%).
- **Which UK investment platform is best for a portfolio over £100,000?** Most often picked: Interactive Investor (87%). Most criticised: Hargreaves Lansdown (27%).
- **Which UK investment platform is best for research and fund recommendations?** Most often picked: Hargreaves Lansdown (93%).
- **Which UK investment platform has the best app and website?** Most often picked: Trading 212 (60%).
- **Which UK platform is best for buying US shares and funds?** Most often picked: Trading 212 (60%). Most criticised: Hargreaves Lansdown (40%).
- **Is my money safe if an investment platform goes bust, and which are the most trustworthy?** Most often picked: AJ Bell (7%). Most criticised: Beaufort Securities (20%).

## By assistant

- ChatGPT: AJ Bell is named most often (96% of its answers).
- Claude: Hargreaves Lansdown is named most often (98% of its answers).
- Google: AJ Bell is named most often (66% of its answers).

## Sources AI cites

| Website | Answers citing it |
| --- | --- |
| which.co.uk | 34% |
| forbes.com | 31% |
| ajbell.co.uk | 31% |
| moneysavingexpert.com | 29% |
| trustintelligence.co.uk | 29% |
| stockbrokers.com | 28% |
| hl.co.uk | 24% |
| investengine.com | 23% |

The most-cited platform website is ajbell.co.uk (31% of answers).

## 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. Recommendations for communications teams and the full PDF report are available on the interactive page.

## How to cite

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