skip to main content
Mar 2020

What's a Fund Supermarket - and Why Should I Have One?

What's a Fund Supermarket - and Why Should I Have One?

Branching out into the world of fund supermarkets can be a fairly daunting task: there is a lot to consider for a first-time investor. Lucky for you, we’ve done the legwork for you and compiled the basis all into one blog for you to get to grips with fund supermarkets. 

What is a fund supermarket?

A fund supermarket is a platform which allows people to buy, sell and hold your investment funds.

The clue’s in the name – there are a variety of different kinds of open-ended funds available, much like the variety of brands you can find of any given product at a supermarket. Some may also offer investment trusts, shares or ETFs (exchange-traded funds).

Why should I have one?

The main advantages of the fund supermarket is that the costs are comparatively low and they are a very convenient way to invest; the name ‘supermarket’ gives the game away. There is a lot of choice, so there should be something to suit everyone and you should be able to choose at your convenience.

They’re mostly online (although some offer services by phone) and if you want to have a look at great rates on fund supermarket ISAs, have a look at our page to compare the best rates.

What should I look for?

If you’re new to fund supermarkets and wondering what you should be looking for, a good fund supermarket should offer:

What do I need to bear in mind?

If you want to invest your money into a fund supermarket, remember that they are providing you a service – and that service isn’t free, so there will be fees. These tend to be annual fees and dealing fees, which will vary depending on the platform. Annual fees are to have an account and dealing fees are charged when you buy/sell or change investments.

The cheapest isn’t always the best option, so make sure you get a whole-view before making a choice.

How much can I put in a fund supermarket ISA?

As a fund supermarket ISA the ISA rules apply: your ISA limit remains at £20,000 (for tax year 2020 - 2021 – which will remain the same for tax year 2021 - 2022).

So, theoretically you can put up to £20,000 tax-free into a fund supermarket ISA per person per tax year, assuming you’ve not opened any other ISAs in this tax period. If you have, just subtract the amount you have already put into an ISA from £20,000 – the result of that sum is the amount of money you have left of your allowance.

If you want to invest the whole of your ISA allowance, you are able to – but diversifying your investments is always a good idea, so examine your needs and consider whether spreading your money across multiple different ISA accounts (e.g. Cash ISAs or Lifetime ISAs) might suit you. 

Read more about Fund Supermarket ISAs. 

Investment Fund Supermarket ISAs

Stocks & Shares ISA

from Hargreaves Lansdown

Allows ISA Transfers
  • Protection Scheme: FSCS
  • Fund Choice: 2,500+ Funds
  • Invest From: £25 pm

Why we like it: Choose your own funds or alternatively a ready made portfolio. Market-beating savings and discounts of up to 5.5%. No charge to buy and sell funds. Low, tiered annual charges for holding funds, with a maximum of just 0.45% per annum. Free fund updates and analysis from experienced research team. Invest with a financially secure, FTSE 100 company.

Important: The value of your investments can rise as well as fall. You may get back less than you invested. If you’re unsure, we recommend you ask for independent advice.

Stocks & Shares ISA

from Interactive Investor

Allows ISA Transfers
  • Protection Scheme: FSCS
  • Fund Choice: Access 40,000+ UK, US and international shares on 17 global exchanges. Choose from over 3,000 funds or select a ready made portfolio. Investment trusts, ETFs, Bonds & Gilts. Option to invest in 6 low cost funds selected by experts to get you started.
  • Invest From: £25 a month or any lump sum

Why we like it: An award-winning ISA that gives you complete control. The second largest platform in the UK with the widest choice of investment options in the market including funds, investment trusts, ETF’s and more. Strong ethical investment proposition with more than 140 investment options. Open online in less than 10 minutes. Access to expert independent ideas and analysis. Low cost fees and trading.

Important: The value of your investments can rise as well as fall. You may get back less than you invested. If you’re unsure, we recommend you ask for independent advice.

Selected ISAs

Stocks & Shares ISAs

from Legal & General

Allows ISA Transfers
Regular Savings
  • Fund Choice: Choose from 50+ L&G funds including low cost index tracker funds, multi asset, fixed income, property & equity funds. Alternatively let L&G managed your funds for you based on your risk profile.
  • Invest From: £20 per month or £100 single

Why we like it: Legal & General can help you save for a brighter future with their stocks and shares ISA. Choose from over 50 funds, including ready-made investment options that spread your money across different investments for you and sustainable funds that seek to make a positive difference without compromising financial returns. Please remember with investments, your capital is at risk, the value of your investment and any income from it may fall as well as rise and is not guaranteed. You may get back less than you invest.

Important: Please remember the value of your investment and any income from it may fall as well as rise and is not guaranteed. You may get back less than you invest.

Important Risk Information:

The value of investments can go down in value as well as up, so you could get back less than you invest. It is therefore important that you understand the risks and commitments. This website aims to provide information to help you make your own informed decisions. It does not provide personal advice based on your circumstances. If you are unsure of how suitable an investment is for you, please seek personal advice.

High Income ISAs

High income ISA ideas:

ISAs Products

Cash ISAs

Fixed Rate & Instant Access ISAs:

Cash ISAs: 

Stocks & Shares ISAs

Types of Stocks and Shares ISA include: 

Stocks and Shares ISAs

Latest News

Our Top Picks for Technology Stocks and Shares ISAs

19th January 2021

The tech industry has been booming for the past fifteen years; and it seems to be a rollercoaster that only goes up. The tech bubble has yet to burst, with companies coming out with more and more technological developments and consumer demand is certainly not slowing down. So, for the tech-savvy investor who wants to put their pennies behind this strong growing industry, we’ve put together our top three picks for Technology Stocks and Shares ISAs. 

Newsletter Signup

Sign up to our Newsletter to get exclusive news and offers direct to your inbox.

About us is a trading style of Fair Investment Company.

We've been comparing and recommending ISAs for many years so you can trust you're in good hands.

About us

4.74 Average

23 Reviews


I found the way the different options are presented very clear - much more useful than some other comparison sites. I sent it to my daughter as well.


Very informative, find myself a good ISA account with best return in terms of interest.


Easy to use website and up to date. Saved the link on my tablet.

Rob Holden

The website was very useful and informative.

Andrew Johnson

ISA can be confusing at first and this site includes a useful and helpful introduction into the world of ISAs


Excellent website - clear and helpful information about different products - and a trustworthy partner.


Easy to use website and up to date. Saved the link on my tablet.


Really simple to use and all the information was clear with lots of products available. The interest calculator was really handy too. Have bookmarked and will definitely use again.

Hannah Gordon

This was a really user-friendly site, and was very helpful when it came to comparing accounts and choosing my 2016 ISA.


Easy to use website and up to date. Saved the link on my tablet.


If you wish to invest in an ISA this site has it all. A super comprehensive range of simply explained products from all the major companies.

Cristina Iacob

Very knowledgeble company with an extensive range of services, a great website with loads of useful information.


Nice graphics and easy to navigate

Dr Alan Rogan BSc PhD FCIOB FCABE Eur Ing

Good advice and professional approach


Very helpful for getting my annual ISA

Jonny Doulton

Clear, concise and very professional outfit with an excellent choice of market leading deals.

Paul Tissington not only helped narrow down my choices for a Junior ISA but also provided additional practical information that helped demystify the whole process.

Sunil Karadia

Just the site I needed, I have been looking for a suitable ISA for a while, but as there are so many to choose from, find it difficult to find the right one for me.

James Weatheritt

I found the information on very helpful and easy to understand. The site is easy to navigate and find what you're looking for.

Lisa Holden

I found very insightful and easy to navigate through. The content was useful and helped me make my ISA decision.

Neta Pourhosseini

I thought the information provided was easy to understand and very informative, I would recommend to friends for deffinite.

Robert Murray

Great selection of Isa products, useful information and a very user friendly site