What is an Investment Platform?
Think of an investment platform as the modern marketplace for your money. Instead of juggling multiple accounts across different providers, an investment platform allows you to hold all your investments in one place — whether that’s your pension, ISA, general investment account (GIA), or even investment bonds.
It’s like having one dashboard for your financial life: easy to manage, transparent, and flexible.
Why Use an Investment Platform?
✅ Flexibility of Wrappers
You can open and manage different types of tax wrappers side by side:
- Pension – for long-term retirement savings with tax relief.
- ISA – tax-free growth and withdrawals.
- General Investment Account (GIA) – no contribution limits, useful once ISA allowances are maxed out.
- Investment Bonds – specialist wrappers with their own tax treatment.
✅ Access to Thousands of Funds
Depending on your goals and risk level, you can choose:
- Low-cost tracker funds (as little as 0.1% annually).
- Actively managed funds (closer to 1%).
- Specialist funds like ESG (ethical and sustainable investing).
✅ Competitive Costs
Most platforms charge a platform fee (often tiered, depending on the size of your investment).
On top of this, you’ll pay the underlying fund charges. Together, these tend to be more cost-effective than the old-fashioned way of investing.
✅ Everything in One Place
No more digging through paperwork from five different providers. Instead, you can log in, see everything, and make changes easily.
Examples of Investment Platforms
For DIY investors:
- Hargreaves Lansdown
- AJ Bell
- Interactive Investor
Through financial advisers:
- Aviva Platform
- Transact
- Quilter
Most modern advisers, including myself, manage client assets through investment platforms.
The Role of an Adviser
While platforms give you the tools, the real value comes from the plan.
Here’s why clients choose to work with me rather than going it alone:
- Tailored Strategy – Matching the right funds, wrappers, and tax approach to your goals.
- Ongoing Advice – Adjusting investments as markets, tax rules, and your life circumstances change.
- Time & Peace of Mind – You don’t want to spend your weekends comparing funds or calculating tax allowances.
Advisers typically charge between 0.5% – 1% per year, depending on the size of your portfolio and the services included. Importantly, these charges can be built into the platform, making it seamless.
The Bottom Line
Investment platforms are the modern way of investing.
They give you:
- Control.
- Choice.
- Cost efficiency.
But on their own, they’re just the vehicle. What matters is where you’re going — and that’s where financial advice makes the difference.
If you want clarity on whether you should go DIY or work with an adviser, my advice is simple: start with a conversation. You’ll quickly see where the value lies.
Ready to Take the Next Step?
If you’re wondering whether working with a financial adviser is right for you, why not have a no-obligation chat?
I’m Lee Gardner, Independent Financial Adviser, with over 35 years of experience helping clients make smarter decisions about their money, pensions, and investments.
Book a call with Gardner Financial Management today and discover how tailored advice can give you clarity, confidence, and peace of mind about your financial future.