Who does AI recommend for Online brokers in the UK?
87 AI answers to 22 customer questions in ChatGPT, Gemini, Google AI Mode and AI Overviews.
First measurement · 9 Nov 2026 · weekly from 16 Nov
Trading 212 and InvestEngine are tied at the top.
The ranking
- 1Trading 21261%
- 2InvestEnginetied55%
- 3AJ Belltied54%
- 4Vanguard UKtied48%
- 5interactive investortied43%
- 6Hargreaves Lansdowntied43%
- 7Freetradetied33%
- 8Moneyboxtied17%
- 9Interactive Brokerstied14%
- 10eTorotied9%
- 11Lightyeartied6%
- 12Fidelity UKtied6%
- 13Plumtied4%
- 14Nutmegtied2%
Dot = measured share, bar = 95% range. Effective sample: n = 33.
Every AI has its own favourite
Same questions, four AIs: how often each one names the brands. Highlighted: each AI's favourite.
| Brand | ChatGPT | Gemini | AI Mode | AI Overviews |
|---|---|---|---|---|
| Trading 212 | 64% | 68% | 55% | 62% |
| InvestEngine | 59% | 73% | 36% | 57% |
| AJ Bell | 50% | 55% | 55% | 62% |
| Vanguard UK | 50% | 55% | 45% | 43% |
| interactive investor | 45% | 41% | 50% | 38% |
| Hargreaves Lansdown | 23% | 45% | 59% | 38% |
| Freetrade | 36% | 32% | 32% | 38% |
| Moneybox | 9% | 14% | 27% | 19% |
| Interactive Brokers | 14% | 5% | 14% | 24% |
| eToro | – | 5% | 18% | 14% |
| Lightyear | 5% | – | 9% | 10% |
| Fidelity UK | 5% | 5% | 5% | 10% |
| Plum | 5% | 5% | 5% | – |
| Nutmeg | – | 5% | 5% | – |
Each AI gives about a quarter of the answers: differences below roughly 20 points may be chance.
All 22 questions and who AI names
Search a question or pick a brand: where is it named, where is it missing?
22 of 22 questions
Which UK broker has the lowest fees?
- Trading 2124/4
- AJ Bell3/4
- Freetrade3/4
- Interactive Brokers3/4
- interactive investor3/4
- InvestEngine3/4
- eToro1/4
- Hargreaves Lansdown1/4
- Lightyear1/4
- Vanguard UK1/4
Which platform is cheapest for buying ETFs in the UK?
- InvestEngine4/4
- Trading 2124/4
- interactive investor3/4
- AJ Bell2/4
- Vanguard UK2/4
- Freetrade1/4
- Interactive Brokers1/4
Which investing app is the most trustworthy?
- Hargreaves Lansdown4/4
- AJ Bell3/4
- interactive investor3/4
- Freetrade2/4
- InvestEngine2/4
- Trading 2122/4
- Fidelity UK1/4
- Interactive Brokers1/4
- Vanguard UK1/4
Which investment platform has the best app?
- Trading 2124/4
- InvestEngine3/4
- eToro2/4
- Freetrade2/4
- interactive investor2/4
- AJ Bell1/4
- Fidelity UK1/4
- Hargreaves Lansdown1/4
- Moneybox1/4
Which broker is best for small amounts of money?
- Freetrade4/4
- InvestEngine4/4
- Trading 2124/4
- eToro1/4
- Hargreaves Lansdown1/4
- interactive investor1/4
- Lightyear1/4
- Moneybox1/4
Which platform should I use to start investing £100 a month?
- InvestEngine4/4
- Trading 2124/4
- Vanguard UK4/4
- AJ Bell3/4
- Moneybox2/4
- Freetrade1/4
- Hargreaves Lansdown1/4
- interactive investor1/4
Which broker is best for experienced traders?
- Interactive Brokers4/4
Which UK investment platform has the best customer service?
- AJ Bell3/3
- Hargreaves Lansdown3/3
- eToro1/3
- interactive investor1/3
- InvestEngine1/3
- Trading 2121/3
- Vanguard UK1/3
Number = answers naming the brand out of all answers to this question. There are few per question: a direction, not a ranking.
The pages AI cites most
- moneysavingexpert.comin 39 of 87 answers
- which.co.ukin 22 of 87 answers
- investengine.comin 18 of 87 answers
- forbes.comin 15 of 87 answers
- youtube.comin 15 of 87 answers
- trading212.comin 14 of 87 answers
- freetrade.ioin 13 of 87 answers
- ii.co.ukin 12 of 87 answers
Share of answers with sources that cite the page.
A real answer
Which UK broker has the lowest fees?
Named, in this order:
1. Trading 212 2. InvestEngine 3. Freetrade 4. Lightyear 5. interactive investor 6. AJ Bell 7. Interactive Brokers
What is the best stocks and shares ISA provider?
Named, in this order:
1. Vanguard UK 2. Trading 212 3. Freetrade 4. InvestEngine 5. interactive investor 6. Hargreaves Lansdown 7. AJ Bell
Which broker is best for small amounts of money?
Named, in this order:
1. Trading 212 2. InvestEngine 3. Freetrade 4. Lightyear 5. eToro 6. Hargreaves Lansdown 7. interactive investor
Which investing app is the most trustworthy?
Named, in this order:
1. AJ Bell 2. Fidelity UK 3. Interactive Brokers 4. Hargreaves Lansdown 5. Trading 212 6. Freetrade 7. InvestEngine
How strong is the leader in other industries?
Share of answers naming each industry's leader.
- CRM softwareHubSpot99%
- Mobile plansThree89%
- Accounting & taxQuickBooks79%
- EnergyOctopus Energy76%
- NeobanksStarling Bank69%
- Online brokersTrading 21261%
- Fashion onlineASOS58%
- E-bikesSpecialized53%
- Car insuranceMoneySuperMarket51%
- Travel bookingBooking.com29%
Is your brand in it, or missing?
Measure what AI says about you: 50 questions of your own, four engines, free for good.
Data wrong or a brand missing? Write to us: hello@kennt.aiHow we measure
Per industry, 50 questions the way customers ask them, without brand names. Each question goes to ChatGPT, Gemini, Google AI Mode and AI Overviews every three days, logged out, from the country measured, in its language.
Visibility = share of answers that name a brand. Answers to the same question are related; the 95% range accounts for that.
"Tied" means two brands' ranges overlap, so the difference may be chance. We only show a change from last week when the ranges don't overlap.
Full methodology