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Aviva's investments arm offers a stocks and shares Isa, general investment account, Sipp, income drawdown and annuities.
Wealthify also operates under the Aviva Group and offers a junior Isa and junior Sipp.
You need a minimum of £25 to start investing with Aviva.
Please note that this article is for information purposes only and does not constitute advice. Please refer to the particular terms and conditions of an investment platform before committing to any financial products.
Does Aviva offer the best stocks and shares Isa?
Aviva
Aviva was rated highly by customers (77%) but we gave poor scores for its relatively pricey fees and limited choice of assets, of 32% and 28% respectively.
If you're thinking of using Aviva to take an income from your pension in a drawdown plan, read our comparison of pension drawdown plans and charges.
'UK-only investing that's popular with customers'
Megan Thomas, Which? investments writer, says:
Aviva's stocks and shares Isa was well-regarded by customers in our survey, but our assessment of its fees and asset options showed there are better options elsewhere.
While it's a reasonably priced option if you've got less than £25,000 to invest, anyone with more will find they're paying more than the average across all stocks and shares Isas.
You wouldn't be able to invest directly in any international stocks either, as Aviva only offers UK equities (though you can get international exposure through funds, trusts and ETFs).
If that doesn't matter to you, then Aviva could be a good fit. Users praise its value for money, straightforward website and app, information, alongside its customer service, which you can contact over email, phone and online chat.
What do customers say about Aviva?
Aviva customers scored it 77%, the fourth-highest score of any platform in our survey.
Comments from Aviva customers that took part in our survey include:
'Their platform is easy to use and makes managing my stocks and shares Isa straightforward. The performance tracking tools and clear investment options give me confidence in making informed decisions. Additionally, their customer service has been responsive and helpful whenever I’ve had questions.'
'I find the Aviva online and mobile app really easy to use. I can log in quickly, see all my stocks & shares Isa holdings clearly, check performance whenever I want and make additional investments or withdrawals without hassle. The information is straightforward, there are no hidden fees that I've noticed, and I feel in control of my investments.'
'Reliable and trustworthy, but not the cheapest'
Visit Aviva to find out more about its accounts, services and investment options.
Aviva customer scores in more detail
Aspect of service
Star rating
Customer service
★★★★☆
Ease of use
★★★★☆
Information on investments
★★★★☆
Value for money
★★★★☆
These results are based on a January 2026 online survey of 3,053 adults – members of the Which? Connect panel and members of the public – who shared 4,146 experiences. Aviva results based on sample size of 168. The customer score is based on satisfaction with the brand and likelihood to recommend.
Is Aviva safe?
Aviva is regulated by the Financial Conduct Authority and covered by the Financial Services Compensation Scheme (FSCS).
If Aviva went bust and its other arrangements to protect your money failed, the FSCS will cover up to £85,000 of investments per person, per platform. You can claim for free online at fscs.org.uk: there's no reason to use a claims management company.
Our overall score is based on a combination of customer score, fees score, and assets score.
We don't analyse the performance of investments listed by investment platforms, as different investors will opt for different investments.
Customer score and ratings
We surveyed 3,053 investors – members of the Which? Connect panel and of the public – who gave 4,146 reviews of stocks and shares Isas in January 2026.
Each platform must get at least 30 responses to receive a customer score, which is based on overall satisfaction and likelihood to recommend.
The customer score makes up 60% of the overall score.
We also ask investors to rate their current platform for customer service, ease of use, information on investments, and value for money.
Fees score
The fees score uses snapshots of account and transaction fees at £5,000, £10,000, £25,000, £50,000, £100,000, £250,000, and £500,000. The fees assume four purchases and four sales in a year, spaced out in across months.
Fees are weighted higher closer to £50,000 as this is close to the average portfolio size, according to HMRC data.
The scores are assigned relative to the cheapest platform which would receive a score of 100%.
The fees score makes up 30% of the overall score.
Assets score
The assets score adds together all of the assets available within a stocks and shares Isa and assigns a score relative to the maximum out of the providers which receives 100%.
The assets score makes up 10% of the overall score.
To be considered to be a Which? Recommended Provider (WRP), the platform needs to have an overall score of 70% or higher.
Companies that reach this score are excluded if they're among the top 25% of the most expensive platforms across our scenarios, based on our fees analysis. Platforms are not eligible for WRP status if they receive a two-star rating or lower in any of our categories.
We also apply statistical tests that place the platforms into ‘bands’. Only the platforms in the highest two bands – the ones that really stand out – can be a WRP.
We will not give Which? Recommended Provider status to platforms that offer CFD trading.
To be eligible for our Great Value recommendation, platforms must be in our top three customer score bands and among the 25% least expensive in the asset categories they offer (any combination of funds, shares, or ETFs).
