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Invest in your world with Simply EQ

Our online and phone-based investment service helps you plan for your financial future. We’ll get you started and then manage everything for you. Sustainable investing with Simply EQ does good for the planet and your pocket.

Ready made portfolios, ready to go

Use our simple online sign-up and take your pick from our plans. Invest in an ISA, Junior ISA, pension or general investment account. If you need any help, give us a call.

Future Leaders

Combines the growing preference for socially responsible portfolios with the increasing popularity of low-cost passive funds.

This strategy invests in well-run businesses, showing leadership within their sector in managing relevant environmental, social and governance (ESG) risks, and that avoid the most controversial sectors (armaments, tobacco, gambling). This is complemented by the addition of sustainable themed funds targeting specific positive impacts.

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Positive Impact

Our flagship impact investing strategy, designed around the UN Sustainable Development Goals.

This strategy selects funds that invest in companies helping to tackle social and environmental problems, while avoiding sectors such as tobacco, armaments, pornography and gambling.

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If you need any help, we’re always here for you. That’s finance on first name basis.

It's called Simply for a reason

The perfect way to kickstart your future

All you need to start is £1,000 lump sum or a £250 monthly commitment.

Consolidate your investments

It’s easy to pool any pockets of savings together in one place for convenience and flexibility.

The Simply way to go

We’ll do the management for you. It’s easy to get started and easy to keep track of how your money is performing.

Step 1 - Let's get started

Our online and telephone investment service is for individuals who don’t need a full financial plan. You can invest entirely online by completing our investment questionnaire. We’re also happy to talk you through it. It’s simply super-convenient.

Step 2 - We make a recommendation

We’ll help you choose the right investment strategy for you. We’re qualified financial advisers. We’ll track your performance and monitor your progress. And we’ll make sure you never risk more than you can afford.

Step 3 - We invest for you

Our investment team will build and manage a portfolio on your behalf. You’ll never have to worry about what markets are doing, or when to buy or sell. You can check how your investments are doing, online 24/7. And we’re always here to talk if you need to discuss anything.

Track your performance from your phone, or anywhere.

Get your portfolio in your pocket. Keep track of your fund’s performance using our portal. It’s easy!

Feeling adventurous? Balance is best? Proceed with caution?

Pick your level of risk. Buy into any portfolio at the risk level you’re comfortable with.

Cost of online individual Saving Accounts (ISAs) and general investment accounts (GIAs)

Your Portfolio

Up to £100,000

£100k - £250,000

£250k - £500,000

£500k - £1m


Fund charges*

Positive Impact & Future Leaders





call to discuss

0.25% - 0.6%

* All prices exclusive of VAT and MIFID II charges. Fund charges may vary slightly based on the funds in your portfolio.

We're here for you


Our qualified advisers are just a click away to answer questions and discuss your needs & financial goals.


Our qualified advisers are just a phone call away on 020 7488 7171 or let us give you a call back at a time that works for you.

In Person

Let’s meet face to face. Make a booking with an adviser in London, Brighton or Kent.

Frequently Asked Questions

What is the Simply EQ online investing service?

This service is a personal advice and discretionary management service aiming to help those with relatively straightforward investment requirements. We will make a portfolio recommendation based on the information you provide us with, our investment management team will then manage the portfolio on an on-going basis.

What is simplified advice?

Simplified advice is advice limited to one or more specific needs without involving a full (and costly) analysis of client circumstances that are not directly relevant. For those with more complex requirements we have a more comprehensive financial planning service.

How does it work?

Our online journey will help you by providing advice to match your personal investment objectives. We will ask you questions about your financial situation, your risk tolerance (your personal acceptance of risk) and your risk capacity (your ability to bear loss). We will then provide you with a detailed investment management proposal that outlines the portfolio we propose to build for you based on our understanding of your situation. If you wish to proceed and make an investment into a General Investment Account or ISA you can do this online. If you want to transfer an existing plan, or invest via a SIPP please call our advisers on 020 7488 7171.

Why invest online with EQ?

Choosing investments independently is difficult and time consuming. You risk creating a portfolio that is not suitable for your risk tolerance and potentially being exposed to losses you cannot accept. You will also need to monitor the portfolio to see if changes are required, including rebalancing. EQ provides a personal recommendation tailored to your needs, we then manage the investments on an on-going basis. We are regulated by the Financial Conduct Authority and our advice is covered by the Financial Ombudsman Service.

How long does it take?

It takes approximately 10 minutes to complete our questionnaire online and obtain a detailed personal recommendation. If you wish to proceed having done this, you can then provide personal details and pay online to set up your portfolio.

Can I talk to someone?

Absolutely. Our dedicated team of advisers are on hand to answer any questions and take you through the process. Just give us a call on 020 7488 7171, Monday-Friday 8:30am-5:30pm.

What type of accounts can I have?

You can hold your investments in General Investment Accounts (GIAs), Individual Savings Accounts (ISAs), Junior ISAs (JISAs) and Self-invested Personal Pensions (SIPPs).

How are the portfolios constructed?

Our experienced research team take a look at the bigger picture through macro-economic analysis before focusing on individual investment funds. We narrow these down through our research analysis before coming to our optimum blend of assets to deliver the highest possible return for the level of risk you are able to accept.

What sort of funds do you invest in?

We have access to thousands of investment products. This could include Collective investment vehicles, Unit trusts, Open-Ended Investment Companies (OEICs), fixed interest securities and cash. A break-down of the products selected for you can be viewed online having completed our risk profile questionnaire, or we can send this out to you if you would prefer to go through it over the phone.

How often will you review and change my portfolio?

Your investments will be monitored on an on-going basis. The underlying funds are continually monitored to check performance and ensure suitability for your portfolio. The asset-allocation of the portfolio is rebalanced quarterly in order to maintain the allocation that has been tailored to suit your specific investment needs.

What is asset-allocation?

Asset-allocation is a term used to for the composition of an investment portfolio between different types of assets (e.g. equities, bonds, property, commodities, alternatives such as hedge funds). Asset allocation is a key factor for determining the riskiness of a portfolio and its performance.

How much does it cost?

With up to £100,000 you can invest entirely online from just 0.99% +VAT. For amounts above £100k then please call us on 020 7488 7110.

Charges are transparent and affordable:

  • No initial or exit fees
  • No charge for transactions
  • No charge for ISA, GIA or SIPP wrappers
  • No charge for annual tax statements

How do I get your fee?

Our charges reflect any advice provided as well as the on-going supervision and re-balancing of your investment portfolio. Included in this fee is our administration of your account, and any telephone support from one of our advisers.

Is there a cost within the funds?

Yes. In addition to our fee there is a further cost for the underlying funds within the portfolio, charged by the fund manager. These will vary slightly from year to year as portfolios are rebalanced and the underlying funds change. The current estimated figure is shown in our charges table.

What service am I receiving for this fee?

The fund cost is charged by the fund manager for the on-going management of the fund, as well as administration costs.

How are your fees calculated?

Our fee is calculated on a monthly basis and taken at the end of each month in arrears for the whole of the month.

How and when do I pay this fee?

This will automatically be taken from your investments unless you specify you would like to pay us by direct debit from your bank account.

Who can use this service?

Any individual based in the UK with a UK address and UK bank account. For us to comply with US government tax regulation, we cannot hold accounts for US citizens.

Is there a minimum investment?

Yes, £1,000 lump-sum investment or regular saving of £250 per month. Please contact us to discuss further.

How much can I contribute

For an ISA the current annual allowance is £20,000 (2020/21), for a Self-invested Personal Pension the current annual allowance is 100% of your earnings or £40,000, whichever is lower.

Am I able to transfer existing investment products to you?

Yes. If you are an existing client you can download the forms to do this through your client portal, alternatively please contact one of our advisers who can send these forms out to you. If you do not have an account yet please contact one of our advisers who can help.

Can I do a partial transfer from an existing account to this service?

Yes. As above, if you are an existing client you can download the forms online or contact an adviser to send these to you. If you do not have an account yet please contact us.

How can I withdraw money?

In order to withdraw from your portfolio you can do so online in your client portal or by phoning (020 7488 7171) one of our advisers for help.

Can I cancel my account?

You may cancel an ISA or GIA account within 14 days of opening, or for a SIPP within 30 days. More details on your cancellation rights can be found in our Terms and Conditions.

Am I covered by the Financial Services Compensation Scheme?

Yes. EQ Investors is regulated by the Financial Conduct Authority and all our clients are covered by the Financial Services Compensation Scheme.

What sort of pension policies can you transfer in?

  • Defined Contribution policies
  • SIPPs held with other platforms

What sort of policies do we not accept?

  • Guaranteed Annuity Rate Policies
  • Life assurance policies
  • Occupational pension policies
  • Final Salary or Section 32 policies

Why do I need to get all the policy details before transferring?

Once a transfer has been made it can be very difficult to reverse it, sometimes impossible. It’s important to make sure you’re not disadvantaged by moving your pension to EQ Investors before going ahead.

What do you mean by adequate protection?

Before making an investment you need to make sure you and your family are able to deal with financial emergencies. These could include the loss of your job, illness that prevents you working or even the sudden death of you or your partner. You can protect against the financial effects of these events by taking out insurance policies.

Why do you suggest having emergency funds of three months essential outgoings?

The portfolios recommended by EQ Investors are daily traded which means you can instruct a sale at any time, but it could still take up to 10 days to get the money back to your bank account. If you needed money urgently, you may be forced to sell when markets are low and get back less than you invested. Keeping 3 months outgoings helps protect against this risk, but it is the minimum you should consider having in easily accessible cash.

Why don’t you offer a portfolio for risk level 1, 2 or 3?

If your risk profile is level 1, 2 or 3 you are not very comfortable with investment risk. To make sure the portfolio was right for you it would have to hold a lot of cash. Paying fees for a portfolio with a lot of cash is poor value for money so we recommend using an alternative solution.

Why don’t you take my other investments into account?

This is a simplified service which offers access to a number of model portfolios; these cannot be adjusted to take other investments into account. If you would like to review your whole financial planning you should use our full advice service.

Forms & downloads

A list of forms for transferring existing investments to EQ Investors can be found below:

© 2022 EQ Investors Ltd. Company registered in England and Wales (No.07223330). EQ Investors Limited is authorised and regulated by the Financial Conduct Authority (Ref. 539422). UK Investors only.