A new service for individual investors

16 May 2017 | Topical insights


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Commentary by Robyn Laidlaw, principal and head of distribution in the UK.

Robyn LaidlawSince we launched in the UK in 2009, Vanguard has aimed to serve the needs of advisers and institutional clients, principally through developing our range of low-cost index and active funds, single fund solutions and ETFs.  We continue to believe that most investors would benefit from accessing financial advice – as evidenced in our Adviser's Alpha research.

Vanguard's mission, however, is to take a stand for all investors, and that's why we're launching a new digital service for self-directed investors in the UK.

The service is designed for investors who choose not to use an adviser. We're offering all of our LifeStrategy, index, active and Target Retirement funds, as well as our full ETF range, through an ISA, Junior ISA or general account. We'll also be adding a low-cost SIPP in due course.

The new personal investor site at also includes educational material and our latest investment thinking, as well as a secure area for investors to trade and view their account balances. We're displaying all of this information in our usual straightforward style and delivering it directly to the investor's computer, tablet or smartphone.

We've designed the service for investors who prefer to make their own investment decisions. That said, where investors take advice and then separately transact on their own account - for instance when trading in ETFs - they can of course do this via the new service.

Some clients may choose to share their portfolio reports with their advisers on an ongoing basis. We're also interested to hear from advisers about how they might envisage using the new service with their own clients.

We will continue to build out our adviser offering over the coming years, including new products, further research supporting the value of advice and more educational material to help you develop your business.

Make sure you bookmark our dedicated adviser site,, to ensure you can continue to access this material quickly and easily.

We look forward to continuing to serve all our professional clients in the UK in the decades to come. We do not intend, however, to develop a full adviser platform in the UK.

If you have any questions about our direct investing new service, please speak to your normal Vanguard representative.

Important Information

The value of investments, and the income from them, may fall or rise and investors may get back less than they invested.


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