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Guides
Plain-English explanations of ISAs, SIPPs, platforms and investing strategy — no jargon, no sales pitch.
ISAs
What is a Stocks & Shares ISA?
Beginner · 8 min read
S&S ISA vs Cash ISA: the full comparison
Intermediate · 10 min read
ISA season: how to use your annual allowance
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SIPPs
How a SIPP works and who it's for
Beginner · 9 min read
SIPP tax relief explained: how to claim it
Intermediate · 7 min read
Platforms
The platform decision: how to choose
Intermediate · 12 min read
COURSE
How to transfer an ISA without losing tax benefits
Intermediate · 5 min read
ETFs & Funds
ETFs vs funds: which should you buy?
Beginner · 8 min read
Global tracker funds: the complete beginner guide
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Tax
Capital gains tax on investments: 2025 guide
Intermediate · 9 min read
Dividend tax: what you owe and how to reduce it
Intermediate · 6 min read
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EI
Effective Investor
Independent investing intelligence for UK self-directed investors. No ads, no fund manager influence — just honest analysis.
Why we built this
UK retail investors deserve the same quality of analysis that institutional investors take for granted. Effective Investor closes that gap — practical, data-led, and always free to access.
Who's behind it
S
Stephen
Founder, Effective Investor
Former institutional analyst with a background spanning asset management and financial data. Built Effective Investor because the tools available to self-directed investors weren't good enough.
CAIA designation
Chartered Alternative Investment Analyst
BlackRock
Previous institutional experience
Markets Recon
Co-founder, institutional financial data
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How EI makes money
Some platform links on this site are affiliate links — if you open an account, we may receive a commission at no cost to you. This never influences our fee comparisons or editorial recommendations. Affiliate relationships: Hargreaves Lansdown (Impact), AJ Bell (Awin), Interactive Investor and InvestEngine (direct).
Our principles
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Transparent methodology
Every comparison tool shows its workings.
Editorially independent
No fund manager or platform influence on content.
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