“Can a commission-free retail broker expand its product depth—ISAs, SIPPs, Treasury Bills, and seamless open-banking deposits—to become the primary investment account for UK retail investors?”
Founded in 2017 as a commission-free retail investing app for UK consumers, Freetrade built its own brokerage infrastructure including CREST settlement integration, client money accounts, and a nominee structure (Freetrade Nominees Limited). Over time it moved beyond pure equities to add ISAs, SIPPs, and then higher-yield cash-like products such as UK Treasury Bills, steadily expanding its suite of regulated financial products. The embedded finance angle centres on using open banking (TrueLayer) to remove deposit friction at scale, and building a proprietary Google Cloud–based payments platform to support European expansion.
Freetrade connects to bank accounts through TrueLayer.
Freetrade is founded in 2017 and headquartered in London, England, United Kingdom.
Freetrade has raised $160M in total.
Get a read on where your own stack stands against Freetrade and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.