When you invest in an ISA you are charged an initial amount by the fundmanager for them to set up the account.
This is usually around 5% of the amount you invest. By investing through Allenbridge, you avoid most of this cost, and often pay no inital charge.
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As well as offering amazing discounts, Allenbridge analyses funds month by month to produce a rating between 10 (good) and 1 (low).