This in-depth analysis examines the Individual Savings Account (ISA) market landscape based on data collected on 24 legitimate providers with over 1,333 customer records. Our findings reveal a market dominated by Cash ISAs (85.3%) with an average interest rate of 3.8%, though with significant variations across providers. Traditional banks continue to maintain substantial market share, but face increasing competition from agile fintech platforms that are capturing younger demographics through competitive rates and innovative features.

Key findings include:

• Nationwide leads established banks 
• Chip demonstrates remarkable growth with an 84.21% acquisition rate
• Trading 212 continued to show strong appeal to younger investors with competitive rates
• A clear demographic segmentation exists with specific providers dominating different age brackets
• Monthly contribution patterns reveal distinct customer engagement strategies across the market

This report provides detailed segmentation by provider type, demographic distribution, deposit behaviour patterns, and interest rate competitiveness to deliver actionable intelligence on the current state of the ISA market in Q1 2025.