Count Finance has launched Stocks and Shares ISAs on its UK investment platform, using infrastructure from Alpaca's recently acquired WealthKernel to combine regulated financial advice with tax-efficient investing. The move addresses a structural gap in UK retail finance, where only 9% of adults receive regulated financial advice according to the Financial Conduct Authority's latest Financial Advice Firms Survey, with cost remaining the primary barrier. The launch allows eligible UK investors to open Individual Savings Accounts directly within Count's advice platform, integrating ISA recommendations into a broader financial planning process covering budgeting, pensions, savings, investing and tax optimization.
FCA Data Shows Only 9% of UK Adults Receive Regulated Financial Advice
According to the Financial Conduct Authority's latest Financial Advice Firms Survey, only around 9% of UK adults receive regulated financial advice. The overwhelming majority make investment decisions without professional guidance, primarily because traditional advice remains too expensive or inaccessible. As advisory firms face rising compliance costs, many have introduced minimum portfolio requirements or fee structures that effectively exclude smaller investors. While robo-advisers have helped automate parts of the investment process, they generally provide model portfolios rather than comprehensive regulated financial planning.
Count Finance Integrates ISAs Into Comprehensive Financial Planning
Laura Cornely, Chief Executive Officer and Co-Founder of Count Finance, stated that ISAs form part of a broader financial strategy rather than existing as standalone investment products. "For our users, ISAs aren't just a product, they're a core part of the financial plan. We're not just giving access to an ISA. We evaluate whether it is the right vehicle for each user. We determine appropriate allocation amounts, recommend underlying funds and ETFs, and explain how they fit alongside pension contributions and other financial priorities," Cornely said. Unlike execution-only investment platforms, Count determines whether an ISA is appropriate within the customer's overall financial plan before recommending allocation levels and investment products.
Stocks and Shares ISAs Provide Tax-Free Investment Benefits
Stocks and Shares ISAs allow UK residents to invest free from capital gains tax and dividend tax within the annual ISA allowance. According to HM Revenue & Customs, millions of investors collectively hold hundreds of billions of pounds inside Stocks and Shares ISAs, making them one of the country's most widely used retail investment vehicles. Eligible investments include shares, ETFs, funds and investment trusts.
Alpaca Supplies Execution Infrastructure Through WealthKernel Acquisition
The launch demonstrates how Alpaca is positioning itself following its acquisition of WealthKernel. Rather than competing directly with consumer investment platforms, Alpaca increasingly provides the regulated execution infrastructure allowing fintech companies to launch local investment products more quickly. Through a single API, Count gains access to account opening, portfolio execution, transfers, ETFs, funds and custody without building that infrastructure internally. Karan Shanmugarajah, Chief Executive Officer of Alpaca Europe, said the partnership focuses on broadening access to regulated advice. "Count is tackling one of the most important challenges in finance today by expanding access to regulated investment advice. Through Alpaca, we are proud to support partners like Count in building solutions that make financial advice accessible to the broader market," Shanmugarajah stated.
Yoshi Yokokawa, Chief Executive Officer and Co-Founder of Alpaca, added: "Count is addressing one of the most pressing challenges in UK retail finance, and we're proud to support them. With Alpaca's local expertise and infrastructure, we're making it easier for partners like Count to build and scale financial products across the region."
Count Finance Operates Within FCA Regulatory Sandbox
Count currently operates within the FCA's regulatory sandbox while testing its business model under regulatory supervision. The company says it has already secured more than £10 million in committed assets under advice.
FAQ
What percentage of UK adults receive regulated financial advice according to the FCA?
According to the Financial Conduct Authority's latest Financial Advice Firms Survey, only around 9% of UK adults receive regulated financial advice, with cost remaining the primary barrier to access.
What infrastructure does Count Finance use for its ISA launch?
Count Finance uses infrastructure from Alpaca's recently acquired WealthKernel, which provides regulated execution infrastructure including account opening, portfolio execution, transfers, ETFs, funds and custody through a single API.
How much in committed assets has Count Finance secured?
Count Finance has secured more than £10 million in committed assets under advice while operating within the FCA's regulatory sandbox.
