UK ISA Data: Rates, Usage & Switching Behaviour (2025)

Aggregated & anonymised first-party data on how UK consumers use and switch Individual Savings Accounts (ISAs), benchmarked against HMRC savings statistics.

ISA Data provides a continuously maintained view of how UK consumers evaluate and use Individual Savings Accounts (ISAs), focusing on behavioural indicators such as rate sensitivity, switching intent, provider concentration, and demographic patterns.

The dataset is derived from aggregated and anonymised first-party consumer interactions across TFE Group properties and is designed to be used alongside official UK savings statistics, including HMRC’s Annual Savings Statistics. It is intended to support market intelligence, strategy, and internal analysis within financial institutions.

Publicly displayed figures represent a subset of the full dataset.

Dataset Summary

ISA Data is built from responses from 2,623 UK financial consumers, collected between January and September 2025. Insights are benchmarked against official government data and are intended to complement, rather than replace, internal or statutory reporting.

Scope & Design

ISA Data is designed to surface behavioural signals, not population-wide totals or transactional records. Coverage includes:

• Switching intent and likelihood
• Sensitivity to interest rate changes
• Provider concentration and loyalty
• Differences between stated preferences and observed behaviour
• Demographic and income-level patterns

All outputs are aggregated and anonymised. No personally identifiable or individual-level data is collected or presented.

Intended Institutional Use

ISA Data is suitable for:

• Market and competitor benchmarking
• Product and pricing strategy
• Retention and switching risk analysis
• Internal research, planning, and board-level context

The dataset is maintained as a longitudinal intelligence asset, rather than a one-off report.

Usage & Licensing

Editorial use

The public briefing on this page may be cited in media or editorial content with attribution:

Source: ISA Data (isadata.co.uk).

Commercial use

Commercial use of the content on this page including in market reports, internal MI or for distribution, is strictly forbidden and only granted under commercial licence.

For more information on licensing visit the Licensing section.

📩 To request the licensed edition: hello@tfe.ai

Contents

1. ISA Switching Index (2025)
2. Key signals
3. Product allocation
4. Rate environment
5. Switching pressure
6. Provider concentration and flow
7. Deposit size and asymmetry
8. Evidence base and external benchmarks
9. Notes and limitations
10. Methodology
11. License and reuse