MoneySuperMarket has entered the WealthTech market with the launch of an investment platform powered by Seccl, as the UK financial services brand looks to convert millions of non-investors into first-time market participants.

The new service, Investments by MoneySuperMarket, is integrated into the company's app, allowing customers to open a stocks and shares ISA or general investment account, invest from £1 and manage their portfolios alongside existing financial products. The platform charges no trading fees and applies an annual platform fee of 0.34%.

The launch comes as MoneySuperMarket looks to broaden its role beyond price comparison and savings into long-term wealth building. It also reflects the continued rise of embedded investing, with financial services increasingly delivered through digital platforms consumers already use rather than traditional investment providers.

According to the company's research, around 70% of UK adults do not invest, while one in 10 investors cannot identify the investment product they hold, highlighting the complexity that continues to deter participation. To simplify the experience, the platform offers a curated range of 40 funds and ETFs, including Vanguard LifeStrategy portfolios alongside self-directed investment options such as S&P 500 tracker funds.

Customers investing through the platform will automatically receive SuperSaveClub membership, with the first three months of platform fees credited back to their digital wallet alongside access to cashback rewards, discounts and other member benefits.

The launch forms part of MoneySuperMarket's ambition to become what it describes as a financial companion, bringing together comparison, savings and investing within a single digital experience. It builds on the company's existing savings platform and SuperSaveClub, which has more than 2.5 million members.

MoneySuperMarket chief customer officer Lis Barton said, 'For many people, investing still feels complicated, expensive and out of reach. We've built Investments by MoneySuperMarket to change that, making it simple, affordable and easy to get started, whether you're investing for the first time, or looking to get more from the investments you already have.

'For over 30 years, MoneySuperMarket has helped households save money, and now we're helping them invest it too. When you invest with us, the first three months of platform fees will be credited to your SuperSaveClub digital wallet, and you'll unlock SuperSaveClub membership, with cash rewards when you buy eligible products through MoneySuperMarket, as well as free days out, discounts and perks.

'This is a major step in our journey to becoming a financial companion for our customers, helping people manage their finances today and take action to grow their money for the future,' he said.

Seccl chief product officer James Homes added, 'MoneySuperMarket is one of the UK's most trusted consumer finance brands, so its move into investing is a significant moment for the market. Millions of people still find investing too complex, expensive or intimidating, and trusted digital brands have an important role to play in making it feel more accessible.

'We're proud to provide the infrastructure behind MoneySuperMarket's new investment proposition, helping it bring investing into a trusted app where people already compare, save and make financial decisions. It's a powerful example of how embedded investing can make wealth-building simpler and more accessible for UK consumers.'