How InvestEngine Built A Billion-Pound Investing Platform

Investing apps are built to keep users coming back. But is constant engagement actually hurting long-term investors? In this opening episode of Retail Investors Decoded, Carl Hazeley sits down with Adam Lees, Head of Marketing at InvestEngine, to explore how the platform grew from a handful of customers to billions in assets under management by making investing simpler, cheaper, and less demanding. Adam shares how Reddit communities, ETF partnerships, and word of mouth helped build early trust, why trading-focused apps may be encouraging the wrong investor behaviors, and what really keeps customers invested for the long term.

Investment platforms spend millions trying to get people to open their apps, check their portfolios, and trade more often. But what happens when the behaviors that drive platform growth aren't necessarily in investors' best interests?

In this episode of Retail Investors Decoded, Carl Hazeley speaks with Adam Lees, Head of Marketing at InvestEngine, about building a platform that prioritizes long-term investing over constant engagement. Adam shares how InvestEngine went from acquiring a handful of customers each week to managing billions in assets, including the pivotal decision to focus on ETFs and the unexpected role Reddit played in its early growth.

They explore how trust is built through communities, content creators, established financial brands, and customer recommendations. Adam also challenges the industry's obsession with activity, arguing that platforms built around frequent trading can have incentives that conflict with investors' long-term interests.

This conversation also tackles another controversial question: Is the financial industry trying too hard to educate and engage people who simply want reassurance that they're making sensible decisions?

With low fees becoming an expectation rather than a competitive advantage, Adam explains why investment philosophy, customer confidence, and genuinely useful marketing could shape the next phase of competition.

Adam Lees is Head of Marketing at InvestEngine, a UK investment platform focused on making long-term investing simple, accessible, and affordable through exchange-traded funds (ETFs).

Since joining InvestEngine in September 2020, Adam has helped the company grow from its early launch phase to a platform managing billions in assets. During his tenure, InvestEngine expanded from its original managed-portfolio offering into DIY ETF investing, positioning itself around low-cost, diversified investing and helping customers build long-term investment habits.

What You’ll Learn:

How InvestEngine grew from a few customers a week to billions in assets under management
Why pivoting from managed portfolios to DIY ETF investing helped InvestEngine find its product-market fit
How a £50 welcome bonus and Reddit's r/beermoney community sparked early customer growth
Why relationships with ETF providers, financial creators, and trusted communities matter for acquisition
How word of mouth can build greater trust than traditional advertising campaigns
Why encouraging investors to check their portfolios less frequently could improve their experience
What investment platforms can compete on when low fees are no longer a meaningful differentiator
Why excessive investor education and engagement might be counterproductive
Why marketers should prioritize major growth opportunities over marginal improvements in short-term metrics

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