Online brokerage Webull UK has scrapped commissions on US and Hong Kong stock trades and launched a flexible individual savings account (ISA), the company said on Wednesday.
The move by the UK subsidiary of the Nasdaq-listed brokerage aims to capture a larger share of the UK’s self-directed investor segment. Several competitors already offer fee-free equities trading, so this puts the broker in line with its peers.
“US and Hong Kong shares are among the most liquid and cost-effective markets to trade,” said Nick Saunders, Chief Executive Officer at Webull UK, noting that the removal of fees was designed to lower the barrier for investors seeking “globally diversified portfolios.”
Expansion into Tax-Efficient Savings
The introduction of a flexible Stocks and Shares ISA marks a significant expansion of Webull’s local product suite. The new offering allows UK residents to trade shares and exchange-traded funds within a tax-efficient wrapper.
The “flexible” status of the ISA is a key competitive feature, allowing investors to withdraw and replace cash within the same tax year without it counting against their annual contribution limit.
The product launch announcement comes amid a tightening race among digital platforms to attract retail traders, with fees on cash equities going to zero.
Webull, which leverages its global footprint to provide advanced technical analysis tools, indicated that these updates are part of a wider growth roadmap. The firm stated it expects to roll out further “innovative products” throughout 2026.
