answered 1 year ago
A point to be clear about is that, whether you are save in the form of cash or in the form of an investment of some kind, an ISA is not itself an investment. It is a tax-favoured environment where you place the actual investment.
In most cases there is little gain (or perhaps none at all) for holding your investments within an ISA, but there is no loss, either, unless there is an additional charge for the ISA itself. Effectively the same products (whether cash or other investments) can be held directly as in an ISA, so it makes sense to use your ISA allowance before investing elsewhere.
However, there is a footnote. Depending upon your circumstances other non-ISA investments may be better for you. This may include such items as "investment bonds" and also pensions which, though they have very specific restrictions on what you can do with them, are also a tax-favoured place which can hold a full range of investments and savings products. Indeed, pension investment is even more tax efficient than ISAs.
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