Rival investment platforms have launched mocking advertising campaigns targeting Hargreaves Lansdown after the UK's largest DIY investment site faced backlash over recent fee increases. This month, IG ran a newspaper ad titled: "To all 'undervalued' Hargreaves Lansdown customers" following reports that HL would delay fee rises only for select clients.

In January, HL announced its maximum annual charge for holding shares, investment trusts, ETFs and bonds would more than triple from £45 to £150, affecting wealthier clients with larger portfolios most severely. However, HL then wrote to some of its 2 million clients offering to waive the increase for a year, calling it an "exclusive offer" for "valued" customers. This selective approach sparked outrage among excluded clients.

Following the announcement, rivals including AJ Bell, IG, Interactive Investor and Freetrade reported steep increases in applications from HL customers seeking to avoid the price increase that took effect March 1. Interactive Investor has taken out advertising space on London Underground, while IG deployed a billboard lorry touring London's streets. HL's chief client officer Simon Belsham defended the changes, stating the company has invested millions to reduce investing costs and saved clients over £50 million in fund discounts last year.