What an affiliate relationship is
When you click certain links on Pennywise Finance to a third-party product — for example, a savings account, an ISA platform, or a budgeting app — and then sign up, Pennywise may earn a commission from the provider. The commission has no effect on what you pay, and it doesn't change the terms of the product you sign up for.
This is called an "affiliate" relationship. It's how most independent personal finance publishers fund themselves. Done badly, it produces content where the highest-paying brand always wins. Done well, it funds editorial independence without compromising what gets recommended.
Brands we have active affiliate relationships with
As of the last review of this page (July 2026), Pennywise Finance carries live affiliate links to the following brands only:
- Hargreaves Lansdown — UK investment platform (Stocks & Shares ISA, SIPP, LISA, JISA, Dealing Account, Active Savings). Read our full review before opening an account.
- InvestEngine — UK ETF-only investment platform (GIA, ISA, SIPP). 0% platform fee on DIY portfolios. Read our full review before opening an account.
- Emma — UK budgeting app (Awin affiliate network). Read our full review.
- Instarem — international money transfer (Partnerize affiliate network). Read our full review.
We may mention other brands editorially — for example naming AJ Bell, Vanguard, Nutmeg, Trading 212 or Nationwide when they're relevant competitors or context for a comparison. These editorial mentions are not affiliate links and pay Pennywise nothing.
Every page that contains a live affiliate link states it clearly at the top of the article and uses rel="sponsored noopener" markup on each link.
What we promise
- We rank by user benefit, not commission rate. The same five-criterion review methodology applies to every brand regardless of what they pay.
- We never accept payment to feature a product. If a brand wants visibility in a "Best of" list, they earn it on the criteria, they don't buy it.
- We never quietly insert affiliate links. Every affiliate link is disclosed on the page it appears.
- Disclosure at the top, not just in the footer. UK ASA and CMA guidelines require clear disclosure and we put it where you can't miss it.
What you'll always see on affiliate pages
- A "Last reviewed" date showing how current the page is
- A short disclosure paragraph at the top of the article
- A methodology link if it's a "Best of" or review page
rel="sponsored" markup on every affiliate link (a Google requirement since 2019)
Your rights as a reader
- You're never required to use an affiliate link. If you'd rather sign up direct, you can.
- You can opt out of advertising cookies (which affect display ads, not affiliate links) via the cookie banner.
- You can ask us anything about a specific affiliate relationship — use the contact page.