Hargreaves Lansdown has scraped fees across a range of its services including for regular saving into ETFs.
Prior to this week, only mutual funds were free to invest in, however, now customers will be able to buy shares, investment trusts and ETFs free of charge.
Investors were previously charged £1.50 to deal shares, ETFs or investment trusts.
Charges for reinvesting dividend income have also been removed, having previously stood at 1% per deal from £1 to £10.
Additionally, charges for investing in a Lifetime ISA will be cut to 0.25% (capped at £45 a year) while Junior ISA charges will also be scrapped.
Ruchir Rodrigues, chief client and commercial officer at Hargreaves Lansdown, said: “Cutting the cost of regular saving is a further commitment to support those at the start of their investing journey and pass our success on to loyal clients through improved products, better services and greater value.”
It is the latest sign Hargreaves Lansdown is revamping its services in the face of increasing competition from rival platforms with lower charges including AJ Bell and Interactive Investor, the latter of which charges a flat fee for investing.
In January, Hargreaves launched three multi-asset funds using ETFs as part of their offering.
It came after the investment platform expanded its passive research arm to include ETFs last May in response to client demand and industry developments.