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Savers enjoy record choice but struggle to get real returns

Image of a Moneyfacts Savings Treasury Report Image of a Moneyfacts Savings Treasury Report Image of a Moneyfacts Savings Treasury Report
Adam French, Head of News & Communications 01603 476154 Email Adam
15/10/2025

Savers enjoy record choice but struggle to secure real returns

Moneyfacts UK Savings Trends Treasury Report data shows eye-catching bonus rates have hit record highs as market competition has been boosted by unprecedented levels of choice, but with average rates below 4% savers must take the initiative to switch.

Savers enjoy record choice but struggle to secure real returns

Moneyfacts UK Savings Trends Treasury Report data shows eye-catching bonus rates have hit record highs as market competition has been boosted by unprecedented levels of choice, but with average rates below 4% savers must take the initiative to switch.

  • Product choice overall rose month-on-month to 2,324 savings deals (including ISAs), a record high. That is despite the number of cash ISA deals falling slightly for the first time since January 2025 from 662 to 658. The number of savings providers overall rose to 156, a record high.
  • During August, the Bank of England reduced bank base rate (BBR) by 0.25% to 4.00%. As a result, the proportion of savings accounts that pay less than BBR now stands at 75%. Due to rising inflation many savers will see their pots eroded.
  • The Moneyfacts Average Savings Rate is 3.44%, down from 3.46% month-on-month and it is now at its lowest since June 2023 (3.38%). The average rate was last above 4% in January 2024 (4.04%).
  • There are 44 accounts offering a bonus rate, up from 34 in October 2024. The average bonus rate on all accounts saw the biggest rise since November 2023 (0.30%), climbing 0.24% to 1.45% and is now at its highest on record. The average Cash ISA bonus rate is 1.30%, the highest since September 2012 (1.32%).
  • The average easy access rate fell to 2.49%, its lowest level since July 2023 (2.41%). The average notice rate fell to 3.50%, its lowest level since July 2023 (3.43%). The average notice rate pays 1.01% more than the average easy access rate.
  • The average easy access ISA rate fell to 2.72%, its lowest level since July 2023 (2.54%). The average notice ISA rate rose to 3.43%, which pays 0.71% more than the average easy access ISA rate.
  • The average one-year fixed bond rate rose by 0.02% to 3.98%. The average longer-term fixed bond rose by 0.02% to 3.91%.
  • The average one-year fixed ISA rate fell to 3.89%, its lowest level since May 2023 (3.80%). The average longer-term fixed ISA rate rose 0.01% to 3.84%.

 

  • Product choice overall rose month-on-month to 2,324 savings deals (including ISAs), a record high. That is despite the number of cash ISA deals falling slightly for the first time since January 2025 from 662 to 658. The number of savings providers overall rose to 156, a record high.
  • During August, the Bank of England reduced bank base rate (BBR) by 0.25% to 4.00%. As a result, the proportion of savings accounts that pay less than BBR now stands at 75%. Due to rising inflation many savers will see their pots eroded.
  • The Moneyfacts Average Savings Rate is 3.44%, down from 3.46% month-on-month and it is now at its lowest since June 2023 (3.38%). The average rate was last above 4% in January 2024 (4.04%).
  • There are 44 accounts offering a bonus rate, up from 34 in October 2024. The average bonus rate on all accounts saw the biggest rise since November 2023 (0.30%), climbing 0.24% to 1.45% and is now at its highest on record. The average Cash ISA bonus rate is 1.30%, the highest since September 2012 (1.32%).
  • The average easy access rate fell to 2.49%, its lowest level since July 2023 (2.41%). The average notice rate fell to 3.50%, its lowest level since July 2023 (3.43%). The average notice rate pays 1.01% more than the average easy access rate.
  • The average easy access ISA rate fell to 2.72%, its lowest level since July 2023 (2.54%). The average notice ISA rate rose to 3.43%, which pays 0.71% more than the average easy access ISA rate.
  • The average one-year fixed bond rate rose by 0.02% to 3.98%. The average longer-term fixed bond rose by 0.02% to 3.91%.
  • The average one-year fixed ISA rate fell to 3.89%, its lowest level since May 2023 (3.80%). The average longer-term fixed ISA rate rose 0.01% to 3.84%.

 

Adam French, Head of News at Moneyfacts, said:

“There is now record choice and competition in the savings market, with more providers working harder than ever to attract deposits. From big high street names to challenger banks and building societies, savers have an unprecedented number of accounts and providers to choose from.

“However, it is still a tough market for cash savers to secure real returns. The Moneyfacts Average Savings rate fell from 3.46% in September to 3.44% in October, and it is now at its lowest level in more than two years and below current inflation forecasts of 4%. Dig deeper into the different types of account on offer - easy access, notice and fixed savings accounts and cash ISAs - all are now paying less than 4% on average. In fact, only around one in four accounts is paying better than 4%, which is also the current level of the Bank of England Base Rate. It means money left sitting in low-paying accounts is losing value in real terms. It is essential that savers take the initiative and shop around to secure the best return on their hard-earned savings.

“Savers must also be aware that table-topping rates may not tell the full story. Several providers offer accounts with short-term bonus rates designed to attract new customers who are hunting the best returns. The average bonus rate is now at a record high, providing an additional 1.45% top-up. While these can be a great way to boost returns initially, they tend to drop off after a few months and savers who forget to review their account risk being moved onto much lower ongoing rates. Those who stay alert and regularly review their options can continue to benefit but anyone who switches account and forgets could find their returns fading fast.” 

Adam French, Head of News at Moneyfacts, said:

“There is now record choice and competition in the savings market, with more providers working harder than ever to attract deposits. From big high street names to challenger banks and building societies, savers have an unprecedented number of accounts and providers to choose from.

“However, it is still a tough market for cash savers to secure real returns. The Moneyfacts Average Savings rate fell from 3.46% in September to 3.44% in October, and it is now at its lowest level in more than two years and below current inflation forecasts of 4%. Dig deeper into the different types of account on offer - easy access, notice and fixed savings accounts and cash ISAs - all are now paying less than 4% on average. In fact, only around one in four accounts is paying better than 4%, which is also the current level of the Bank of England Base Rate. It means money left sitting in low-paying accounts is losing value in real terms. It is essential that savers take the initiative and shop around to secure the best return on their hard-earned savings.

“Savers must also be aware that table-topping rates may not tell the full story. Several providers offer accounts with short-term bonus rates designed to attract new customers who are hunting the best returns. The average bonus rate is now at a record high, providing an additional 1.45% top-up. While these can be a great way to boost returns initially, they tend to drop off after a few months and savers who forget to review their account risk being moved onto much lower ongoing rates. Those who stay alert and regularly review their options can continue to benefit but anyone who switches account and forgets could find their returns fading fast.” 

 

Savings market analysis – average rates

 

Oct-23

Oct-24

Apr-25

Sep-25

Oct-25

Average easy access rate

3.16%

3.07%

2.76%

2.59%

2.49%

Average easy access ISA rate

3.24%

3.28%

3.03%

2.82%

2.72%

Average notice rate

4.15%

4.21%

3.80%

3.52%

3.50%

Average notice ISA rate

4.01%

4.03%

3.72%

3.37%

3.43%

Average one-year fixed rate bond

5.42%

4.31%

4.19%

3.96%

3.98%

Average longer-term fixed rate bond*

5.11%

3.93%

4.02%

3.89%

3.91%

Average one-year fixed rate ISA

5.27%

4.18%

4.12%

3.91%

3.89%

Average longer-term fixed rate ISA*

5.02%

3.88%

4.01%

3.83%

3.84%

*Longer-term fixed bonds or ISAs are those with terms over 550 days. Average interest rates based on a £5,000 deposit as at the start of the month.

Source: Moneyfacts Treasury Reports

 

Moneyfacts Average Savings Rate

 

Oct-23

Oct-24

Apr-25

Sep-25

Oct-25

Moneyfacts Average Savings Rate

4.36%

3.75%

3.65%

3.46%

3.44%

Calculated from the total of all on-sale, core market, variable and fixed rate savings accounts and Cash ISAs.  Standard exclusions apply: Regular savings, children’s accounts, LISAs and JISAs.
Source: Moneyfacts Average Savings Rate.
 

Savings market analysis – product count

 

Oct-23

Oct-24

Apr-25

Sep-25

Oct-25

Number of live savings account options (excluding ISAs)

1,450

1,460

1,580

1,627

1,666

Number of live ISA options

529

555

611

662

658

Source: Moneyfacts Treasury Reports

 

 

Savings market analysis – average rates

 

Oct-23

Oct-24

Apr-25

Sep-25

Oct-25

Average easy access rate

3.16%

3.07%

2.76%

2.59%

2.49%

Average easy access ISA rate

3.24%

3.28%

3.03%

2.82%

2.72%

Average notice rate

4.15%

4.21%

3.80%

3.52%

3.50%

Average notice ISA rate

4.01%

4.03%

3.72%

3.37%

3.43%

Average one-year fixed rate bond

5.42%

4.31%

4.19%

3.96%

3.98%

Average longer-term fixed rate bond*

5.11%

3.93%

4.02%

3.89%

3.91%

Average one-year fixed rate ISA

5.27%

4.18%

4.12%

3.91%

3.89%

Average longer-term fixed rate ISA*

5.02%

3.88%

4.01%

3.83%

3.84%

*Longer-term fixed bonds or ISAs are those with terms over 550 days. Average interest rates based on a £5,000 deposit as at the start of the month.

Source: Moneyfacts Treasury Reports

 

Moneyfacts Average Savings Rate

 

Oct-23

Oct-24

Apr-25

Sep-25

Oct-25

Moneyfacts Average Savings Rate

4.36%

3.75%

3.65%

3.46%

3.44%

Calculated from the total of all on-sale, core market, variable and fixed rate savings accounts and Cash ISAs.  Standard exclusions apply: Regular savings, children’s accounts, LISAs and JISAs.
Source: Moneyfacts Average Savings Rate.
 

Savings market analysis – product count

 

Oct-23

Oct-24

Apr-25

Sep-25

Oct-25

Number of live savings account options (excluding ISAs)

1,450

1,460

1,580

1,627

1,666

Number of live ISA options

529

555

611

662

658

Source: Moneyfacts Treasury Reports

 

Notes to editors

You are welcome to use part or all of this press release, so long as we are sufficiently sourced. We would appreciate a link back to Moneyfactsgroup.co.uk.

Pioneering financial comparison technology for over 35 years, Moneyfacts Group plc is the UK’s leading provider of retail financial product data. Used by virtually every bank and building society in the UK, and supplied to the Bank of England, Financial Conduct Authority, Financial Ombudsman Service, HM Treasury, Prudential Regulatory Authority and UK Finance.

Our expert research team monitors the thousands of mortgages, savings, credit card, personal loan, banking, life, pension and investment products in the UK.

For more information about us please see our key facts.

Broadcast

Our broadcast suite enables our finance experts to appear in-vision for television, and we regularly comment live on national and regional radio.

To arrange an interview for radio or television, please contact our press department. We have an in-house broadcast room.

 

Notes to editors

You are welcome to use part or all of this press release, so long as we are sufficiently sourced. We would appreciate a link back to Moneyfactsgroup.co.uk.

Pioneering financial comparison technology for over 35 years, Moneyfacts Group plc is the UK’s leading provider of retail financial product data. Used by virtually every bank and building society in the UK, and supplied to the Bank of England, Financial Conduct Authority, Financial Ombudsman Service, HM Treasury, Prudential Regulatory Authority and UK Finance.

Our expert research team monitors the thousands of mortgages, savings, credit card, personal loan, banking, life, pension and investment products in the UK.

For more information about us please see our key facts.

Broadcast

Our broadcast suite enables our finance experts to appear in-vision for television, and we regularly comment live on national and regional radio.

To arrange an interview for radio or television, please contact our press department. We have an in-house broadcast room.

 

Contact Us If you're looking for extra comment, a chart or more information, then please give us a call. We are always more than happy to help.
Adam French Head of News & Communications
Rachel Springall Press Officer / Finance Expert
Caitlyn Eastell Press & PR Executive