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10 Most Popular Stocks and Shares ISA Equity Revealed! Which one should I buy?

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UK shares have been rising sharply in recent weeks, supported by stocks and shares ISA investors getting an early start on their new £20k annual allowance.

Susannah Streeter, Head of Money and Markets Hargreaves Lansdownenotes that “Investors are wasting no time at the start of the tax year, with early birds pouncing on companies that are leading stock market returns, while others spy the potential for new gains in the future.

Top 10

In particular, Hargreaves Lansdown ISA investors are piling into it heavily. FTSE 100 And US tech stocks right now. The 10 most popular stocks with this group can be seen below.

Most bought shares (net buys) so far in 2024/2025 with HL ISA investors
Legal and General Group
Tesla Inc
Phoenix Group Holdings
BAE Systems
M&G
Aviva
MicroStrategy Inc
Nvidia Corp
Microsoft Corporation
Tesco

This list has a lot of quality. And many of them are attracting a lot of attention from value hunters after the recent drop in prices.

A stock I bought.

Legal and General (LSE:LGEN) is a falling Footsie share that I bought for my ISA in recent weeks. It has been dampened by disappointing full-year results and expectations of interest rate cuts ending.

I think this represents an excellent dip buying opportunity.

Like any financial services company, the FTSE firm is struggling to grow revenue in the current environment. But as an investor, I’m willing to accept a little short-term pain if the long-term outlook holds true.

In the case of Legal & General, I expect demand for its retirement, wealth and protection products to grow exponentially in the coming decades as the population in its global markets continues to grow. The company can leverage its significant brand strength to make the most of this opportunity as well.

Legal & General’s share price has fallen further since I bought last month. This means its forward price-to-earnings (P/E) ratio has fallen to 9 times, while its dividend yield has risen to 9%.

At these levels, I am tempted to buy more of its shares.

… and another one on my radar

A weapon maker BAE Systems (LSE:BA.) has also attracted a lot of investors in recent weeks. But unlike Legal and General, its share price continues to rise, maintaining a trend that began in early 2022.

Russia’s invasion of Ukraine has been a watershed moment for world politics and, by extension, the entire defense industry. BAE Systems booked orders worth £37.7bn in 2023, taking its order backlog to £69.8bn.

It has significantly raised its profit outlook beyond 2024. As analyst Streeter notes:Because these are usually long-cycle orders, with revenue spread over several years, it gives [the firm] Multi-year income exposure

Promises to accelerate defense spending suggest the company should also continue to build its order book. The UK and US governments – its two biggest customers – have pledged to increase arms spending by 2.5% and 4% respectively.

There is no guarantee that BAE Systems will indeed deliver knock-out profits this season. Program delays and technical failures could harm its ability to win business in the future.

But the company’s track record when it comes to project execution is stellar. And on balance, this defensive giant’s outlook is extremely bright.


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