In this guide, we'll explain what in-the-money means in objective terms, how it relates to option pricing, and why the concept is important for understanding the structure and risks of options positions.

Here at Investa, we're building a platform aimed to give investors smarter tools, greater access, and a more streamlined options trading experience.We’re currently in our iOS Priority Access Phase, rolling out the app to early users who’ve joined our waitlist. This phased approach helps us gather real-world feedback, refine the experience, and ensure we’re building the best product possible - together with our community.Today, we want to share where the product stands now, what’s coming next, and why we’re excited about the future potential of options trading in the UK.Be mindful, options are considered high risk investments due to their complex nature and are not suitable for all investors.

In this update - App release 1.10, Open Banking integration, Queue update and Investa Testers

While many US retail investors have embraced options trading as a mainstream investment tool, the UK market tells a starkly different story. In 2025, it was reported that only 2.3% of UK investors have invested in options or futures[1], compared to 19% of US investors who reported buying or selling options in 2022[2]. This significant disparity highlights a market gap that represents one of fintech's potentially largest opportunities for growth.

As we approach mid-2025, market volatility has stepped up meaningfully. In the weeks after the US election, investors piled into US assets and crypto, which saw strong starts to the year. More recently we have witnessed a sharp reversal in those trends, a historic market sell off (and then bounce back) on the back of the escalation and de-escalation of tariff tensions. Despite the recent recovery in the stock market, markets remain volatile and the recent downgrade of the US credit rating by Moody's has led to a global bond sell-off, with renewed concerns over higher inflation and lower growth. 

In just two years, Investa went from an idea in Alec's parents' garage to launching the UK's first zero-commission options trading app (Other fees may apply). Founded by Alec and Ross, who quickly built out the team, Investa was listed as an Appointed Representative on the Financial Services Register in March 2024, raised funding through angels and a record-breaking Crowdcube campaign (500+ shareholders), and refined the product through extensive user testing before launching Priority Access in May 2025. They're now focused on building new features and growing their user base.

After two years of work and months of testing, we have now launched Priority Access for our iOS app. It’s been an amazing journey and there’s still plenty to iterate on, but we’re pumped to start adding users to Investa.

Options let you buy (calls) or sell (puts) a stock at a set price before a specific date, they can be used as a tool for hedging, and speculation. Although many UK investors have had limited access, options trading is on the rise which may be attributed to better technology and growing financial literacy. Investa focuses on popular US stocks and ETFs, offering a user-friendly app, and educational resources. By avoiding common mistakes like insufficient research and over leveraging, investors can potentially harness options trading with more confidence.

We are delighted to announce that after his success at Freetrade as co-founder and CTO, Ian Fuller has joined Investa’s founding team as Chief Technology Officer.