Creation of the account is easy. Trades are fixed at £12.95 but there are regular promotions allowing massive discounts during a particular time period on a particular day.
The account is very easy to manage, easy to transfer money in with funds instantly available once the transaction has been approved, so no waiting 3 days or the like for the funds to be credited.
Have recently moved from a monthly fee % model to a fixed annual fee which makes the account better value if you have a few investments.
There are cheaper trading platforms out there, but the interface makes everything nice and easy for the novice user.
Easy to use, fee promotions, easy to credit funds