Choosing between Tide, ANNA, and Countingup could save you hundreds of pounds annually in hidden fees while transforming how you manage business finances. This comprehensive 2025 comparison examines three leading UK fintech platforms side by side, using verified data to help sole traders and limited company directors make an informed decision.
This comparison reveals the real costs, hidden limitations, and critical safety differences between these three business banking platforms based on verified documentation and 36,000+ customer reviews.
Verdict: Which Business Account is Best for You in 2025?
⭐ The Winners
- Best for Sole Traders: Countingup — Integrated accounting eliminates separate software costs
- Best for Limited Companies: ANNA — MTD-compliant VAT filing + Corporation Tax estimates
- Best for Admin-Haters: ANNA — AI categorisation + 24/7 Cardiff support (sub-1-minute response)
- Best for FSCS Protection: Tide — Only platform with £120,000 government-backed insurance
- Best for High-Volume Businesses: Tide — Unlimited free transfers on Pro/Max plans
At a Glance: Tide vs ANNA vs Countingup
| Feature |
Tide |
ANNA |
Countingup |
| Safety |
£120k FSCS |
Safeguarded |
Safeguarded |
| Top Benefit |
Scalability |
AI Automation |
Built-in Tax |
| Trial Offer |
Free Plan |
Free Plan |
3 Months Free |
| Best For |
Growing Ltd |
Admin-Heavy Sole Traders |
Micro-Sole Traders |
Tide: The Scalable Bank Alternative
Tide serves over 1.5 million businesses worldwide—more than 10% of all UK SMEs—making it the largest player by user base. The critical differentiator: Tide accounts are provided by ClearBank Ltd, a fully licensed bank authorized by the Prudential Regulation Authority and regulated by both the FCA and PRA (Financial Services Register number: 754568). This means Tide offers genuine FSCS protection up to £120,000 per business, making it the only true “bank” among these three options.
Tide positions itself as the platform for growing businesses, offering four pricing tiers (Free, Smart, Pro, Max) with scalable features including team access, expense cards, payroll software, and business savings accounts earning up to 4.5% AER variable interest.
ANNA: The AI-Powered Admin Assistant
ANNA (which playfully “miaows” when you make payments) serves over 200,000 UK small businesses with an AI-first approach. Operating as an FCA-regulated e-money institution, ANNA combines banking with integrated invoicing, tax filing, and expense management through a chat-based interface that responds to natural language commands.
The platform’s 24/7 Cardiff-based customer support team typically responds within one minute according to customer reviews. ANNA offers three pricing tiers: Pay As You Go (£0/month), Business (£22.90 + VAT = £27.48/month), and Big Business (£59.90 + VAT = £71.88/month), plus an optional +Taxes add-on (£24/month + VAT = £28.80/month) that provides MTD-compliant VAT filing directly to HMRC—available exclusively for limited companies.
Countingup: The Accounting-Hybrid Platform
Founded in 2017 by former Clearbooks CEO Tim Fouracre, Countingup targets micro-businesses prioritising integrated accounting over advanced banking features. The platform operates as an agent of Prepay Technologies Ltd (PPS), an FCA-regulated e-money institution (FRN 900010).
Countingup’s unique pricing model bases monthly fees on deposit volumes: £3/month for £0-£750 deposits, £9/month for £750-£7,500 deposits, and £18/month for unlimited deposits. All plans include built-in accounting software with SmartTax AI for automatic categorisation and free VAT filing direct to HMRC. All plans come with a 3-month free trial.
🚫 Crucial Limitation: No Digital Wallet Support
As of late 2025, Countingup still does not support Apple Pay or Google Pay. Multiple users confirm the card doesn’t work with mobile wallets or London Transport (TfL). For modern business owners who rely on contactless phone payments for travel, networking, or daily supplies, this is a major hurdle. You must carry the physical card at all times to make in-person payments.
Comparison: Subscription Fees & Hidden Charges
Monthly Subscription Comparison
*ANNA prices include VAT (£22.90 + VAT = £27.48; £59.90 + VAT = £71.88)
**All Countingup plans include 3-month free trial
Transaction Fees: Where Costs Accumulate
UK Bank Transfers:
- Tide: 20p on Free plan; 25 free then 20p on Smart; unlimited free on Pro and Max
- ANNA: Unlimited free on PAYG and Big Business; 60 free then 20p on Business plan
- Countingup: 30p per transfer across all plans
💡 MoneyZoe Insight
For businesses making 100 monthly transfers, Countingup costs £30/month in transaction fees alone—significantly more than either Tide Pro (£24.99 with unlimited free transfers) or ANNA’s PAYG plan (free transfers). Countingup’s per-transaction model becomes prohibitively expensive for active businesses.
Incoming Payment Commission (The ANNA Caveat):
ANNA charges 0.95% commission on ALL incoming payments across all three plans. This is the platform’s most significant hidden cost:
- Receiving £5,000 monthly = £47.50 commission
- Receiving £10,000 monthly = £95 commission
- Receiving £20,000 monthly = £190 commission
Exception: Transfers from your own external accounts incur no commission.
Neither Tide nor Countingup charge incoming payment commissions.
📊 The Real Cost of ANNA’s “Free” Banking
ANNA’s 0.95% incoming commission sounds small, but it scales quickly. Here’s what you actually pay to receive money on the Pay As You Go plan:
- Receive £1,000: £9.50 fee
- Receive £5,000: £47.50 fee
- Receive £10,000: £95.00 fee
- Receive £25,000: £237.50 fee
MoneyZoe Tip: If your monthly revenue exceeds £5,000, ANNA’s commission costs more than a top-tier Tide Max subscription (£69.99/month), which has zero incoming fees.
International Payments & Foreign Currency
💡 MoneyZoe Insight
ANNA provides the most comprehensive multi-currency functionality with separate accounts in USD, EUR, and CHF, allowing you to hold foreign currency until exchange rates improve. Tide offers EUR SEPA accounts with 1.50% FX markup on incoming payments. Countingup provides no international payment capabilities beyond the 3% foreign card transaction fee.
ATM Withdrawals & Cash Deposits
ATM Withdrawals:
- Tide: £1 per withdrawal (all plans)
- ANNA: Free on PAYG and Big Business; 3 free then 1% (£1 min) on Business
- Countingup: £1 per withdrawal (all plans)
Cash Deposits:
💡 MoneyZoe Insight
For cash-heavy businesses, ANNA’s Big Business plan (£71.88/month) offers free PayPoint deposits, potentially paying for itself if you deposit more than £2,400 monthly. Tide and Countingup both charge 3% at PayPoint locations—depositing £1,000 costs £30 in fees.
Sole Trader vs Ltd: Which Account Fits Your Structure?
For Sole Traders
Tax Estimation & Self-Assessment:
- Tide: Integrates with external accounting software (Xero, Sage, FreeAgent, QuickBooks, Coconut, KashFlow, Crunch, Clearbooks, Reckon) with automatic data push every 24 hours; no built-in tax tools
- ANNA: AI-powered expense categorisation with HMRC-compliant categories; natural language chat interface for commands
- Countingup: Real-time tax estimate updates based on income and expenses; automatic tax pot savings (set aside percentage of each payment); tax deadline reminders; SmartTax AI automatic categorisation
Verdict: Countingup provides the most integrated sole trader tax support with automatic calculations and savings pots. ANNA offers strong expense categorisation with AI automation. Tide requires third-party accounting software.
For Limited Company Directors
VAT Filing:
- Tide: Via third-party accounting software integrations only
- ANNA: MTD-compliant VAT calculation and filing directly to HMRC via +Taxes add-on (£24 + VAT/month = £28.80); limited companies only; 30-day free trial available; includes automatic Corporation Tax estimates, payroll software, and tax calendar
- Countingup: Free VAT filing direct to HMRC at no extra cost across all plan tiers
Verdict: Countingup wins on value with free VAT filing. ANNA’s +Taxes add-on costs £345.60 annually but includes additional features (Corporation Tax estimates, payroll software, Annual Accounts preparation for first-year businesses). Tide requires separate accounting software.
Expense Cards & Team Access:
- Tide: £5/month per card on Free; 1 free on Smart; 2 free on Pro; 3 free on Max. Team access: 1 read-only member (Free), 1 enhanced member (Smart), 2 enhanced (Pro), 5 enhanced (Max)
- ANNA: Unlimited free expense cards on PAYG and Big Business; 5 free then £3 per card on Business plan
Verdict: ANNA’s PAYG plan offers unlimited free expense cards—exceptional value for businesses needing multiple team cards.
Is Your Money Safe? FSCS Protection vs Safeguarding
Understanding how your money is protected is critical when choosing a business account. The regulatory framework differs fundamentally between Tide and the other two platforms.
Tide: Traditional Bank Protection
Tide accounts are provided by ClearBank Ltd, a fully licensed bank authorized by the Prudential Regulation Authority and regulated by both the Financial Conduct Authority and Prudential Regulation Authority (Financial Services Register number: 754568). Registered address: 13 Dirty Lane, Borough Yards, London, SE1 9PA.
FSCS Protection: Deposits made into your Tide business account are held with ClearBank and are protected by the FSCS up to a limit of £120,000.
Secure your business deposits today
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How the £120,000 Limit Works:
- For Limited Companies: You can claim up to £120,000 for your business finances, even if you already have personal savings protected at a different bank.
- For Sole Traders: You have a combined limit of £120,000 across both business and personal accounts if both are held with the same partner bank (ClearBank)
⚠️ Important: The £120,000 Shared Limit
While Tide offers £120,000 FSCS protection via ClearBank, this limit is per banking license, not per account.
- For Sole Traders: Your personal and business deposits are treated as one. If you have £100,000 in personal savings with a bank using the ClearBank license and £50,000 in Tide, £30,000 of your money is unprotected.
- For Limited Companies: Your business is a separate entity and gets its own £120,000 limit, independent of your personal finances.
ANNA & Countingup: E-Money Safeguarding
Both ANNA and Countingup operate as e-money institutions regulated by the Financial Conduct Authority. They are NOT banks and do NOT offer FSCS protection. Instead, your funds are protected through “safeguarding”—a different regulatory mechanism.
How Safeguarding Works:
- ANNA: Your deposits are held separately from ANNA’s business funds; money is not loaned out to other customers; money is not invested in financial markets; funds remain untouched and secure
- Countingup: Prepay Technologies Ltd (PPS)—the e-money issuer (FRN 900010)—keeps customer money completely separate from company funds; annual independent audits verify safeguarding procedures
Key Limitation: If the e-money institution fails, an insolvency practitioner or administrator handles the return process. Administrator costs may be deducted from your balance—you might receive slightly less than your full account balance. The return timeline is likely longer than FSCS claims (which aim for 7 days).
Critical Distinction: How Your Money Is Protected
What This Means in Plain English
Tide = Bank-Level Protection
Your money is insured by the UK government, just like a traditional high street bank. If Tide’s banking partner (ClearBank) fails, you’re compensated up to £120,000 within approximately 7 days.
ANNA & Countingup = Safeguarding (Not Insurance)
Your money is kept separate and can’t be touched, which is good. But there’s no government insurance. If the company fails, getting your money back takes longer and fees might be deducted.
💡 MoneyZoe Insight
For businesses holding large balances (£10,000+), Tide offers stronger protection. For smaller balances, safeguarding works fine in practice—both ANNA and Countingup are FCA-regulated with mandatory annual audits of their safeguarding arrangements.
Pros & Cons: The Reality Check
Tide
✓ The Good
- FSCS Protection: Only platform offering £120,000 government-backed deposit insurance via ClearBank
- Scalable Pricing: Four tiers accommodate micro-businesses to scaling enterprises; unlimited free transfers on Pro/Max plans
- Mature Feature Set: Business savings accounts (up to 4.5% AER variable), payroll software (£12 + VAT/month, free with Max), card readers, team access, virtual cards
- 9 Accounting Integrations: Auto-sync with Xero, Sage, FreeAgent, QuickBooks, Coconut, KashFlow, Crunch, Clearbooks, Reckon every 24 hours
✗ The Reality
- Phone Support Costs Extra: 24/7 chat support on all plans, but phone support requires Smart plan minimum (£12.49/month)
- Free Plan Transaction Fees: 20p per transfer adds up quickly (50 transfers = £10); 2.75% foreign card transaction fees expensive
- Account Freezing Reports: “Randomly it would freeze your account without a valid explanation” according to user reviews
- Invoice Limits: 3 free invoices per month on Free/Smart/Pro plans (unlimited on Max)
ANNA
✓ The Good
- AI Automation Excellence: Automatic expense categorisation with high accuracy; natural language chat interface for commands
- MTD VAT Filing: +Taxes add-on (£28.80/month) provides direct HMRC filing plus Corporation Tax estimates, payroll, and tax calendar
- 24/7 Cardiff Support: Sub-one-minute response times consistently praised in reviews
- Multi-Currency Accounts: Separate USD, EUR, CHF accounts with control over conversion timing
- Unlimited Free Expense Cards: PAYG and Big Business plans offer unlimited cards at no extra cost
✗ The Reality
- 0.95% Incoming Payment Commission: Receiving £10,000 monthly = £95 commission; becomes prohibitively expensive for high-volume businesses
- No FSCS Protection: Funds safeguarded but not government-compensated if ANNA fails
- Account Freezing Issues: “These people take control of your own money and demand all types of information” according to user reviews
- Chat-Only Support: No phone support available for urgent issues
Countingup
✓ The Good
- Integrated Accounting Eliminates Software Costs: Built-in SmartTax AI with automatic categorisation and VAT filing
- Deposit-Based Pricing Suits Lower-Volume Businesses: £3/month tier extremely affordable; 3-month free trial all plans
- Free VAT Filing: Direct HMRC submission at no extra cost across all tiers
- Fast Account Opening: 4-minute application process with immediate digital access
✗ The Reality
- No FSCS Protection: Safeguarding via PPS instead of government-backed deposit insurance
- 30p Per Transaction All Plans: Making 100 transfers = £30—quickly exceeds subscription cost
- Mobile-Only Platform: No desktop access; no Apple Pay or Google Pay support
- No International Payments: 3% foreign card fee only—no SWIFT, no SEPA, no multi-currency accounts
Final Scorecard & Verdict
✓ Choose Tide If:
- You require FSCS protection for peace of mind (£120,000 government-backed insurance)
- You make high-volume transactions (unlimited free transfers on Pro/Max eliminate per-transaction costs)
- You’re scaling your business and need team access, expense cards, payroll software (£12 + VAT/month, free with Max), and business savings accounts
- You need phone support for urgent issues (available on Smart/Pro/Max plans)
- You want comprehensive integrations with 9 major accounting platforms
Best For: Limited companies with £10,000+ monthly turnover; businesses maintaining large balances; growing teams requiring multiple expense cards
Open Your Free Tide Account →
✓ Choose ANNA If:
- You’re VAT-registered and want MTD-compliant digital filing (+Taxes add-on at £28.80/month includes Corporation Tax estimates and payroll)
- You have low-to-moderate incoming payment volumes (under £5,000 monthly to keep 0.95% commission manageable)
- You value AI automation for expense categorisation and invoice chasing
- You need multi-currency accounts (USD, EUR, CHF) with conversion control
- You want unlimited free expense cards (PAYG and Big Business plans)
Best For: Limited companies with modest invoice volumes; businesses operating internationally; admin-haters prioritising automation
Open Your Free ANNA Account →
✓ Choose Countingup If:
- You have monthly deposits under £7,500 (£3-£9/month pricing tiers offer exceptional value)
- You want integrated accounting to eliminate separate software subscriptions
- You need free VAT filing without add-on costs
- You make fewer than 30 transactions monthly (to keep 30p per-transaction fees reasonable)
- You don’t need international payment capabilities or mobile wallet support
Best For: Sole traders and micro-limited companies prioritising accounting integration over advanced banking features; businesses with lower transaction volumes
Start Your 3-Month Free Trial →
Which Should You Choose? The Final Recommendation
The right choice depends entirely on your business volume and administrative priorities. If security and high-volume growth are your primary concerns, Tide is the definitive winner—its £120,000 FSCS protection and unlimited free transfers on Pro/Max plans provide safety and cost-certainty that e-money rivals cannot match. However, if you’re a limited company director who despises paperwork, ANNA is the superior choice for AI-driven admin automation and 24/7 Cardiff-based support, provided your monthly incoming revenue stays low enough that the 0.95% commission doesn’t become prohibitive. For entry-level sole traders with deposits under £7,500, Countingup offers the best “all-in-one” value by merging banking and accounting software into one app—just be prepared to carry your physical card everywhere, as the lack of Apple Pay and Google Pay support remains a significant limitation for modern mobile banking.
FAQs: 2025 Business Account Questions Answered
Do any of these accounts do credit checks?
Tide: Performs identity verification and anti-money laundering checks rather than traditional credit searches, making accounts accessible for business owners with poor personal credit history.
ANNA: Typically performs identity verification and anti-money laundering checks rather than traditional credit searches.
Countingup: Does not perform credit checks when opening accounts. Approval decisions are based on eligibility criteria and regulatory compliance.
Can I deposit cash with all three?
Tide: Yes—Post Office locations (0.99% with £2.50 min on Free; 0.5% with £2.50 min on Smart/Pro/Max) and PayPoint locations (3% all plans)
ANNA: Yes—via PayPoint only (1% on PAYG; £300 free/month then 1% with £1 min on Business; free on Big Business); daily limit £1,000, monthly limit £10,000
Countingup: Yes—Post Office locations (0.5% with £2 min) and PayPoint locations (3%)
Which platforms offer international payments?
Tide: SEPA (EUR) payments with 1.50% FX markup on incoming; outbound SWIFT payments available on Smart/Pro/Max plans
ANNA: Full multi-currency support—separate accounts in USD, EUR, CHF; SWIFT and SEPA payments to/from 200+ countries
Countingup: No international payment capabilities; 3% foreign card transaction fee only
Can I file VAT returns through the platforms?
Tide: No—requires third-party accounting software integration (Xero, Sage, FreeAgent, QuickBooks, Coconut, KashFlow, Crunch, Clearbooks, Reckon)
ANNA: Yes—MTD-compliant VAT filing via +Taxes add-on (£28.80/month); limited companies only; 30-day free trial; includes Corporation Tax estimates, payroll software, Annual Accounts preparation for first-year businesses
Countingup: Yes—free VAT filing direct to HMRC at no extra cost across all plans
Which platform offers the best customer support?
Tide: 24/7 in-app chat support on all plans; phone support on Smart/Pro/Max plans; Trustpilot 4.2/5 (nearly 29,000 reviews)
ANNA: 24/7 Cardiff-based customer support via in-app chat; “typically responds within one minute”; no phone support; Trustpilot 4.5/5 (4,548 reviews)
Countingup: UK-based in-app chat support (9am-5pm according to some user reviews); no phone support; Trustpilot 4.1/5 (3,084 reviews)
Verdict: ANNA provides the highest-rated support with sub-one-minute response times and 24/7 availability. Tide offers phone support on paid plans.
Can I use Apple Pay or Google Pay with these accounts?
Tide: Yes—virtual cards work with Apple Pay and Google Pay for contactless payments
ANNA: Yes—cards work with Apple Pay and Google Pay
Countingup: No—multiple users confirm the card doesn’t support Apple Pay or Google Pay. Users report “London transport tube stations don’t take it either.”
Which accounting software integrates with each platform?
Tide: Xero, Sage, FreeAgent, Coconut, KashFlow, QuickBooks, Crunch, Clearbooks, Reckon—automatic transaction push every 24 hours
ANNA: Xero, Sage, QuickBooks, FreeAgent; also allows sharing real-time access directly with accountants through the app
Countingup: Built-in accounting software with no external integrations needed; accountants can access your data directly through the Accountant Hub
How many invoices can I send with each platform?
Tide: 3 free invoices per month on Free/Smart/Pro plans; unlimited on Max plan. Get Invoices Paid subscription available separately with premium features
ANNA: Unlimited invoicing across all plans with chase functionality—Anna automatically chases overdue invoices
Countingup: Unlimited personalised invoices across all plans
What business types can use these platforms?
Tide: Sole Traders and Limited Companies (does not support LLPs, Partnerships, PLCs, Trusts, or Charities/CICs)
ANNA: Sole Traders, Limited Companies, and Limited Liability Partnerships (LLPs)
Countingup: Sole Traders and Limited Companies (maximum 2 directors; does not support Partnerships, Charities, CICs, CIOs, Trusts, or companies limited by guarantee)
Which platforms have FSCS protection?
Tide: Yes, fully FSCS protected. Deposits made into your Tide business account are held with ClearBank Ltd (a fully licensed UK bank) and are protected by the Financial Services Compensation Scheme up to £120,000
- For Limited Companies: You can claim up to £120,000 for your business finances, even if you already have personal savings protected at a different bank.
- For Sole Traders: You have a combined limit of £120,000 across both business and personal accounts if both are held with the same partner bank (ClearBank).
ANNA: No FSCS protection. ANNA operates as an e-money institution regulated by the Financial Conduct Authority. Your funds are protected through safeguarding—your deposits are held separately from ANNA’s business funds, not loaned out, and not invested. If ANNA fails, an insolvency practitioner or administrator handles the return process, though administrator costs may be deducted from your balance and the timeline may be longer than FSCS claims.
Countingup: No FSCS protection. Countingup operates as an agent of Prepay Technologies Ltd (PPS), an FCA-regulated e-money institution. Your funds are protected through safeguarding—PPS keeps customer money completely separate from company funds with annual independent audits verifying procedures. If PPS fails, an insolvency practitioner or administrator handles returns, with potential administrator fee deductions and longer return timelines compared to FSCS.
Key Difference: Tide offers government-backed deposit insurance that compensates you within approximately 7 days if ClearBank fails. ANNA and Countingup use safeguarding (your money is kept separate and untouched) but there is no government compensation scheme if the e-money institution fails.
Do any of these platforms offer business overdrafts?
Tide: Does not offer traditional overdrafts. Partners with Iwoca to offer business loans up to £150,000 as an alternative credit facility.
ANNA: A range of credit facilities are available for eligible customers.
Disclaimer: This information is not financial advice and/or recommendations. We strives to keep its information accurate and up-to-date. However, always check the financial institution, service provider or specific product’s site for terms & conditions.
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