Tax relief is not free money — it's deferred tax
The pension industry's favourite trick: quoting tax relief as a 'return'. A basic-rate taxpayer gets 20% relief going in. But every penny withdrawn from a pension is taxed as income. If you're a basic-rate taxpayer in retirement — which most people will be, since the personal allowance is only £12,570 and the state pension alone is approaching that — you'll pay 20% coming out.
20% relief in. 20% tax out. Net benefit: zero.
The ISA charges no tax going in and no tax coming out. If your investments grow from £20,000 to £100,000 over 25 years, you withdraw the full £100,000. A pension with the same growth? You'd lose £17,486 to income tax on withdrawal, assuming you draw £4,000 per year above your personal allowance at 20%.
Higher-rate relief helps — if you're a 40% taxpayer now and a 20% taxpayer in retirement, the arbitrage is real. But frozen tax thresholds mean more retirees are being dragged into higher bands. The personal allowance has been stuck at £12,570 since 2021. With the state pension rising every April, the gap between state pension and personal allowance is shrinking to nothing. The pension industry doesn't advertise this erosion.