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I think they have become something of a "default" investment platform and probably they've got a load of 20 year olds signing up based on advice from Instagram/Youtube who go on to invest £150 and leave it sat there for 8 years. Nothing wrong with that, but a percentage-based fee and no barrier to entry means costs are probably mounting and it's becoming more trouble than it's worth to deal with.
frankenbike
@Greenbank
Or, get it popular enough that loads of people join and then start to ratchet up the fees (a la Uber). Some people will leave but many will stay due to apathy or the effort to move elsewhere.