A General Investment Account holds the same investments as an ISA but without the tax wrapper. Two reasons people use a GIA: they've already maxed their £20,000 ISA allowance for the year, or the provider doesn't offer ISAs.
The tax difference at scale is substantial. On a GIA, dividends above the
£500 dividend allowance are taxed at 8.75% (basic), 33.75% (higher), or 39.35% (additional). Capital gains above the £3,000 annual exempt amount are taxed at 18% (basic rate) or 24% (higher and additional rate) on all assets, including shares, after the rate changes on 30 October 2024. Inside an ISA, all of it is tax-free.
The practical playbook: max your ISA allowance first every tax year. Only use a GIA for surplus investments after the £20,000 is gone. If you find yourself accumulating significant balances outside an ISA, consider doing a 'Bed and ISA' transfer each tax year - sell on the last working day of one tax year, repurchase inside an ISA on the first working day of the next, gradually moving the GIA balance under the tax shelter without crystallising more gains than your annual CGT exempt amount.