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The process is that you have to sell and re-buy. Inland revenue rules - see

Stocks & Shares ISA for small investments?

@GoAt Yes, you are correct. HMRC rules stipulate that only cash^ may go into an ISA (that is the way the HMRC monitors the £20K limit). Hence shares owned outside an ISA need to be sold** and bought again inside an ISA (This sell and buy is termed as a “Share exchange” or a “Bed and ISA”). ^ Not strictly true - a direct transfer is allowed where the shares were issued to the investor under a schedule 3 SAYE option scheme or some other schemes that are related to employee perks. **And naturally…