
AJ Bell offers a range of investment products and services, including stocks and shares ISAs, SIPP pensions, and investment accounts.
They have a long history, having been founded in 1995 and listed on the London Stock Exchange in 2015.
Their investment accounts offer a range of tax-efficient options, including ISAs and SIPPs, which can help you save for your future.
AJ Bell also provides a range of investment options, including unit trusts, open-ended investment companies (OEICs), and exchange-traded funds (ETFs).
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History and Operations
AJ Bell was formed in Manchester by Andrew (Andy) James Bell and Nicholas Littlefair in 1995.
The company's main platform business operates under four core brands: AJ Bell, AJ Bell Investcentre, AJ Bell Platinum, and AJ Bell Securities. These brands offer a range of services, including direct-to-customer platforms, bespoke SIPP and SSAS providers, and stockbroking arms.
AJ Bell's core brands include AJ Bell, which offers low-cost SIPP, ISA, and Dealing (Trading) Accounts, and AJ Bell Investcentre, which provides SIPP, ISA, and general investment accounts (GIAs) through FCA-authorised financial advisers. AJ Bell Platinum offers bespoke SIPP and SSAS services, while AJ Bell Securities handles stockbroking.
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The company's brands are AJ Bell, AJ Bell Investcentre, AJ Bell Platinum, and AJ Bell Securities. Here are the main services offered by each brand:
AJ Bell was recognised as a Which? Recommended Provider for each of the four years, 2019, 2020, 2021, and 2022.
History
The company was formed in Manchester in 1995 by Andrew (Andy) James Bell and Nicholas Littlefair. They founded the business with a clear vision.
The company's humble beginnings date back to 1995, a time of great change and innovation. The founders' entrepreneurial spirit paved the way for the company's future success.
In November 2018, the company was the subject of an initial public offering, valuing the business at £675 million. This marked a significant milestone in the company's history, demonstrating its growth and potential.
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Operations
AJ Bell operates under four core brands, each catering to different customer needs. AJ Bell is a direct-to-customer platform offering a low-cost SIPP, ISA, and Dealing (Trading) Account.
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The company's main platform business is supported by AJ Bell Investcentre, which provides an SIPP, ISA, and general investment account (GIA) to customers through FCA-authorised financial advisers.
AJ Bell Platinum offers a bespoke SIPP and SSAS service to customers. AJ Bell Securities is the company's stockbroking arm.
AJ Bell provides third-party SIPP administration services and owns AJ Bell Media, a specialist financial publishing business in London. This business was recognised as a Which? Recommended Provider from 2019 to 2022.
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Budget Uncertainty Hits Outlook
Budget uncertainty hits AJ Bell's outlook, causing a surge in customer contributions to pensions and tax-free cash withdrawals in October. This was due to investors rushing to utilize the current tax relief system before the Budget.
The CEO of AJ Bell, Summersgill, highlighted the impact of budget uncertainty on investors, stressing the need for tax stability to galvanise the retail investment market. AJ Bell will continue to campaign for stability and simplicity for retail investors.
Investors flocked to AJ Bell's platform to take advantage of the current tax relief system, resulting in a noticeable change in customer contributions and withdrawals. This shows how budget uncertainty can affect investment decisions.
Investment Products

AJ Bell offers a diverse selection of investment options, including shares, funds, trusts, bonds, and gilts from 24 different markets. This variety is one of the best you can expect to find on the market.
The platform provides access to a vast array of investment products, making it suitable for various investor preferences. You can choose from a range of tax-efficient investing accounts, like SIPPs and ISAs.
AJ Bell's investment options are available across 24 different markets, giving you access to international markets. This can help you create diversity in your portfolio and potentially reduce risk.
Here are some key features of AJ Bell's investment products:
- Diverse selection of investment options
- Access to international markets
- User-friendly platform
However, it's worth noting that AJ Bell lacks complex investment offerings and advanced features, which may be a drawback for some investors.
Investment Products – 8/10
AJ Bell's investment products are truly impressive, offering an 8/10 rating. The platform provides investors with a vast array of shares, funds, trusts, bonds, and gilts from 24 different markets.

This level of diversity is more than enough to create a well-rounded investment portfolio. You can access international markets with ease, giving you a global reach.
One of the standout features of AJ Bell is its user-friendly platform. It's designed to be easy to navigate, even for those who are new to investing.
While AJ Bell may not offer complex investment options like trading platforms, it makes up for it by providing access to tax-efficient investing accounts, like SIPPs and ISAs. These accounts can help you save money on taxes, which is a big plus.
Here are some of the key benefits of AJ Bell's investment products:
- Diverse selection of investment options
- Access to international markets
- User-friendly platform
However, there are some limitations to consider. AJ Bell's investment products are limited in terms of complex offerings, and it lacks advanced features and tools. Additionally, you won't be able to trade cryptocurrencies on the platform.
Should You Invest?
Investing with AJ Bell can be a wise choice due to its wide range of investment options and an ideal fee structure for small to medium-sized portfolios.

AJ Bell offers diverse investment opportunities, making it suitable for various investor preferences. Its fee structure keeps costs manageable, which is a significant advantage for many investors.
There are no major deal-breakers or significant negatives to discourage anyone from opening an account with AJ Bell. This makes it a solid option for those looking to invest.
If you are content with your current investment provider, there is no pressing reason to switch to AJ Bell.
Assets and Derivatives
AJ Bell doesn't offer access to complex financial instruments like CFDs, options, or futures. However, they do provide a range of other complex products.
These include warrants, ETNs, ETCs, convertibles, structured products, and short, leveraged, or synthetic ETPs. To access these products, investors must pass an online quiz that tests their knowledge, experience, and understanding of investing.
The quiz is in place because these investment products come with a higher-than-average degree of risk.
Assets Available
AJ Bell offers a wide range of assets to invest in, including shares from hundreds of companies listed on the London Stock Exchange and AIM, as well as 24 international markets.

You can choose from over 2,000 active and passive funds, including AJ Bell funds, which cater to different investment goals and risk appetites.
The platform also provides access to nearly 450 investment trusts from various sectors and over 1,500 active and tracker exchange-traded funds.
Bonds and gilts are also available, offering a lower-risk investment option for those who want to generate income or preserve capital.
If you're new to investing, AJ Bell's favourite funds or ready-made portfolios might be a good starting point, providing a hands-on approach without requiring extensive knowledge.
Here are some of the assets available on the AJ Bell platform:
- Shares from hundreds of companies listed on the London Stock Exchange and AIM, as well as 24 international markets
- More than 2,000 active and passive funds, including AJ Bell funds
- Nearly 450 investment trusts from all kinds of different sectors
- Over 1,500 active and tracker exchange-traded funds
- Bonds and gilts
- Complex investment options like warrants, covered warrants, and exchange-traded commodities
Derivative Products
Derivative Products can be a minefield, so it's essential to understand what they are and how they work. AJ Bell doesn't offer CFDs, options, futures, or spread betting, but they do provide access to other complex financial instruments.
Warrants, ETNs, ETCs, Convertibles, Structured products, and Short, leveraged, or synthetic ETPs are available to investors who pass an online quiz. This quiz tests their knowledge, experience, and understanding of investing.
These investment products come with a higher-than-average degree of risk, which is why the online test is in place. This is a good thing, as it ensures that only those who are truly ready to take on the challenge are able to access these products.
Here are some examples of the complex financial instruments available through AJ Bell:
- Warrants
- ETNs
- ETCs
- Convertibles
- Structured products
- Short, leveraged, or synthetic ETPs
Market Reach and Account Types
AJ Bell offers online dealing with 24 markets outside the UK, including the USA, Canada, Japan, France, Germany, Italy, Spain, and other developed economies in Europe.
The platform also provides investors with access to emerging markets like Hong Kong, Singapore, and South Africa.
Unfortunately, some key markets like China, India, Russia, Brazil, Saudi Arabia, Mexico, and Pakistan are not included.
Market Reach
AJ Bell offers online dealing with 24 markets outside the UK, including the USA, Canada, Japan, France, Germany, Italy, Spain, and other developed economies in Europe.
The platform provides access to some emerging markets like Hong Kong, Singapore, and South Africa.
Unfortunately, it doesn't include key markets like China, India, Russia, Brazil, Saudi Arabia, Mexico, or Pakistan.
Account Types

AJ Bell offers a variety of account types to suit different needs and goals.
You can open a dealing account to buy and sell a wide range of investments.
A stocks and shares ISA is a tax-efficient way to save for retirement or other long-term goals.
Junior ISA and lifetime ISA accounts are designed for younger investors and those looking to save for a first home.
A SIPP, or Self-Invested Personal Pension, is another option for retirement savings.
Each of these account types has its own unique features and benefits, so it's worth considering which one is right for you.
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Dealing Account
The dealing account is a straightforward way to invest with AJ Bell, with no limits and no tax benefits. You can access your funds at any time.
AJ Bell charges annual fees for account maintenance, which include a share custody charge of 0.25% of the value of shares held, capped at £3.50 per month.

The funds custody charge is 0.25% of the value of the first £250,000, 0.10% of the value between £250,000 and £500,000, and no charge on the value of funds over £500,000.
Per deal charges for buying and selling investments include £1.50 for funds and £9.95 for shares, although this can be reduced to £4.95 if you've done 10 or more shares deals in the previous month.
Profits over £6,000 earned in AJ Bell's dealing account are subject to capital gains tax, among other standard tax implications.
The minimum investment requirement for holding a dealing account with AJ Bell is £25 per month or a lump sum of £500.
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Market Research
AJ Bell gets its research data from Morningstar, providing a solid foundation for its market research.
The platform frequently publishes in-house expert-curated market research articles and press releases, making it a valuable resource for investors.
AJ Bell displays winners and losers, giving you a clear picture of market performance.
A financial calendar with key events is also available, helping you stay on top of important market dates.
Even experienced traders and investors can benefit from the platform's curated market research, which is tailored towards beginner investors.
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ISAs and Sipps
AJ Bell offers a range of tax-efficient accounts to suit different investment goals.
Their Self-Invested Personal Pension (SIPP) is designed for retirement savings, allowing investors to contribute up to £60,000 per year, with a 20% government bonus on each contribution.
You can start investing with a minimum of £1,000 for a lump sum or £25 for monthly contributions, and withdraw your funds after reaching the age of 57.
The costs associated with AJ Bell's SIPP are competitive, with an annual shares custody charge capped at £10.
AJ Bell's Stocks and Shares ISA is another popular option, allowing investors to contribute up to £20,000 per year without paying income or capital gains tax on profits.
The ISA has the same maintenance costs and minimum investment requirements as AJ Bell's dealing account, and you can access your funds at any time.
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Stocks and Shares ISA
A Stocks and Shares ISA is a tax-efficient investment account that allows you to contribute up to £20,000 per year.
You can invest in a Stocks and Shares ISA with AJ Bell, which has the same maintenance costs as its dealing account.
The minimum investment requirements for AJ Bell's Stocks and Shares ISA are the same as its dealing account.
You can access your funds in the account at any time, giving you flexibility with your investments.
This means you can withdraw or transfer your money as needed, making it a convenient option for managing your investments.
Junior Isa
The Junior ISA is a great way to invest for your kids, and it's designed to be tax-efficient. The key difference between this and the Stocks and Shares ISA is that the Junior ISA is for investors under 18 years old.
The Junior ISA has a lower tax-free contribution limit of £9,000 per year, which is a significant consideration. The annual share custody charge is capped at £2.50 per month, which is a relatively low fee.
The annual fund custody charge for the Junior ISA is a flat 0.25% of the funds held, regardless of the account value. This is a straightforward fee structure.
Sipp
A SIPP, or Self-Invested Personal Pension, is a tax-efficient account for retirement savings.
Contributions to a SIPP are topped up with a 20% government bonus.
The tax benefits apply to investments up to £60,000 per year, unless you're a high earner with a tapered allowance.
AJ Bell's SIPP has the same costs as their dealing account, stocks and shares ISA, and lifetime ISA, with a capped annual shares custody charge of £10.
You'll need a minimum investment of £1,000 for a lump sum or £25 for monthly contributions.
Withdrawal of funds from a SIPP is possible after you reach the age of 57, according to current legislation.
Features and Usability
AJ Bell offers a range of features that make it a great choice for casual investors. The resources and tools provided are great, but may not be as comprehensive as those offered by trading platforms.
You can expect to find user-friendly trading tools, managed portfolio service, and a variety of educational materials. However, advanced charting or asset screening tools, algorithmic, social, or copy trading, and cryptocurrency trading are not available.
The platform's usability is also a major plus, with an intuitive and user-friendly interface that makes it easy to navigate and manage investments. This is especially helpful for beginner investors who may be new to investing.
Features – 8/10

AJ Bell offers a range of tools and resources to help you manage your investments, including great market research and educational materials.
The platform provides a user-friendly experience, with an intuitive interface that makes it easy to navigate and manage your investments.
AJ Bell's managed portfolio service is a great option for those who want to leave the investment decisions to the experts.
You can expect to work with tools like Quickrank, which allows you to rank and compare stocks based on specific criteria, and the Financial Market Diary, which provides a daily record of market activities.
The Dividend Dashboard is also worth mentioning, as it displays dividend-related information for your portfolio, helping you assess income streams.
Here are some of the key features you can expect to find at AJ Bell:
- Great resources and educational materials
- User-friendly trading tools
- Offers managed portfolio service
The platform's streamlined design and accessible features make it a convenient choice for both beginners and experienced users.
AJ Bell's search function is also very handy, enabling you to quickly find relevant investment options and information.
The platform's robust login and security features provide an added layer of protection for your investments.
Alerts and Notifications
Having a robust alerts and notifications system is a game-changer for investors. Users can activate AJ Bell's alerts and notifications system to stay informed and updated about their investments through timely alerts for important events and market changes.
This feature is designed to keep you on top of your investments, ensuring you never miss a beat.
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Fees and Charges
AJ Bell's fees are one of the most attractive features of the platform. The company has effectively removed all extra charges, leaving only the funds and shares custody costs, as well as trading fees.
AJ Bell's percentage-based fee structure makes it an excellent option for smaller portfolios. For bigger amounts, however, the platform can get a bit pricey.
The platform charges a 0.25% annual funds custody charge on the first £250,000 and 0.10% on the value between £250,000 and £500,000. There's no charge on the value of funds over £500,000.
AJ Bell also charges a 0.25% annual shares custody charge, capped at £2.50, £3.50, or £10 per month, depending on the account type.
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Trading fees are £1.50 for buying and selling funds, and £9.95 for buying and selling shares. However, if you traded ten or more shares last month, the cost drops to £4.95.
Here's a breakdown of AJ Bell's trading fees:
AJ Bell's fees are about average compared to other investment platforms. However, the company's transparent fee breakdowns and comprehensive earning reports make it easier to understand your portfolio performance and costs.
Security and Support
AJ Bell's security measures are designed to provide peace of mind for users. They have robust authentication measures in place to safeguard user information.
Their login and security features have been carefully designed to ensure a safe and protected investment experience. This is achieved through robust authentication measures and encryption protocols.
With robust authentication measures and encryption protocols, AJ Bell prioritizes safeguarding user information.
Portfolio Management
AJ Bell's portfolio management tools are designed to make tracking and analyzing investments a breeze. This empowers users to optimize their investments and make informed decisions.
With AJ Bell, users can easily track their investments and stay on top of their wealth management. This level of transparency is invaluable for effective investment strategies.
The platform's robust portfolio management capabilities make it a valuable tool for users looking to manage their investments effectively.
Customer Experience
AJ Bell has a strong reputation among investors, with high customer satisfaction and a 4.7-star rating from over 4,000 reviews on Trustpilot.
The platform is known for its ease of use and intuitiveness, with most customer reviews praising its user-friendly interface. Customer service is also a highlight, although there have been some complaints about slow response times.
AJ Bell is authorized and regulated by the FCA, and funds are protected under FSCS, giving investors peace of mind. However, there are some negative reviews about biometrics security features on Google Play, claiming that fingerprint verification doesn't work.
Some investors have praised AJ Bell's customer service, citing ease of use and helpful staff. However, specific data on customer service response times or effectiveness is not available.
A 7/10 rating for customer satisfaction and reputation suggests that while AJ Bell is a reliable and trusted investment platform, there is room for improvement.
Alternatives and Investment
If you're not entirely sold on AJ Bell, don't worry - there are plenty of alternatives to consider. You can find a platform that suits your needs by browsing and checking out different options individually.
AJ Bell's investment products are impressive, but they lack complex offerings and advanced features. This might not be a deal-breaker for beginners, but it's worth considering if you're looking for more advanced tools.
Hargreaves Lansdown stands out for having one of the largest pools of investment products available, which might be a better fit for investors with diverse needs. Interactive Investor, on the other hand, offers a fixed platform fee structure that could work well for those with larger portfolios.
If you're interested in a robo advisor, Nutmeg is definitely worth a look. They offer a unique investment platform that might suit your preferences better than AJ Bell's more traditional approach.
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Company Initiatives
AJ Bell has a long history of innovation, dating back to its founding in 1995. The company was initially an online stockbroker, and it has since expanded its services to include a wide range of financial products.

The company's commitment to innovation is evident in its use of technology to make investing more accessible to its customers. AJ Bell's mobile app allows customers to manage their investments on the go.
AJ Bell's customer-centric approach is also reflected in its customer service team, which is available seven days a week to answer customer queries. This level of support is a testament to the company's dedication to providing a high level of service to its customers.
The company's focus on customer needs has led to the development of a range of tools and resources designed to help customers make informed investment decisions. AJ Bell's website is a valuable resource for investors, offering a wealth of information and guidance.
AJ Bell's commitment to innovation and customer service has enabled the company to grow and expand its services over the years. Today, the company has over 160,000 customers and a wide range of financial products.
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Frequently Asked Questions
Is AJ Bell a good broker?
AJ Bell has a 4.8/5 rating on TrustPilot from over 7,000 reviews, indicating high customer satisfaction with its ease of use, competitive fees, and responsive service. With such a strong reputation, AJ Bell is a reliable choice for investors seeking a trustworthy broker.
What is AJ Bell known for?
AJ Bell is known for offering low-cost investment accounts, including SIPPs, ISAs, and dealing accounts, directly to customers. It also provides a platform for financial advisers to offer SIPP, ISA, and GIA services through AJ Bell Investcentre.
How safe is my money with AJ Bell?
Your money with AJ Bell is protected up to £85,000 by the Financial Services Compensation Scheme (FSCS). This safeguard ensures your savings are secure, giving you peace of mind
Sources
- https://en.wikipedia.org/wiki/AJ_Bell
- https://www.cityam.com/aj-bell-firm-kicks-off-buyback-as-revenue-hits-record/
- https://www.thetimes.com/business-money/companies/article/24bell-0l3g67g0w
- https://moneyzine.co.uk/investments/aj-bell-review/
- https://www.businessupnorth.co.uk/aj-bell-launches-apprenticeship-scheme/
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