Our guiding principles

Our company is built on a set of guiding principles that define the way we do business.
These principles inform everything we do, creating a culture in which we strive to think like our customers, make investing easier and lead our markets.


We make investing easy and accessible

We are down-to-earth, speak plain English and simplify the complex.


We know our stuff

We are experienced, knowledgeable and aware.


We are human. Not robots

We treat people as people and put customers at the heart of our business. We talk, listen and take notice, respect other people and each other.


We do the right thing

We don’t sell, we help. We are open and honest. We care and speak up for our customers.


We give customers what they need. Not what they don’t

We are specialists and good at what we do. We offer excellent service and value. We pay attention to detail and aim to get it right, first time.


We never stand still

We have a can-do attitude. We turn ideas into reality. We are restless, enthusiastic and always looking for ways of doing things better.

Find out more about us
“Our people are at the heart of our success. We take pride in their career development, and we support and empower them to drive the business forward.” Michael Summersgill
Deputy Chief Executive Officer
Explore our careers hub

At AJ Bell, we believe that to achieve your dreams — however big or small — you need to invest in them.

Watch more here
368,000 customers trust us with their investments
£70.4 billion of assets under administration
Member of the London Stock Exchange
900 employees
Follow us: