About us

Money can’t buy you everything, but it certainly gives you choices. That’s why we aim to help our customers invest in the life they want to live.

So far over 398,000 customers have chosen to trust us with assets totalling £75.6 billion, making us one of the UK’s largest investment platforms.

Invest in the life you want to live

Our most recent TV campaign aimed to raise awareness of the AJ Bell brand and show how investing can support people’s aspirations in life – whatever they may be. You can watch it below.

We believe our platform can help you realise your investment goals. Here’s why:

We make it easy

We aim to make the whole process of investing as easy as possible. That means providing access to products that are matched to your needs, ensuring that our staff are among the best in the business and our website is intuitive and easy to use. It’s an approach that wins us prestigious industry awards year after year.

We keep our charges low

Every penny you spend on charges is money that can’t be invested. By keeping our costs as low as possible, we make sure you reap the benefits.

We offer real choice

Whether you want to invest with an adviser or manage your investments yourself, we can offer you a SIPP, stocks and shares ISA, Lifetime ISA, Junior ISA or Dealing account. And the comprehensive range of investments on offer spans everything from investment trusts and ETFs, to gilts, warrants, corporate bonds and our own range of passive funds.

We’re here for the long haul

AJ Bell is built on a strong set of guiding principles that have seen us grow from a small actuarial consultancy to become one of the biggest investment platforms in the UK. As a profitable, well capitalised business, we are well placed to build on this success and continue serving the needs of our customers for many years to come.

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
398,000 customers trust us with their investments
£75.6 billion of assets under administration
Member of the London Stock Exchange
900 employees
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