Guiding principles

Everyone who works at AJ Bell follows a set of guiding principles that define the company. These principles inform everything we do, and help to ensure we never stray from our objectives of thinking like our customers, making investing easier and leading our markets.

We think like our customers and continually strive to make investing easier. Our prices are highly competitive. Our service is first-class and our propositions match our customers' needs.

 

What they say about us

Our Principle We  How?
Intelligent We know our stuff We are experienced, knowledgeable, thoughtful and aware
Principled We do the right thing We don’t sell, we help. We are open and honest. We care and speak up for our customers.
Personal We are human. Not corporate 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.
Focussed We give customers what they need. Not what they don't We offer great service and value. We are specialists and good at what we do. We pay attention to detail and aim to get it right, first time.
Straightforward We make it easy and accessible We are down-to-earth, speak plain English and simplify the complex.
Energetic 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.

How this helps our customers

Our Principle We  How?
Intelligent We know our stuff Our customers can be confident that the products and services we offer are among the best available and that we can answer their questions accurately and with authority.
Principled We do the right thing Our customers know that they can rely on us to help them and keep them informed, without constantly selling to them. They know, too, that we will always behave ethically and be vocal in defending their interests.
Personal We are human. Not corporate Our customers appreciate that we respect and understand them as individual human beings, that we are pleased to talk to them, listen to what they have to say and respond to them quickly and efficiently.
Focussed We give customers what they need. Not what they don't  Our customers recognise that we give them the tools they need, that the level of service we offer is tough to beat and that we are rarely beaten on price. We offer exceptional expertise together with outstanding value..
Straightforward We make it easy and accessible Our customers understand that we are practical people, offering an effective and highly functional service, with no unnecessary complications or additions. We try to avoid jargon and we keep it simple.
Energetic We never stand still Our customers realise that we are successful and ambitious. We aim to create a brighter future for our business by providing the products and services that will help them invest in a brighter future for themselves.