AJ Bell’s advised business is pleased to announce the launch of its ‘Feel good, advising’ campaign, helping advisers to feel good while growing and protecting client wealth.
Building on its successful ‘Feel good, investing’ campaign in the direct-to-consumer market, AJ Bell wants advisers using its Investcentre platform to feel good about working with AJ Bell. This means benefitting from seamless and efficient processes on the way to delivering a great client experience.
Advisers will start to see the ‘Feel good, advising’ message through a wide range of communications channels throughout the year. As part of this, AJ Bell is expanding its adviser and paraplanner events calendar and will be launching practical support to help advisers navigate an increasingly complex financial planning environment through a new ‘Great Wrapper Reset’ initiative.
They will also experience the feel good factor through sustained investment in our proposition. In the past year, AJ Bell has introduced significant platform improvements, such as the launch of a PCLS tracker tool which has saved advisers time by reducing the volume of calls and emails on tax-free cash payments, and the launch of an onshore bond wrapper and a new range of trusts to increase the number of tax planning options for advisers and their clients.
Advisers also have access to a high-quality range of AJ Bell’s in-house investment solutions, such as our popular Gilt MPS range.
Increased investment in brand and marketing activity in 2025 helped the business achieve record growth in the year to September 2025 and reach assets under administration over £100 billion, as well as record gross inflows to the advised platform. This investment continues in 2026, with a pipeline of activity lined up for the rest of this year that will ensure advisers can truly feel good, advising.
Jeremy Mugridge, AJ Bell advised marketing director, says:
“We’re 100% focused on helping advisers feel good about the job they do when they’re working with us. This means we want advisers to feel confident that they can deliver great client outcomes, we want their teams to be more efficient and productive, and we want to help them build a more profitable business. These things are possible thanks to the three key pillars that underpin our proposition: easy to use, great service and low cost.
“It’s no secret that AJ Bell has invested significantly in the past year, most notably in building the AJ Bell brand. Our mission to help advisers ‘Feel good, advising’ is evidenced though the wide range of improvements already made to the advised platform this year, as well as third party partnerships that deliver genuine time-saving benefits to advisers and paraplanners.
“We believe our ‘Feel good’ message will resonate with advisers using our platform, and we look forward to building momentum through an exciting pipeline of activity in the coming months.”
Source: AJ Bell. North Greenwich tube station, London.