- AJ Bell Investments has onboarded two new adviser firms to its award-winning bespoke MPS offering
- Financial Initiatives and Blue Atlas Wealth join group of firms working with the AJ Bell Investments team to offer bespoke portfolios for clients
- AJ Bell’s Partnership MPS works with partner firms to design, build, and manage portfolios which are designed to meet a range of client objectives
- AJ Bell Investments has discretionary investment responsibility to manage and oversee each range of outcome focused, bespoke portfolios
AJ Bell Investments is pleased to announce the onboarding of two new adviser firms for its award-winning bespoke Partnership MPS offering, with Financial Initiatives joining this month and Blue Atlas Wealth joining as an AJ Bell MPS partner in the coming weeks.
AJ Bell’s Partnership MPS offering allows adviser firms to provide tailored investment solutions that are aligned to their investment philosophy and underpinned by AJ Bell’s expertise and infrastructure. Partner firms benefit from a range of customisation options including multiple investment strategies, such as active, passive, blended and responsible, along with varying risk appetites applied across a number of models.
Firms can decide the level of involvement which suits their needs, and AJ Bell’s Investments team carries out the ongoing management within a robust governance framework. Portfolios are designed and updated with the input of adviser firms.
The onboarding of the new adviser firms follows the addition of Oculus Wealth as an AJ Bell partner in December 2025, with the number of partner firms strongly expanding in the past 12 months.
Ian Aylward, head of investment partnerships at AJ Bell, comments:
“AJ Bell’s Partnership MPS offering has gone from strength to strength in the past 12 months, and we’re pleased to be welcoming Financial Initiatives and Blue Atlas Wealth as the latest partners.
“For adviser firms that want tailored investment solutions for their clients, our Partnership MPS provides them with the ease and efficiency of an outcomes focused approach that facilitates a range of bespoke investment preferences. Partner firms have input on the design of the portfolios, with the AJ Bell Investment team’s expertise and infrastructure underpinning the management, to provide firms with the confidence that their needs are at the forefront of any investment decisions.
“Our recent award for Best Bespoke MPS Provider from Professional Adviser is a testament to the hard work and excellent service that goes into collaborating with our partner firms, and we are excited to build on that momentum as we grow our partner book.”
Gary Nash, chartered financial planner at Financial Initiatives, adds:
“We have worked closely with AJ Bell over many years and feel that now is a great time to move into a partnership arrangement. We have found the onboarding process to be smooth and are very happy that our core investment beliefs have been incorporated into the portfolios.”
Seb Fretten, financial planner at Blue Atlas Wealth, adds:
“We’re incredibly excited to start working with AJ Bell’s award-winning Investment team. The team were able to incorporate our existing investment philosophy with their best ideas, to design and tailor portfolios ensuring clients have access to investment solutions that truly suit their needs.”
About AJ Bell Partnership MPS
The Partnership MPS is AJ Bell Investments’ bespoke investment offering. Adviser firms work with the team at AJ Bell Investments to devise a bespoke range of portfolios suited to their clients’ needs.
The bespoke MPS is suited to firms who would like specific investment objectives reflected in portfolios, as opposed to using standard off-the-shelf solutions for their clients. This could be reflected by investing in sectors or asset classes beyond those included in AJ Bell’s off-the-shelf portfolios, depending on the clients’ preferences.
The portfolios are designed, built and managed with the firm’s involvement. AJ Bell Investments manages the portfolios and coordinates regular reviews to discuss performance, the economic and market backdrop and potential changes.