AJ Bell today announces the launch of its new multi-channel brand advertising campaign, building on record new customer growth following the success of its ‘Feel good, investing’ campaign launched in 2023.
Featuring Anita Ward’s iconic Ring My Bell, the campaign focusses on promoting investing to everyone, busting the myth that investing is only for those with large sums of money or extensive financial knowledge. Research shows less than a third (32%) of UK adults see investing as something most people can do, while only 38% feel investing is for people like themselves, falling to as low as 30% among women*.
Tackling the perception that investing requires sophisticated knowledge or large sums of money, the new campaign focusses on emphasising the message that investing is something that should be accessible to a broad range of people. AJ Bell’s low-cost, easy to use products already attract a wide range of customers, with 38% of new DIY investors opening an account with AJ Bell last year aged 35 & under**.
The new television advert, developed with creative agency Pablo, will broadcast for the first time on 8 January. In addition to new TV, radio and digital advertising, updated brand assets will feature across the company’s website and in promotional campaigns.
The launch of the new brand advertising campaign represents a key component of AJ Bell’s continued investment in the growth of its dual-channel platform business. Increased investment in brand activity in 2025 saw the business expand its multi-channel advertising campaign and implement radio campaigns year-round, alongside out-of-home advertising. This helped support record growth for the business in FY25, with over 100,000 new customers added to the platform, helping the business surpass £100 billion in customer assets.
AJ Bell chief marketing officer, Stephen Vowles:
“AJ Bell’s combination of easy-to-use, low-cost products, excellent customer service and a trusted brand helped drive record growth last year, with the business achieving a 4.9-star Trustpilot rating and brand awareness reaching an all-time high. Building on this momentum, our exciting new advertising campaign, which focusses on the message that investing can be for anyone, will help us attract new customers and capitalise on the significant long-term growth opportunity in the market.”
Louise Hayward, managing partner at Pablo:
"Not many investment platforms say yes to allowing supersized golden bells crashing into stuffy auction halls as a way to bring to life an important message: that the world of investing through AJ Bell is open, welcoming, and genuinely for everyone. Getting to such distinctive work in such a fun and collaborative way has made for a brilliant second chapter for our ‘Feel good, investing’ platform."
TV and Radio adverts
A clip of the new television adverts can be found here. The adverts will broadcast for the first time on television and radio on January 8 and January 12 respectively and continue to appear across a range of broadcasters throughout the tax year end period and beyond in 2026.
*Data collected by Opinium for AJ Bell between 26-29 December 2025 with 2,000 UK Adults. Results have been weighted to be nationally representative.
**AJ Bell FY25 D2C new customers by age segment: 0-18 (12%); 19-35 (26%); 36-50 (28%); 51-65 (25%); 66+ (9%)