- AJ Bell is the only Stocks and Shares ISA provider holding recommended status for eight consecutive years
- Which? review of best investment platforms in the UK ranks AJ Bell as the number one ISA provider based on customer scores
- AJ Bell’s easy-to-use, low-cost DIY investing products are used by close to half a million customers across the UK*
AJ Bell is today pleased to announce it has been rated the UK’s number one ISA provider based on customer scores submitted to Which? and is the only provider to hold eight consecutive years of Which? recommended ISA provider status.
The annual investment platform reviews are conducted using customer ratings, with those scoring the highest awarded recommended provider status.
AJ Bell this year ranked top in the Which? customer score ratings, reflecting the strength of its products and services. Customers awarded the platform the top 5-star rating for ease of use and AJ Bell is the only ISA provider awarded 5-stars for service, with AJ Bell’s customer service teams responding to 96% of calls within 20 seconds in 2025.
Almost half a million people across the UK use AJ Bell to manage their own investments, with customer numbers using AJ Bell’s DIY investing service increasing 26% in 2025.
AJ Bell D2C managing director, Charlie Musson, says:
“We’re extremely proud to become the only Which? recommended Stocks and Shares ISA provider eight years running, with customers awarding us a 5-star rating for ease of use and service. We believe investing should be for everyone and we continue to invest in our low-cost, easy-to-use investment platform so we can meet as many people’s investment needs as possible and help them feel good investing.”
*D2C customers of 488,000 as at 31 Dec 2025