AJ Bell today announces the launch of a new brand identity to be introduced across the firm’s dual-channel platform and AJ Bell Investments in a phased approach from September.
The modernised AJ Bell brand features a distinctive new logo incorporating a bell graphic, as well as a new font and colour palette creating an instantly recognisable visual identity across advertising, literature, website and app.
The new brand identity will reinforce AJ Bell’s ‘feel good investing’ campaign and will appear across AJ Bell’s ongoing advertising featuring Anita Ward’s iconic Ring My Bell track, as well as being showcased across the AJ Bell Great Run series in 2026, starting with the Great North Run taking place on 13 September.
Ensuring a smooth transition in both D2C and advised markets the brand will be introduced across AJ Bell’s dual-channel platform and its investment business on a phased basis. From 5 September 2026 the new logo and brand identity will be integrated across AJ Bell’s D2C platform. It will then be rolled out to the AJ Bell group website and the AJ Bell Investcentre platform in the advised market during 2027.
The well-established AJ Bell brand name remains unchanged.
AJ Bell chief marketing officer, Stephen Vowles, says: “AJ Bell’s commitment to low-cost, simple products and exceptional service has helped more people feel good about investing and supported our growth into one of the UK’s most successful retail investment brands. We are already trusted by more than 750,000 direct-to-consumer and advised customers, and our refreshed identity will help us introduce AJ Bell to an even wider audience across both markets.”