AJ Bell tops the Platforum Investor Experience Leaderboard and is voted Best Direct Platform

AJ Bell Youinvest has overtaken Hargreaves Lansdown to take the top spot in Platforum’s annual Investor Experience Leaderboard and was voted Best Direct Platform at the awards ceremony held on 13 February.
15 February 2018

The D2C platform scored consistently in all categories assessed by Platforum, receiving maximum marks for investment choice and top marks for cost (particularly for smaller portfolios), customer service, guidance and usability.

Specific mention was given to AJ Bell’s offering of the Lifetime ISA in 2017 and its expanded guidance options for investors, including the new favourite funds list and popular range of AJ Bell Passive Funds.  Also mentioned was the platform’s new educational material in the form of the quarterly Dividend Dashboard series and video content, as well as the integration of Amazon Alexa and Goggle Assistant into AJ Bell Youinvest’s mobile proposition.

Platforum’s annual UK D2C: Investor Experience report looks at how the online D2C market has evolved over the past year by examining the user experience of a wide range of investors from beginners through to sophisticated amateur traders.  They tested 14 platform propositions, which include eight of the top 10 by AUA, by testing and analysing their online proposition, pricing, customer service and mobile proposition.  This assessment is used to determine the winners of the annual Platforum Awards.

Charles Galbraith, managing director of AJ Bell Youinvest, comments:

“We are delighted to have been recognised as the leading platform for investor experience.   We have worked exceptionally hard over the past year to drive the proposition forward and provide our customers with the best possible tools and services to help them achieve their investment goals by adding the Lifetime ISA, an AJ Bell Passive Fund range and a new favourite funds list to our offering.”

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