AJ Bell won Best Stocks and Shares ISA for their broad range of UK and international shares, funds, bonds, and investment trusts, all offered on a low-cost platform.
- Experts commend AJ Bell as an excellent full-service stock broker, highlighting its wide range of investment options and low account costs. They note the platform's strengths in pricing, market access, and customer service, all rated at 5.0/5, while pointing out high charges for phone dealings and foreign exchange fees for smaller transactions as drawbacks.
- Across 1103 user reviews on Good Money Guide, averaging 4.2/5, customers frequently praise the platform's user-friendly interface, responsive customer service, and transparent fee structure. However, some users express concerns about the app's functionality and occasional platform stability issues, indicating a need for improvement in these areas.
Expert rating
Our expert rating is the average of the areas listed here, each scored out of 5 by our team.- Pricing5.0
- Market Access5.0
- Online Platform5.0
- Customer Service5.0
- Research & Analysis4.0
Pros
- Wide range of investments
- Low account costs
- Discounts for frequent investors
Cons
- High charge when you deal over the phone
- High FX charges below £10k
See full expert review
Our verdict
AJ Bell is an award-winning, low-cost online investing platform for UK DIY investors. Founded in 1995, AJ Bell has grown to become one of the UK’s leading investment platforms. Today, it has more than 488,000 customers and assets under administration (AUA) of over £180 billion as of January 2026.
Is AJ Bell good for investing?
AJ Bell is an excellent full-service stock broker that offers a wide range of services for investors, including share dealing, fund investing, cash-saving services, and mobile dealing. It also offers a range of accounts including Stocks and Shares ISAs, Lifetime ISAs, Self-Invested Personal Pensions (SIPPs), dealing accounts, and investment accounts for children.
Customer reviews
Customer ratings come from reviews left on this site. Every review is read and approved before it is published.Based on 1,103 reviews
- Excellent46%
- Very good35%
- Basic15%
- Poor3%
- Bad2%
Read customer reviews
4/5
very informative providing useful information
very informative providing useful information
competitive costs
competitive costs
Does what it says on...
Does what it says on the tin
Excellent
Excellent
a very cost effective way...
a very cost effective way of running my pension
4/5
I am pleased with this...
I am pleased with this broker and am reviewing transferring a family members account to them as well.
Very good with reasonable pricing...
Very good with reasonable pricing - very good customer service.
Adequate
Adequate
Top of the class Company...
Top of the class Company with easy to use app
Very good
Very good
Efficient, good app
Efficient, good app
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OK for UK Securities, not...
OK for UK Securities, not so US Socks
Very good, easy to use,...
Very good, easy to use, cost effective.
Easy to use, free Shares...
Easy to use, free Shares magazine
Does what I need it...
Does what I need it to do
Easy to use well presented
Easy to use well presented
Great UK focus and UK...
Great UK focus and UK share selection and reasonable costs
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Richard is the founder of the Good Money Guide (formerly Good Broker Guide), one of the original investment comparison sites established in 2015. With a career spanning two decades as a broker, he brings extensive expertise and knowledge to the financial landscape.
Having worked as a broker at Investors Intelligence and a multi-asset derivatives broker at MF Global (Man Financial), Richard has acquired substantial experience in the industry. His career began as a private client stockbroker at Walker Crips and Phillip Securities (now King and Shaxson), following internships on the NYMEX oil trading floor in New York and London IPE in 2001 and 2000.
Richard’s contributions and expertise have been recognized by respected publications such as The Sunday Times, BusinessInsider, Yahoo Finance, BusinessNews.org.uk, Master Investor, Wealth Briefing, iNews, and The FT, among many others.
Under Richard’s leadership, the Good Money Guide has evolved into a valuable destination for comprehensive information and expert guidance, specialising in trading, investment, and currency exchange. His commitment to delivering high-quality insights has solidified the Good Money Guide’s standing as a well-respected resource for both customers and industry colleagues.