- 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
Good
Good
relatively
Relatively user-friendly investment app. Still very confusing and tricky to use, for me at least
Reliable
I trust AJBell to look after my pension fund and do what is best for me. They are responsive and thoroughly professional at all times
Helpful
Great anti fraud procedures saved me losing money to an impersonator.
Simple to use app
Simple
Really good company who have transparent fees and have a really friendly client app to trade on. Feel my retirement funds are in good hands
improving
good website, app needs to catch up
Effortless
Makes investing simple and quick.
Trusted
They dont do the hard sell. They provide you with information to guide you to your investing choice
Reliable
Easy to use platform
Great
easy to use app and strong customer service
Simple
Makes investing stress free and manageable
User friendly experience
Decent service and few headaches
The best thing about AJ Bell is that generally their platform just works and they don’t make any mistakes that cause me difficulties. For a fairly low-cost, execution-only service this is what I need from my investment provider.
Great
We have 4 products with Aj Bell and no issues with anything.
Very reliable platform
I keep my SIPP here & am impressed with the service, their comms & sensible prices.
I have been a customer for +/- 10 years
Easy to navigate and deal, reasonable prices
I’ve had a SIPP with AJ Bell for several years and have been very pleased with the service. The site is easy to navigate, stocks simple to trade and the costs are reasonable.
Simple and easy to use
Very happy with the service. Clean layout and relatively low commission costs.
The best I’ve used
I’ve used a few different options and started with the free trading apps. However, I’ve found AJ Bell to be great since making the switch.
My choice and no regrets
Very pleased with their service. Good help line with any issues. Lots of guidance and I trust them.
Good
Good all round communication, services,website
Leave a review
AJ Bell Facts & Figures
| ⬜ Public Company | ✔️ |
| 👉 Number Active Clients | 350,000 |
| 💰 Minimum Deposit | £1 |
| 💸 Client Funds | £65 billion |
| 📅 Founded | 1995 |
| Account Types | |
| ➡️ General Investment Account | ✔️ |
| ➡️ SIPP | ✔️ |
| ➡️ Stocks & Shares ISA | ✔️ |
| ➡️ Junior ISA | ✔️ |
| ➡️ Lifetime ISA | ✔️ |
| Dealing Costs | |
| ➡️ UK Shares | £9.95 |
| ➡️ US Stocks | £9.95 |
| ➡️ ETFs | £9.95 |
| ➡️ Bonds | £9.95 |
| ➡️ Funds | £1.50 |
Capital at risk
AJ Bell News
Is AJ Bell good for index funds?
AJ Bell Index Funds Investing Customer Reviews & Expert RatingThe overall score out of 10 combines our expert rating out of 5 with the average customer rating out of 5.8.3/10★★★★★★★★★★Very goodBased on 1,103 customer reviews and our expert analysisExpert review by Richard Berry · Last updated 13th July 2026Visit AJ Bell(opens in a new tab)Expert
AJ Bell Cash Savings Hub Best Rate is 4.67% AER
AJ Bell Cash Savings Customer Reviews & Expert RatingThe overall score out of 10 combines our expert rating out of 5 with the average customer rating out of 5.8.9/10★★★★★★★★★★Very goodBased on 1,103 customer reviews and our expert analysisExpert review by Robin Amos · Last updated 3rd July 2026Visit AJ Bell(opens in a new tab) Experts
AJ Bell scraps regular investing fees after cutting share dealing charges
AJ Bell has announced another round of fee cuts, this time removing its regular investing charge altogether as competition among DIY investment platforms continues to intensify. From May 2026, customers using AJ Bell’s regular investing service will no longer pay the £1.50 dealing fee that was previously charged on automatic monthly investments. The change applies
AJ Bell Shares Rise as Customer Growth and Assets Hit Record Levels
Online investment platform, AJ Bell has made a strong start to its 2026 financial year, underpinned by solid customer growth, record assets, and resilient inflows despite a challenging UK policy backdrop. The company’s shares have risen to 470.20p, up 28.20p (+6.38%) year-to-date, reflecting positive investor sentiment following continued operational momentum. For the three months to
Investment platform AJ Bell tops £100 billion in client funds
AJ Bell has announced a milestone year, with platform assets under administration (AUA) rising to £103.3 billion for the year ended 30 September 2025, representing a 19 % increase versus the prior year. The UK investment platform added approximately 102,000 new customers, taking its total to 644,000 — also up 19 %. This growth was
Can you invest in OEICs with AJ Bell?
AJ Bell OEIC Investing Customer Reviews & Expert RatingThe overall score out of 10 combines our expert rating out of 5 with the average customer rating out of 5.8.3/10★★★★★★★★★★Very goodBased on 1,103 customer reviews and our expert analysisExpert review by Richard Berry · Last updated 23rd July 2025Visit AJ Bell(opens in a new tab) Experts
AJ Bell Investment Trust Investing Review
AJ Bell Investment Trust Investing Customer Reviews & Expert RatingThe overall score out of 10 combines our expert rating out of 5 with the average customer rating out of 5.8.3/10★★★★★★★★★★Very goodBased on 1,103 customer reviews and our expert analysisExpert review by Richard Berry · Last updated 15th July 2025Visit AJ Bell(opens in a new tab)
AJ Bell’s Lifetime ISA (LISA) Boosts Your Investments By 25%
AJ Bell’s lifetime ISA is an excellent way to save for your first home (or your retirement). When you invest in a lifetime ISA with AJ Bell you are investing in the stock market where you can potentially make more money than in a cash-interest lifetime ISA. However, it’s important to remember that when investing,
Is AJ Bell good for ETF investing?
AJ Bell ETF Investing Customer Reviews & Expert RatingThe overall score out of 10 combines our expert rating out of 5 with the average customer rating out of 5.8.3/10★★★★★★★★★★Very goodBased on 1,103 customer reviews and our expert analysisExpert review by Richard Berry · Last updated 18th July 2025Visit AJ Bell(opens in a new tab) Experts
Does AJ Bell Offer Ethical Investing?
AJ Bell offers a range of options for the ethical investor. Through the AJ Bell platform, investors can access ethical funds such as the Liontrust UK Ethical fund as well as ethical ETFs such as the iShares MSCI World SRI ETF. AJ Bell has also created its own ethical fund, the AJ Bell Responsible Growth
AJ Bell’s Investing Apps are Best for Low-Cost App Fund Portfolios
AJ Bell does have an investing app, which is a good way of checking on your investments when out and about. But, I have to say, it’s a bit clunky compared to full-service brokers like Interactive Brokers or even new apps like CMC Invest. It’s not as good as the main website, as you dontt
How much does it cost to invest internationally with AJ Bell?
AJ Bell’s dealing service lets you buy international shares online quickly and easily in a SIPP, stocks and shares ISA, lifetime ISA or Dealing account, but it is quite expensive. The platform offers dealing in 24 international markets including the US, Canada, Japan, France, Germany, Italy, and Spain. Not all shares in these markets are
Is AJ Bell Stocks & Shares ISA any good?
AJ Bell’s investment ISA is one of the cheapest around, especially for large accounts. A stocks and shares ISA is a tax-efficient investment account in which you can invest up to £20,000 per year. When you invest in a socks and shares ISA, you pay no tax on any capital gains or income from your
Is AJ Bell’s SIPP any good?
AJ Bell ’s SIPP is a flexible retirement product that allows you to choose where you invest your pension savings. With this product, you’re in control of how and where your money is invested, and make the decisions that determine how your pension pot performs. You can track your investments online and make changes to
Is AJ Bell share dealing safe?
AJ Bell Share Dealing Customer Reviews & Expert RatingThe overall score out of 10 combines our expert rating out of 5 with the average customer rating out of 5.8.4/10★★★★★★★★★★Very goodBased on 1,103 customer reviews and our expert analysisExpert review by Richard Berry · Last updated 22nd January 2025Visit AJ Bell(opens in a new tab) Experts
AJ Bell Junior ISA (JISA) Review
AJ Bell Junior ISA (JISA) Customer Reviews & Expert RatingThe overall score out of 10 combines our expert rating out of 5 with the average customer rating out of 5.9.1/10★★★★★★★★★★ExcellentBased on 1,103 customer reviews and our expert analysisExpert review by Richard Berry · Last updated 28th January 2025Visit AJ Bell(opens in a new tab) Experts
AJ Bell Fund Investing Review
AJ Bell Fund Investing Customer Reviews & Expert RatingThe overall score out of 10 combines our expert rating out of 5 with the average customer rating out of 5.9.2/10★★★★★★★★★★ExcellentBased on 1,103 customer reviews and our expert analysisExpert review by Richard Berry · Last updated 18th July 2025Visit AJ Bell(opens in a new tab) Experts commend
AJ Bell wins Best Stocks & Shares ISA at the Good Money Guide Awards 2024
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. Richard BerryRichard 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
AJ Bell wins Best Investing Account at the Good Money Guide Awards 2024
AJ Bell won Best Investment Account this year because of the broad range of UK and international shares, funds, investment trusts, and the variety of accounts they offer, including SIPPs, ISAs, and General Investment Accounts Richard BerryRichard is the founder of the Good Money Guide (formerly Good Broker Guide), one of the original investment comparison
Who is AJ Bell?
“The invisible thing called a good name is made up of the breath of numbers that speak well of you.” These worthy words of Lord Edward Wood, Earl of Halifax, apply very well to stockbroker AJ Bell; a company which passed half a million customers this year, as well as the man who gave the
Ready-made pension plans allow AJ Bell to challenge digital wealth fintechs
AJ Bell’s move to launch four new Ready-made pension portfolios earlier this year is a challenge to the digital wealth management sector. The investment platform’s move to provide three risk-rated growth funds with annual management charges of just 0.45% puts it in a competitive position against the likes of J.P. Morgan-owned Nutmeg, Moneyfarm, and Aviva-owned
Is AJ Bell expensive for investing?
Not really, compared to other brokers like Hargreaves Lansdown and Interactive Investor is is cheap. But not as cheap as Interactive Brokers, AJ Bell is committed to transparent and fair charges that offer investors excellent value and are among the lowest in the market. On the AJ Bell website, there’s a handy feature that enables
AJ Bell increases ESG offering with a sustainable fund of ETFs
ESG and sustainability investing have become ever more popular throughout 2020 no doubt helped by the outperformance of stocks and funds which have high ESG scores. Investment platform AJ Bell has not been deaf to the clamour and has announced the launched a sustainable fund of ETFs, the Responsible Growth fund. What is the AJ
AJ Bell FAQs:
AJ Bell is a stockbroker and investment platform that lets you invest in UK and international shares, funds and bonds. They were established in 1995, currently have around 350,000 customers and look after over £65 billion of client assets.
Yes, in our awards survey and analysis of investment accounts AJ Bell is consistently at the top of the customer service rankings. They also provide access to a wide range of investments with low account costs.
Yes, AJ Bell has put together a series of low-cost, easy to use and diverse selectio of investment funds to invest in. AJ Bell funds cover growth markets, responsible investing in sustainable companies and funds that generate income rather than focusing on capital growth. You can also invest based on risk from cautious to adventurous and global growth.
AJ Bell differs from Vanguard in that AJ Bell is a full-service stock broker where you can invest in shares, bonds and funds. Whereas Vanguard in the UK only sells it’s own funds. You cannot invest in individual shares with Vanguard. You can also buy Vanguard shares on the AJ Bell platform.
If you want to buy individual shares you need a stock broker.
Yes, AJ Bell is one of the few investment platforms to offer Lifetime ISAs. To transfer a LISA to AJ Bell, you need to open an account and instruct the transfer.
AJ Bell is a public company listed on the London Stock Exchange with the ticker (LON:AJB), which means anyone can own part of it.
Yes, it is safe to invest with AJ Bell because they are FCA regulated, funds are protected by the FSCS, they are a public company and well established.
Capital at risk
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.
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