We make investing easier

We help people to invest by striving to make the experience of holding and managing investments on our platform as easy as possible.

Best Companies award with team
Billy Mackay

“The quality of our low-cost, easy-to-use investment platform allows us to keep attracting customers and assets – a fact which is reflected in our strong financial performance.

“In turn, this financial strength means we can continually invest in our ambition of becoming the easiest platform to use – an aim which underpins our principal purpose of helping people to invest. We do this with a focus on meeting the needs of advisers and customers, alongside our competitive pricing and high-quality service model.”

Billy Mackay

Managing Director

AJ Bell Investcentre at a glance

  • Co-founded by Andy Bell in 1995, AJ Bell is one of the largest investment platforms in the UK

  • Over 503,000 customers have chosen to trust us with assets totalling £80.3 billion

  • AJ Bell listed on the London Stock Exchange’s Main Market in December 2018 (LSE: AJB), entering the FTSE 250 in March 2019

  • At the heart of our business is a clear and simple purpose: “We help people to invest”

  • Our platform is easy to use and great value, with a highly competitive pricing structure

  • Wide investment range means you choose how your savings are invested


Money Marketing Awards

Money Marketing Awards

Provider of the Year 2023 (2022, 2021)

Money Marketing Awards

Best Retirement Provider 2022 (2021)

Best Companies

100 Best Large Companies to Work For 2021

Professional Adviser Awards

Professional Adviser Awards

Best Full SIPP Provider 2022 (2021)

Money Marketing Awards

Best Platform 2022 (2021)

UK Platform Awards

Leading Retirement Proposition 2021

Women in Financial Advice Awards

Women in Financial Advice Awards

Woman of the Year 2022 (2021), Alison Mollard

Professional Adviser Awards

Best Platform for Advisers (AUA over £25bn) 2021

UK Platform Awards

Platform of the Year 2020


Elderly couple kissing

We’re here for the long haul

AJ Bell is built on a strong set of guiding principles that have seen us grow from a small actuarial consultancy to become one of the biggest investment platforms in the UK. As a profitable, well capitalised business, we are well placed to build on this success and continue serving the needs of our customers for many years to come.

Account types to suit your needs

Our products include a SIPP, Retirement Investment Account, Stocks and Shares ISA, Lifetime ISA, General Investment Account (GIA), Junior SIPP and Junior ISA. Our pensions offer various income drawdown options and our GIA can be held in an offshore bond account with one of our partners.


Guiding principles

Everyone who works at AJ Bell follows a set of guiding principles that define the company. These principles inform everything we do, and help to ensure we never stray from our objectives of thinking like our customers, making investing easier and leading our markets.

We act with integrity


What this means...

We focus on delivering good customer outcomes. We do the right thing. We are open and honest.

We know our stuff


What this means...

We are experts in our field. We share our investing know-how. We offer products that are amongst the best in the market.

We simplify the complex


What this means...

We make investing easier. We are practical and down to earth. We use clear language and try to avoid jargon.

We put people first


What this means...

We are responsive and helpful when our customers need us. We build strong relationships with our colleagues and respect each other.

We set high standards


What this means...

We are always learning and improving. We adapt and innovate to succeed in our market.

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