Award-winning levels of service and support, provided online, over the phone and in person.

Our aim is to make every single interaction you have with our platform as easy as possible - which is why we invest as much in our people as we do in platform development.



Professional Adviser Awards

Professional Adviser Awards

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

UK Platform Awards

Leading Retirement Proposition 2021

Moneyfacts Annual Star Ratings

5 stars for AJ Bell Investcentre SIPP 2020

Money Marketing Awards 2021

Money Marketing Awards

Best Platform 2021

Professional Paraplanner Awards

Best Full SIPP Provider 2021

The Sunday Times 2020

100 Best Companies to Work For

Best Companies

Best Companies

100 Best Large Companies to Work For 2021

Money Marketing Awards

Provider of the Year 2021

UK Platform Awards

Platform of the Year 2020


96% of calls answered within six rings

95% of emails answered within 24 hours

90% of money in credited within a day

      *June 2022

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 make investing easy and accessible


What this says about us...

We are down-to-earth, speak plain English and simplify the complex.

How this helps our customers...

Our customers understand that we are practical people, offering an effective and highly functional service, with no unnecessary complications or additions. We try to avoid jargon and we keep it simple.

We know our stuff


What this says about us…

We are experienced, knowledgeable and aware.

How this helps our customers...

Our customers can be confident that the products and services we offer are among the best available and that we can answer their questions accurately and with authority.

We are human. Not robots


What this says about us...

We treat our customers as people and put them at the heart of our business. We talk, listen and take notice, respect other people and each other.

How this helps our customers...

Our customers appreciate that we respect and understand them as individual human beings, that we are pleased to talk to them, listen to what they have to say and respond to them quickly and efficiently.

We do the right thing


What this says about us...

We don’t sell, we help. We are open and honest. We care about and speak up for our customers.

How this helps our customers...

Our customers know that they can rely on us to help them and keep them informed, without constantly selling to them. They know, too, that we will always behave ethically and be vocal in defending their interests.

We give customers what they need. Not what they don’t


What this says about us...

We are specialists and good at what we do. We offer excellent service and value. We pay attention to detail and aim to get things right, first time.

How this helps our customers...

Our customers recognise that we give them the tools they need, that the level of service we offer is tough to beat and that we are very competitive on price. We offer exceptional expertise together with outstanding value.

We never stand still


What this says about us...

We have a can-do attitude. We turn ideas into reality. We are restless, enthusiastic and always looking for ways of doing things better.

How this helps our customers...

Our customers realise that we are successful and ambitious. We aim to create a brighter future for our business by providing the products and services that will help them invest in a brighter future for themselves.

Financial adviser verification

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