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.



Citywire Investment Performance Awards - Growth

Citywire Investment Performance

Best Growth Strategy 2023

Money Marketing Awards

Provider of the Year 2023 (2022, 2021)

Best Retirement Provider 2022 (2021)

Best Platform 2022 (2021)

Best Companies

Best Companies

Top 25 Best Large Companies to Work For 2023 (2022)

Professional Adviser Awards

Best Full SIPP Provider 2022 (2021)

UK Platform Awards

Leading Retirement Proposition 2021

Women in Financial Advice Awards

Women in Financial Advice Awards

Woman of the Year 2023 (2022, 2021), Alison Mollard

Women in Financial Advice Awards

Highly Commended Woman of the Year – Platforms 2023

Professional Adviser Awards

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

93% of calls answered within 20 seconds

94% of emails answered within 24 hours

96% of money in credited within a day

      *March 2024

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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