Explore AJ Bell’s key features, competitive trading fees, and platform advantages in our in-depth review. Discover how this UK-based broker caters to novice and seasoned investors, offering a range of investment options and user-friendly tools.
AJ Bell review 2025: Is this UK broker right for you?
Founded in 1995 by Andy Bell and Nicholas Littlefair,the company is publicly listed on the London Stock Exchange and serves hundreds of thousands of investors.
AJ Bell broker is a UK-based broker regulated by the Financial Conduct Authority FCA No. 155593 and protected by the FSCS compensation scheme.
AJ Bell provides access to stocks, bonds, ETFs, mutual funds, investment trusts, IPOs, and tax-efficient accounts such as SIPPs, ISAs, and general investment accounts, making it a comprehensive choice for UK investors.
Pros and cons of trading with AJ Bell
AJ Bell offers a feature-rich platform with diverse investment options and competitive pricing, making it a strong choice for UK investors. However, some drawbacks, such as trading fees and a lack of direct financial advice, may impact certain users.
Pros
- Beginner & expert-friendly: Intuitive platform for all experience levels.
- Diverse investment options: UK and international stocks, ETFs, and funds.
- Transparent fees: Competitive pricing with clear cost structures.
- Market insights: Broker provides regular expert analysis and updates.
- Mobile app: Reliable iOS and Android app for on-the-go regular investing.
- Customer support: Generally well-reviewed assistance.
Cons
- AJ Bell trading fees: AJ Bell charges £5.00 per trade for buying or selling shares.
- AJ Bell charges: Extra fees for smaller portfolios or frequent trades.
- No direct financial advice: Lacks personalized investment guidance.
- Transfer fees: Charges apply when moving portfolios in or out.
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Key features of AJ Bell’s trading platform
AJ Bell offers two main platforms: AJ Bell investment platform and Dodl by AJ Bell, a newer, app-only alternative aimed at simplicity and cost-effectiveness.
AJ Bell core platform
- Accounts available: Stocks and shares ISA, SIPP, junior ISA, lifetime ISA, general investment account.
- Dealing charges: £9.95 per trade reduced to £4.95 for frequent traders.
- Investment options: Over 4,000 assets including shares, ETFs, bonds, and funds.
- Platform fees: From £1.50/month ISA to £10/month SIPP.
- Tools and research: Portfolio builder, screeners, and educational content.
Dodl by AJ Bell
An app-based investing platform designed for simplicity and accessibility, ideal for first-time or long-term investors.
- Low-cost structure: 0.15% annual account fee, minimum £1/month.
- No dealing charges: Buy and sell investments with zero commission.
- Account types: General investment account, ISA, pension, lifetime ISA.
- Mobile-first: Easy-to-navigate app for everyday investors.
How does AJ Bell compare with other UK brokers?
The table provides a breakdown of three major UK brokers: AJ Bell, Hargreaves Lansdown, and Interactive Investor. It compares their fees, investment options, platform usability, research tools, customer service, and account types to help investors choose the best fit for their needs.
| Feature | AJ Bell | Hargreaves Lansdown | Interactive investor |
| Established year | 1995 | 1981 | 1995 |
| Regulations | FCA, FSCS | FCA, FSCS | FCA, FSCS |
| Fees structure | £9.95 per trade dealing account £1.50 to £10/month SIPP/ISA | £11.95 per trade Higher ongoing fees | £9.99/month flat fee £9.99 per trade |
| Investment options | AJ Bell stocks, funds, ETFs, and bonds. Ready-made portfolios | Wide range of investments, excellent research tools. | Stocks, funds, ETFs, bonds curated portfolios. |
| Platform usability | User-friendly functional mobile app | Intuitive platform top-rated mobile app | Less intuitive great for active traders |
| Research and tools | Decent research tools educational content | Excellent research and analysis tools | Robust research tools portfolio builder |
| Customer service | Responsive support via phone 03455432600 and email help@ajbell.co.uk | Excellent support, top-tier service | Good support, but slower response times |
| Account types | SIPP, ISA, junior ISA, lifetime ISA, dealing account | SIPPs, ISAs, junior ISAs, ISAs for stocks | SIPPs, ISAs, and general investment accounts |
| Best for | Do it yourself, investors Those seeking flexibility | Investors looking for premium tools and research | Investors with large portfolios those who prefer flat fees |
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Conclusion
AJ Bell remains a trusted UK broker in 2025, offering a strong balance of cost, functionality, and investment choice. With tax-efficient accounts like ISAs and SIPPs, investors can optimize their portfolios while using an intuitive platform.
Its broad asset selection, including UK and global stocks, ETFs, and funds, allows for effective diversification. While trading fees may not be the lowest, AJ Bell’s transparent pricing, strong support, and educational resources make it a reliable choice.
Open an account with a mobile-first experience, the Dodl platform offers zero dealing charges, making investing more accessible. AJ Bell continues to be a competitive option for modern investors.
Pro Tip
Explore our broker finder tool to compare AJ Bell with other top-rated brokers. Whether you are trading Forex or investing in Stocks, CFDs, Banking, and Cryptocurrencies, our expert picks help you find the perfect fit. Have questions or experiences to share? Leave your comments below!
