AJ Bell to launch new brand identity

AJ Bell has announced plans to launch a new brand identity across its dual-channel platform and AJ Bell Investments.

The updated branding will be introduced in a phased approach from September 2026.

This will include an updated logo alongside a new font and colour palette, aiming to create a recognisable visual identity across its app, website, advertising, and literature.

AJ Bell said the new brand would reinforce its ‘feel good investing’ campaign, which will appear across AJ Bell’s advertising.

The branding will be introduced across AJ Bell’s dual-channel platform and its investment business on a phased basis, as the firm looks to ensure a smooth transition in both D2C and advised markets.

From 5 September 2026, the new logo and brand identity will be integrated across AJ Bell’s D2C platform, before being rolled out across the AJ Bell group website and Investcentre platform in the advised market in 2027.

“AJ Bell’s commitment to low-cost, simple products and exceptional service has helped more people feel good about investing and supported our growth into one of the UK’s most successful retail investment brands,” said AJ Bell chief marketing officer, Stephen Vowles.

“We are already trusted by more than 750,000 direct-to-consumer and advised customers, and our refreshed identity will help us introduce AJ Bell to an even wider audience across both markets.”

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