AJ Bell results: digitisation and fresh advertising attracts a new generation of savvy investors
Hugh Fairclough, Partner and Head of Financial Services at RSM UK, comments on AJ Bell’s full year results: “AJ Bell’s impressive customer growth - up 18% this year - shows the brand is winning the trust of a new wave of online investors. The company’s fresh, playful advertising campaign stands out in a market dominated by traditional messaging, and it’s clearly resonating with younger, digitally savvy audiences. Gen Z investors want simplicity and accessibility, and AJ Bell’s app delivers just that, making investing feel approachable for first-timers.
“AJ Bell has campaigned for simplification of the ISA, potentially combining stocks and shares and cash savings into one product. Time will tell how restricting cash ISA savings to £12,000 from April 2027, announced in the Budget will impact future generations’ investment habits. These results suggest we may be seeing a new generation of people who are more comfortable with putting their spare cash into investments as digitisation improves accessibility. This in turn might bring changes to the way financial advice is offered, as the government introduces targeted support. It will be interesting to see how investment products evolve in future to meet the demands of this new generation of investors.”