Investment platform AJ Bell has launched a new brand identity stressing 'feel good investing' which will be introduced across the firm’s dual-channel platform and AJ Bell Investments in a phased approach from September.
The company said it hopes the “refreshed identity” will help the brand reach a wider audience.
The modernised AJ Bell brand features a distinctive new logo incorporating a bell graphic, as well as a new font and colour palette across advertising, literature, website and app.
The new brand identity reinforces AJ Bell’s ‘feel good investing’ campaign and will appear across the company’s advertising featuring Anita Ward’s Ring My Bell track. The new brand will also feature at the AJ Bell Great Run series, starting with the Great North Run taking place on 13 September.
The brand will be introduced across AJ Bell’s dual-channel platform and its investment business on a phased basis. From 5 September the new logo and brand identity will be integrated across AJ Bell’s D2C platform.
It will then be rolled out to the AJ Bell group website and the AJ Bell Investcentre platform in the advised market during 2027.
The AJ Bell brand name remains unchanged.
Stephen Vowles, AJ Bell chief marketing officer, said: “Our refreshed identity will help us introduce AJ Bell to an even wider audience.”
AJ Bell was established in 1995 as a small actuarial consultancy and has grown to become one of the largest investment platforms in the UK and a FTSE250 company.
In July it said total advised customers had risen 6% year-on-year to reach 191,000 by the end of June. Direct customer numbers rose by 30% year-on-year to 571,000 as at 30 June.
Assets under administration ended the quarter at £121.5bn, a 26% rise year-on-year and a rise of 12% over the quarter. Net inflows into the platform rose 43% year-on-year to £3bn over the quarter, with gross inflows rising 50% year-on-year to end the quarter at £6bn.
The Manchester-based firm will provide a year-end trading update on 22 October.