AJ Bell has launched a refreshed brand identity as it looks to strengthen its ‘feel good investing’ positioning and expand awareness across both retail and advised markets.
The updated branding features a new logo incorporating a bell graphic, alongside a refreshed colour palette and typography.
The new look will be introduced across AJ Bell’s direct-to-consumer platform from 5 September before being rolled out to its adviser-facing Investcentre platform and wider group website during 2027.
The rebrand will support AJ Bell’s ongoing marketing activity, including its advertising campaign featuring Anita Ward’s Ring My Bell and sponsorship of the AJ Bell Great Run series.
Stephen Vowles, chief marketing officer at AJ Bell, said: “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.”
“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.”
The AJ Bell name will remain unchanged as the company transitions to the new visual identity.