Guiding principles

At AJ Bell our purpose is to help people invest, and we do this by following a set of guiding principles that define the company. These principles inform everything we do, creating a culture in which we strive to think like our customers, make investing easier and lead our markets.



We think like our customers and continually strive to make investing easier. Our prices are highly competitive. Our service is first-class and our propositions match our customers' needs.

Straightforward

We make investing easy and accessible

What this says about us...

We are down-to-earth, speak plain English and simplify the complex.

How this helps our customers...

Our customers understand that we are practical people, offering an effective and highly functional service, with no unnecessary complications or additions. We try to avoid jargon and we keep it simple.

Intelligent

We know our stuff

What this says about us...

We are experienced, knowledgeable and aware.

How this helps our customers...

Our customers can be confident that the products and services we offer are among the best available and that we can answer their questions accurately and with authority.

Personal

We are human. Not robots

What this says about us...

We treat our customers as people and put them at the heart of our business. We talk, listen and take notice, respect other people and each other.

How this helps our customers...

Our customers appreciate that we respect and understand them as individual human beings, that we are pleased to talk to them, listen to what they have to say and respond to them quickly and efficiently.

Principled

We do the right thing

What this says about us...

We don’t sell, we help. We are open and honest. We care about and speak up for our customers.

How this helps our customers...

Our customers know that they can rely on us to help them and keep them informed, without constantly selling to them. They know, too, that we will always behave ethically and be vocal in defending their interests.

Focused

We give customers what they need. Not what they don’t

What this says about us...

We are specialists and good at what we do. We offer excellent service and value. We pay attention to detail and aim to get things right, first time.

How this helps our customers...

Our customers recognise that we give them the tools they need, that the level of service we offer is tough to beat and that we are very competitive on price. We offer exceptional expertise together with outstanding value.

Energetic

We never stand still

What this says about us...

We have a can-do attitude. We turn ideas into reality. We are restless, enthusiastic and always looking for ways of doing things better.

How this helps our customers...

Our customers realise that we are successful and ambitious. We aim to create a brighter future for our business by providing the products and services that will help them invest in a brighter future for themselves.