AJ Bell
“Can AJ Bell scale its UK investment platform — spanning advised and D2C segments — by modernising its digital and payments infrastructure to become the easiest and most affordable investment platform in the UK?”
Founded in 1995, AJ Bell built its business as a UK investment platform serving both financial advisers (via AJ Bell Investcentre) and direct retail investors (via AJ Bell Youinvest/Dodl). The company went public on the LSE in 2018, reaching FTSE 250 status. It has since expanded into direct-to-consumer digital offerings with the AJ Bell Touch app, and migrated to Stripe for payments modernisation to support mobile-first experiences and automated reconciliation. AJ Bell remains a regulated, full-service investment platform rather than pivoting to pure embedded finance.