AJ Bell's Groundbreaking Campaign to Empower Financial Advisers
AJ Bell has officially launched its innovative 'Feel good, advising' campaign aimed at enhancing the experience of financial advisers while they assist clients in managing and growing their wealth. This initiative builds upon the company's success with its previous 'Feel good, investing' campaign directed at consumers.
Enhancing Adviser Support
The 'Feel good, advising' campaign is designed to instill confidence among advisers who use AJ Bell's Investcentre platform. By offering seamless processes and increased support, the campaign promises to elevate the client experience and streamline operations for advisers.
New Initiatives for an Evolving Environment
As part of this new campaign, AJ Bell is expanding its calendar of adviser and paraplanner events and introducing the 'Great Wrapper Reset' initiative. This initiative aims to provide practical support in navigating the complexities of financial planning, indicating a robust commitment to adviser education and resource allocation.
Significant Upgrades and Investments
AJ Bell has made notable improvements to its platform over the past year, including the introduction of a PCLS tracker tool that effectively minimizes the volume of calls and emails related to tax-free cash payments. Additionally, new products such as an onshore bond wrapper and a diverse range of trusts have been launched to provide more options for tax planning.
Record Growth and Future Prospects
With a marked increase in investment in brand and marketing efforts, AJ Bell achieved record growth in the year ending September 2025, surpassing assets under administration of £100 billion and seeing significant gross inflows to its advised platform. Looking ahead to 2026, the company has an exciting pipeline of activities that will further bolster the 'Feel good, advising' message among advisers.
According to Jeremy Mugridge, AJ Bell's advised marketing director, the focus is clearly on supporting advisers to succeed in delivering positive client outcomes while enhancing the efficiency and profitability of their businesses. "With our commitment to customer service, low costs, and ease of use, we are determined to help advisers feel great about their role," he stated.
This proactive approach from AJ Bell not only showcases their dedication to improving the adviser experience but also sets a benchmark for other firms in the financial sector. As the campaign rolls out, advisers can look forward to a wave of initiatives that genuinely enhance their capabilities in an ever-evolving financial landscape.
