Updated October 13, 2026 · BrokerCue Editorial Team
AJ Bell vs Bestinvest
Facts checked September 26, 2026.
What sets them apart
| Compare |  AJ Bell |  Bestinvest |
|---|---|---|
| Stock trade fee | £5 | £4.95Lower |
| Markets | Stocks, ETFs, Bonds, FundsCovers more | Stocks, ETFs, Funds |
| Currency conversion fee | 0.75%Lower | 0.95% |
| Platforms | Web platform, Mobile appCovers more | Mobile app |
| Account types | ISA, SIPP, Lisa, JisaCovers more | ISA, SIPP, Jisa |
| Minimum deposit | £25 | Not confirmed |
| Account fee | £3.50 | Not confirmed |
| Regulators | Financial Conduct Authority (FCA) | Not confirmed |
| Investor protection | FSCS up to GBP 85,000 | Not confirmed |
| Deposit and withdrawal fees | Free withdrawals | Not confirmed |
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Key differences
- Stock trade fee is lower at Bestinvest: £4.95 vs £5.
- Currency conversion fee is lower at AJ Bell: 0.75% vs 0.95%.
- Markets: only AJ Bell offers Bonds.
- Platforms: only AJ Bell offers Web platform.
- Account types: only AJ Bell offers Lisa.
- Support channels: only AJ Bell offers Chat.
- Support channels: only Bestinvest offers Phone.
Our verdict on each
AJ Bell
AJ Bell pairs a flat £3.50 with FCA regulation and FSCS up to GBP 85,000 of cover, so it suits UK savers who want four wrapper types. Deals in shares cost £5 and currency conversion adds 0.75%, which leaves it short of the cheapest names on our data.
Bestinvest
Bestinvest is an online investment platform known for pairing wide investment choice with expert coaching and planning tools. It suits newcomers and steady investors who want ISAs, pensions and junior accounts with clear guidance while they shape long term goals.
Score breakdown
| Area | AJ Bell | Bestinvest |
|---|---|---|
| Cost | 8.4HigherA flat annual fee of £3.50 and £5 a dealing sit mid-table, while currency conversion costs 0.75%. | 8.2 |
| Offer | 9.2Higher | 8.9 |
| Trust | 8.6 | 9.7Higher |
Where each is licensed and available
| Country | AJ Bell | Bestinvest |
|---|---|---|
| United Kingdom | Not confirmed |
Available in 1 country for both.
Pick AJ Bell if, pick Bestinvest if
Pick AJ Bell if offer, markets, currency conversion fee, and platforms matter most.
Pick Bestinvest if stock trade fee matter most.
How they place
| Ranking | AJ Bell | Bestinvest |
|---|---|---|
| Stock and ETF brokers | 193 of 491 | 254 of 491 |
| Investment platforms and apps | 41 of 86 | 53 of 86 |
| Stocks and shares ISA providers | 12 of 21 | 15 of 21 |
| SIPP providers | 11 of 22 | 14 of 22 |
| Junior ISA providers | 8 of 14 | 11 of 14 |
Every fact side by side
| Fact | AJ Bell | Bestinvest |
|---|---|---|
| Features | Mobile app | Mobile app |
| Pricing model | Low fees | Low fees |
| Audience | Not confirmed | Beginners |
| Legal entity | AJ Bell | Evelyn Partners Investment Management Services Limited |
| Headquarters | United Kingdom | United Kingdom |
| Founded | Not confirmed | 1986 |
| Support channels | Chat, Help centre | Phone, Help centre |
Robo-advisors
| Fact | AJ Bell | Bestinvest |
|---|---|---|
| Management fee | Not confirmed | 0% to 0.4% |
| Minimum investment | Not confirmed | £50 |
| Portfolio types | Not confirmed | ETF, ESG, Cash |
Where each stands against the rest
| Fact | AJ Bell | Bestinvest | Median |
|---|---|---|---|
| Minimum deposit | £25above the median | Not confirmed | £20 |
| Stock trade fee | £5highest quarter | £4.95highest quarter | £0 |
| Account fee | £3.50above the median | Not confirmed | £0 |
| Currency conversion fee | 0.75%highest quarter | 0.95%highest quarter | 0.45% |
Median across 34 listed brokers.
Pros and cons
AJ Bell
Pros
- Four account types in one place: isa, sipp and lisa.
- Regulated by the Financial Conduct Authority (FCA), with FSCS up to GBP 85,000 of cover on eligible money.
- A flat £3.50 annual charge against a market median of €0.
Cons
- Dealing shares costs £5, where eToro charges $0.
- The account fee places AJ Bell 111 of 138 brands on our data.
- Support runs on chat and help centre only, with no phone line listed.
Bestinvest
Pros
- Operates with over 40 years of experience dating back to 1986.
- Offers expert coaching and smart planning tools alongside investment choice.
- Covers more than 3,000 shares and funds plus ETFs and investment trusts.
Cons
- Management of investments happens online and through the mobile app.
- Ready-made Portfolios are built and managed by the parent company teams.
Who each suits
AJ Bell
Who it suits
- You want an FCA-regulated broker with FSCS up to GBP 85,000 behind the account and do not need the lowest dealing cost.
- Your saving changes shape over time and you want ISA, SIPP, LISA and Junior ISA under one roof, since isa, sipp and lisa all sit here.
- You are a regular UK investor who prefers a flat £3.50 to a percentage-based platform charge.
Who should look elsewhere
- You trade very often, because eToro charges $0 on stock deals against £5 here.
- You are starting with almost nothing, since Vantage takes $5 and CFI takes $0 against the £25 asked for here.
- You want phone support, as AJ Bell lists chat and help centre and nothing wider.
Bestinvest
Who it suits
- New investors wanting coaching with investment choice
- Parents arranging junior ISAs and pensions for children
- Planners using ISAs and SIPPs for long term goals
Who should look elsewhere
- Traders seeking face to face branch service
- Investors wanting fully independent portfolio management
Country by country
| Country | AJ Bell | Bestinvest |
|---|---|---|
| United Kingdom | Yes | Yes |
Questions about each
AJ Bell
What does AJ Bell charge to hold an account?+
The account fee is a flat £3.50 a year. That sits above the market median of €0 and well below the €219.24 at the expensive end of our data, so it is a mid-range holding cost rather than a free account.
How much does it cost to buy shares?+
A dealing in shares costs £5. The market median is €0 and the highest figure on our data is €17.54, so frequent dealing adds up quickly and investors who trade rarely feel it least.
Bestinvest
Which accounts does Bestinvest provide?+
Bestinvest provides ISAs, Self-invested Personal Pensions, a general investment account without annual limits, and junior versions for children. You can hold Ready-made Portfolios inside these accounts or select your own investments. The range supports goals from daily investing to retirement and childhood saving.
Who runs Bestinvest and its Ready-made Portfolios?+
Bestinvest has helped investors make the most of their money since 1986, building over 40 years of experience. Its Ready-made Portfolios are built and managed by expert teams at its parent company Evelyn Partners. That relationship gives hands off investors professional portfolio management within the platform.