Updated September 29, 2026 · BrokerCue Editorial Team
AJ Bell vs Betterment
Where AJ Bell and Betterment differ
| Compare |  AJ Bell |  Betterment |
|---|---|---|
| Minimum deposit | £25 | $10 |
| Account fee | £3.50 | $0 |
| Markets | Stocks, ETFs, Bonds, FundsCovers more | Stocks, ETFs, Bonds |
| Regulators | Financial Conduct Authority (FCA) | U.S. Securities and Exchange Commission (SEC) registered investment adviser, Financial Industry Regulatory Authority (FINRA) Betterment Securities broker dealer member, SIPC |
| Investor protection | FSCS up to GBP 85,000 | SIPC up to USD 500,000 |
| Deposit and withdrawal fees | Free withdrawals | No fees |
| Account types | ISA, SIPP, Lisa, Jisa | IRA, Roth IRA |
| Stock trade fee | £5 | Not confirmed |
| Currency conversion fee | 0.75% | Not confirmed |
| Platforms | Web platform, Mobile app | Not confirmed |
| Interest on cash | Not confirmed | 3.5% |
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Key differences
- Betterment scores higher overall: 9.6 vs 8.7.
- Regulators: only AJ Bell offers Financial Conduct Authority (FCA).
- Regulators: only Betterment offers U.S. Securities and Exchange Commission (SEC) registered investment adviser, Financial Industry Regulatory Authority (FINRA) Betterment Securities broker dealer member, SIPC.
- Markets: only AJ Bell offers Funds.
- Account types: only AJ Bell offers ISA, SIPP, Lisa.
- Account types: only Betterment offers IRA, Roth IRA.
- Support channels: only Betterment offers Phone, Email.
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.
Betterment
Betterment suits US savers who want a robo-managed IRA with a flat, low management fee and SIPC cover. It charges a management fee of 0.25%, sits mid-table among robo-advisors on that fee, and offers only IRA and Roth IRA accounts, so UK and European readers may look elsewhere.
Score breakdown
| Area | AJ Bell | Betterment |
|---|---|---|
| Cost | 8.4A flat annual fee of £3.50 and £5 a dealing sit mid-table, while currency conversion costs 0.75%. | 9.3HigherManagement fee of 0.25% and no account fee, with a minimum investment of $10. |
| Offer | 9.2 | 9.7Higher |
| Trust | 8.6 | 9.7Higher |
Where these facts come from
AJ Bell
- ajbell.co.uk: 15 facts, checked September 26, 2026
Betterment
- betterment.com: 10 facts, checked September 26, 2026
- en.wikipedia.org: 1 fact, checked September 26, 2026
- sipc.org: 1 fact, checked September 26, 2026
How they place
| Ranking | AJ Bell | Betterment |
|---|---|---|
| Stock and ETF brokers | 193 of 471 | 42 of 471 |
| Investment platforms and apps | 41 of 86 | 7 of 86 |
Every fact side by side
| Fact | AJ Bell | Betterment |
|---|---|---|
| Features | Mobile app | Not confirmed |
| Pricing model | Low fees | Not confirmed |
| Legal entity | AJ Bell | MTG LLC |
| Headquarters | United Kingdom | United States |
| Founded | Not confirmed | 2008 |
| Support channels | Chat, Help centre | Phone, Email, Chat, Help centreCovers more |
Where each stands against the rest
| Fact | AJ Bell | Betterment | Median |
|---|---|---|---|
| Stock trade fee | £5highest quarter | Not confirmed | £0 |
| Currency conversion fee | 0.75%highest quarter | Not confirmed | 0.45% |
| Interest on cash | Not confirmed | 3.5%above the median | 3% |
Median across 43 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.
Betterment
Pros
- A management fee of 0.25% sits below the robo-advisor median of 0.35%
- An account fee of $0 and a deposit and withdrawal charge listed as No fees
- Covered by SIPC protection of SIPC up to USD 500,000
Cons
- Account types run only to ira and roth ira, so there is no taxable or ISA-style account for UK and European readers
- A management fee of 0.25% still ranks 18 of 49 brands, so cheaper robo-advisors exist
- Markets cover only stocks, etfs and bonds, with no forex, options or crypto trading
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.
Betterment
Who it suits
- US savers who want a robo-managed IRA or Roth IRA
- People starting small, with a minimum investment of $10
- Investors who want automated portfolios of etf, esg and cash
Who should look elsewhere
- UK and European readers, since account types cover only ira and roth ira
- Active traders wanting forex, options or crypto beyond the stocks, etfs and bonds it lists
- Anyone seeking a management fee of 0% as at eToro
Current offers
Betterment
Current offer
Bonus
Invest and earn up to $2,000: up to $2,000
Terms apply; new customers only; open any individual investing account and make a deposit
Source, checked September 26, 2026
Bonus
0.75% APY boost on Cash Reserve: 0.75% APY boost, 4.25% variable APY on balances up to $1M
New clients with a qualifying deposit; guaranteed through February 15; base variable APY 3.50% as of 9/21/2026; $10 min deposit for base APY
Source, checked September 26, 2026
Discount code
Discounted mortgage rate through Rate partnership: up to 0.75% off
Via partnership with Rate; terms apply
Source, checked September 26, 2026
Country by country
| Country | AJ Bell | Betterment |
|---|---|---|
| United Kingdom | Yes | No |
| United States | No | 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.
Betterment
How much does Betterment charge to manage my money?+
The annual management fee is 0.25%, taken as a percentage of the portfolio. That sits below the robo-advisor median of 0.35%, and Betterment ranks 18 of 49 brands on this measure. There is no separate account charge, listed as $0.
Is my money protected if Betterment fails?+
Stated protection is SIPC up to USD 500,000, and Betterment appears on the SIPC member register as SIPC member 51906. The cover applies to cash in the brokerage account if the broker-dealer fails, and the legal entity named is MTG LLC. Portfolio market values are not protected by the scheme.
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