Updated September 28, 2026 · BrokerCue Editorial Team
AJ Bell vs Moneyfarm
What sets them apart
| Compare |  AJ Bell |  Moneyfarm |
|---|---|---|
| Stock trade fee | £5 | £3.95Lower |
| Regulators | Financial Conduct Authority (FCA) | Financial Conduct Authority |
| Currency conversion fee | 0.75% | 0.7%Lower |
| Deposit and withdrawal fees | Free withdrawals | Free deposits and withdrawals |
| Account types | ISA, SIPP, Lisa, JisaCovers more | ISA, SIPP |
| Minimum deposit | £25 | Not confirmed |
| Account fee | £3.50 | Not confirmed |
| Platforms | Web platform, Mobile app | Not confirmed |
Same on both: Markets (Stocks, ETFs, Bonds, Funds), Investor protection (FSCS up to GBP 85,000).
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Key differences
- Moneyfarm scores higher overall: 9.1 vs 8.7.
- Regulators: only AJ Bell offers Financial Conduct Authority (FCA).
- Regulators: only Moneyfarm offers Financial Conduct Authority.
- Stock trade fee is lower at Moneyfarm: £3.95 vs £5.
- Currency conversion fee is lower at Moneyfarm: 0.7% vs 0.75%.
- Account types: only AJ Bell offers Lisa, Jisa.
- Support channels: only Moneyfarm offers Email, 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.
Moneyfarm
Moneyfarm suits UK savers who want an ISA or SIPP built and run for them, and who are content paying a percentage fee rather than trading directly. The management fee of 0.1% to 0.45% is the figure to weigh, and it sits above the median for robo-advisors.
Score breakdown
| Area | AJ Bell | Moneyfarm |
|---|---|---|
| Cost | 8.4A flat annual fee of £3.50 and £5 a dealing sit mid-table, while currency conversion costs 0.75%. | 9.1HigherThe management fee of 0.1% to 0.45% runs above the robo-advisor median, and a stock trade fee of £3.95 adds on top. |
| Offer | 9.2 | 9.7Higher |
| Trust | 8.6 | 8.7Higher |
What each covers
| Markets | AJ Bell | Moneyfarm |
|---|---|---|
| Stocks | Yes | Yes |
| ETFs | Yes | Yes |
| Bonds | Yes | Yes |
| Funds | Yes | Yes |
| Account types | AJ Bell | Moneyfarm |
|---|---|---|
| ISA | Yes | Yes |
| SIPP | Yes | Yes |
| Lisa | Yes | No |
| Jisa | Yes | No |
A third option
IG has stock trade fee at £0, against £5 for AJ Bell and £3.95 for Moneyfarm.
IG reviewWhere these facts come from
AJ Bell
- ajbell.co.uk: 15 facts, checked September 26, 2026
Moneyfarm
- moneyfarm.com: 10 facts, checked September 26, 2026
How they place
| Ranking | AJ Bell | Moneyfarm |
|---|---|---|
| Stock and ETF brokers | 185 of 490 | 110 of 490 |
| Investment platforms and apps | 40 of 85 | 24 of 85 |
| Stocks and shares ISA providers | 12 of 21 | 4 of 21 |
| SIPP providers | 11 of 22 | 4 of 22 |
| Junior ISA providers | 8 of 14 | 3 of 14 |
Every fact side by side
| Fact | AJ Bell | Moneyfarm |
|---|---|---|
| Features | Mobile app | Not confirmed |
| Pricing model | Low fees | Not confirmed |
| Legal entity | AJ Bell | MFM Investment Ltd |
| Headquarters | United Kingdom | United Kingdom |
| Support channels | Chat, Help centre | Email, Phone, Help centre, ChatCovers more |
Where each stands against the rest
| Fact | AJ Bell | Moneyfarm | Median |
|---|---|---|---|
| Minimum deposit | £25at the median | Not confirmed | £25 |
| Stock trade fee | £5highest quarter | £3.95highest quarter | £0 |
| Account fee | £3.50above the median | Not confirmed | £0 |
| Currency conversion fee | 0.75%highest quarter | 0.7%above the median | 0.4% |
Median across 25 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.
Moneyfarm
Pros
- Regulated in the UK by the Financial Conduct Authority, with licence 629539 to check on the register.
- Deposits and withdrawals carry no charge, so money can move in and out without a transaction fee eating the saving.
- Portfolio styles run to etf, esg and cash, letting a saver tilt towards ESG, cash or crypto alongside a diversified core.
Cons
- The management fee of 0.1% to 0.45% sits above the robo-advisor median of 0.35%.
- The £500 entry point is well above the robo-advisor median of €60.06, and above Axos Invest at $100.
- Costs stack up: a stock trade fee of £3.95 applies alongside the management fee, while eToro lists a management fee of 0%.
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.
Moneyfarm
Who it suits
- UK savers who want an ISA or SIPP run for them and would rather pay a percentage than place their own trades.
- People who want help by phone, chat and email as well as online, since support runs on email, phone and help centre.
- Investors who want their portfolio style to include ESG, cash or crypto, since the options run to etf, esg and cash.
Who should look elsewhere
- Small opening payments: Axos Invest starts at $100, a lighter entry than £500.
- Anyone who prefers running their own trades: eToro lists a management fee of 0%, so the cost sits elsewhere.
- Savers shopping fee bands: Vivid Standard charges 0.5% to 1.5%, higher than the band here.
Country by country
| Country | AJ Bell | Moneyfarm |
|---|---|---|
| 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.
Moneyfarm
What does Moneyfarm charge to run my money?+
The ongoing cost is a management fee of 0.1% to 0.45% on the value of the portfolio, taken as a percentage of what you hold rather than as a price per trade. Accounts open at £500, so the fee applies to whatever sits above that floor.
Is there a fee for buying or selling?+
A stock trade fee of £3.95 is listed for anyone who places a trade, and it sits alongside the management fee. Because the portfolio is run for you, the management fee is the line that does most of the work in practice.