Updated September 28, 2026 · BrokerCue Editorial Team
AJ Bell vs Plum
Where AJ Bell and Plum differ
| Compare |  AJ Bell |  Plum |
|---|---|---|
| Minimum deposit | £25 | £2Lower |
| Stock trade fee | £5 | £0Lower |
| Account fee | £3.50 | £0Lower |
| Markets | Stocks, ETFs, Bonds, FundsCovers more | Stocks, ETFs, Funds |
| Regulators | Financial Conduct Authority (FCA) | Financial Conduct Authority |
| Platforms | Web platform, Mobile appCovers more | Mobile app |
| Account types | ISA, SIPP, Lisa, JisaCovers more | ISA, SIPP, Lisa |
| Currency conversion fee | 0.75% | Not confirmed |
| Deposit and withdrawal fees | Free withdrawals | Not confirmed |
Same on both: Investor protection (FSCS up to GBP 85,000).
We earn a commission when you sign up through links on this site. Partner status can affect where a brand appears in our rankings.
Key differences
- Plum scores higher overall: 8.9 vs 8.7.
- Regulators: only AJ Bell offers Financial Conduct Authority (FCA).
- Regulators: only Plum offers Financial Conduct Authority.
- Minimum deposit is lower at Plum: £2 vs £25.
- Stock trade fee is lower at Plum: £0 vs £5.
- Account fee is lower at Plum: £0 vs £3.50.
- Markets: only AJ Bell offers Bonds.
- Platforms: only AJ Bell offers Web platform.
- Account types: only AJ Bell offers Jisa.
- Support channels: only AJ Bell offers Chat.
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.
Plum
Plum is a UK app aimed at beginners who want to start small and pay nothing to hold or trade. Stocks, ETFs and funds sit behind fractional shares, the account fee is £0 and the minimum deposit is £2, so small amounts can be put to work in a SIPP, ISA or LISA.
Score breakdown
| Area | AJ Bell | Plum |
|---|---|---|
| Cost | 8.4A flat annual fee of £3.50 and £5 a dealing sit mid-table, while currency conversion costs 0.75%. | 9.3HigherStock dealing is £0, the account fee is £0 and management fees run 0.15% to 0.6% on portfolios. |
| Offer | 9.2Higher | 8.9 |
| Trust | 8.6Higher | 8.5 |
Feature by feature
| Markets | AJ Bell | Plum |
|---|---|---|
| Stocks | Yes | Yes |
| ETFs | Yes | Yes |
| Bonds | Yes | No |
| Funds | Yes | Yes |
| Account types | AJ Bell | Plum |
|---|---|---|
| ISA | Yes | Yes |
| SIPP | Yes | Yes |
| Lisa | Yes | Yes |
| Jisa | Yes | No |
Licences and countries
| Country | AJ Bell | Plum |
|---|---|---|
| United Kingdom | Not confirmed |
How they place
| Ranking | AJ Bell | Plum |
|---|---|---|
| Stock and ETF brokers | 185 of 490 | 160 of 490 |
| Investment platforms and apps | 40 of 85 | 33 of 85 |
| Stocks and shares ISA providers | 12 of 21 | 7 of 21 |
| SIPP providers | 11 of 22 | 6 of 22 |
| Lifetime ISA providers | 6 of 13 | 4 of 13 |
Every fact side by side
| Fact | AJ Bell | Plum |
|---|---|---|
| Features | Mobile app | Fractional shares, Mobile appCovers more |
| Pricing model | Low fees | Commission free |
| Audience | Not confirmed | Beginners |
| Legal entity | AJ Bell | Plum Fintech Limited |
| Headquarters | United Kingdom | United Kingdom |
| Founded | Not confirmed | 2016 |
| Support channels | Chat, Help centre | Email, Help centre |
Robo-advisors
| Fact | AJ Bell | Plum |
|---|---|---|
| Management fee | Not confirmed | 0.15% to 0.6% |
| Minimum investment | Not confirmed | £1 |
| Portfolio types | Not confirmed | ETF, Cash |
Where each stands against the rest
| Fact | AJ Bell | Plum | Median |
|---|---|---|---|
| Minimum deposit | £25at the median | £2below the median | £25 |
| Stock trade fee | £5highest quarter | £0at the median | £0 |
| Account fee | £3.50above the median | £0at the median | £0 |
| Currency conversion fee | 0.75%highest quarter | Not confirmed | 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.
Plum
Pros
- Stock trades cost £0 and the account fee is £0, so holding and dealing carry no charge.
- The account opens from £2 and the smallest investment is £1, which suits small regular amounts.
- Fractional shares on a Mobile app let a small sum hold part of a share rather than a whole one.
Cons
- Support runs on email and help centre only, so an urgent question waits for a written answer.
- The market list is stocks, etfs and funds and portfolio types run to etf and cash, so the account is narrow beside a full trading platform.
- The minimum deposit of £2 ranks 89 of 213, and CFI lists a minimum deposit 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.
Plum
Who it suits
- Beginners who want a SIPP, ISA or LISA going from a first deposit of £2.
- Investors who want to pick their own shares and are content with portfolio types of etf and cash.
- Readers who care most about the cost of a trade, since dealing is £0 and the account fee is £0.
Who should look elsewhere
- Anyone wanting a lower floor than the £2 minimum, since CFI lists a minimum deposit of $0.
- Readers comparing purely on dealing costs, since eToro also charges $0 for a stock trade.
- People who want to fund from a higher starting amount: Vantage lists a minimum deposit of $5.
Country by country
| Country | AJ Bell | Plum |
|---|---|---|
| United Kingdom | Yes | No |
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.
Plum
How much does it cost to use Plum?+
Stock trades cost £0 and the account fee is £0, so there is no dealing charge and no annual subscription to pay. The cost that can appear is the management fee of 0.15% to 0.6% on portfolios, which applies to the managed side rather than to every account. On the cost of holding and dealing, Plum sits at the cheap end of the field.
Is Plum regulated, and is my money protected?+
Plum is regulated by the Financial Conduct Authority, and the account is held with Plum Fintech Limited. The stated investor protection is FSCS up to GBP 85,000, which is the compensation available if the firm cannot pay a valid claim. That is the standard UK arrangement for a firm holding investments, and it is the part to check before depositing.