Updated September 28, 2026 · BrokerCue Editorial Team
AJ Bell vs Wealthify
Where AJ Bell and Wealthify differ
| Compare |  AJ Bell |  Wealthify |
|---|---|---|
| Minimum deposit | £25Lower | £1,000 |
| Regulators | Financial Conduct Authority (FCA) | Financial Conduct Authority |
| Deposit and withdrawal fees | Free withdrawals | No fees for deposits, withdrawals or transfers |
| Platforms | Web platform, Mobile app | Web, iOS app, Android app |
| Account types | ISA, SIPP, Lisa, JisaCovers more | ISA, SIPP |
| Stock trade fee | £5 | Not confirmed |
| Account fee | £3.50 | Not confirmed |
| Currency conversion fee | 0.75% | Not confirmed |
Same on both: Markets (Stocks, ETFs, Bonds, Funds), Investor protection (FSCS up to GBP 85,000).
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Key differences
- Wealthify scores higher overall: 8.8 vs 8.7.
- Regulators: only AJ Bell offers Financial Conduct Authority (FCA).
- Regulators: only Wealthify offers Financial Conduct Authority.
- Minimum deposit is lower at AJ Bell: £25 vs £1,000.
- Platforms: only AJ Bell offers Web platform, Mobile app.
- Platforms: only Wealthify offers Web, iOS app, Android app.
- Account types: only AJ Bell offers Lisa, Jisa.
- Support channels: only Wealthify 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.
Wealthify
Wealthify suits UK beginners who want a managed portfolio rather than a dealing account, with a minimum investment of £1,000 to £5,000. The appeal is the managed approach and the ISA and SIPP choice; the drawback is a starting amount well above most rivals.
Score breakdown
| Area | AJ Bell | Wealthify |
|---|---|---|
| Cost | 8.4A flat annual fee of £3.50 and £5 a dealing sit mid-table, while currency conversion costs 0.75%. | 8.5HigherManagement fee of 0.6%, and a minimum investment running £1,000 to £5,000, both inside the robo-advisor field. |
| Offer | 9.2 | 9.4Higher |
| Trust | 8.6 | 8.7Higher |
Licences and countries
| Country | AJ Bell | Wealthify |
|---|---|---|
| United Kingdom | Not confirmed |
How they place
| Ranking | AJ Bell | Wealthify |
|---|---|---|
| Stock and ETF brokers | 185 of 490 | 182 of 490 |
| Investment platforms and apps | 40 of 85 | 39 of 85 |
| Stocks and shares ISA providers | 12 of 21 | 11 of 21 |
| SIPP providers | 11 of 22 | 10 of 22 |
| Junior ISA providers | 8 of 14 | 7 of 14 |
If neither fits
Capital.com has minimum deposit at £20, against £25 for AJ Bell and £1,000 for Wealthify.
Capital.com reviewWhere these facts come from
AJ Bell
- ajbell.co.uk: 15 facts, checked September 26, 2026
Wealthify
- wealthify.com: 12 facts, checked September 26, 2026
Every fact side by side
| Fact | AJ Bell | Wealthify |
|---|---|---|
| Features | Mobile app | Mobile app |
| Pricing model | Low fees | Low fees |
| Audience | Not confirmed | Beginners |
| Legal entity | AJ Bell | Wealthify Limited |
| Headquarters | United Kingdom | United Kingdom |
| Founded | Not confirmed | 2016 |
| Support channels | Chat, Help centre | Email, Chat, Phone, Help centreCovers more |
Where each stands against the rest
| Fact | AJ Bell | Wealthify | Median |
|---|---|---|---|
| Minimum deposit | £25at the median | £1,000highest quarter | £25 |
| Stock trade fee | £5highest quarter | Not confirmed | £0 |
| Account fee | £3.50above the median | Not confirmed | £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.
Wealthify
Pros
- A management fee of 0.6% sits below the 0.5% to 1.5% charged on Vivid Standard business plans.
- The whole account is reachable through Web, iOS app and Android app, so a phone and a browser cover it end to end.
- Support runs on email, chat and phone, putting phone and chat help alongside email.
Cons
- The minimum investment of £1,000 to £5,000 is well above the $100 entry point at Axos Invest, and Wealthify ranks 68 of 82 brands on this measure.
- The management fee of 0.6% is not the lowest available, since eToro charges a management fee of 0%.
- The account line-up covers isa and sipp only, with no joint, corporate or general investment account in the range.
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.
Wealthify
Who it suits
- Beginners who want a portfolio chosen for them and an app in their hand, with Web, iOS app and Android app and an audience of beginners.
- Savers building an ISA or SIPP through isa and sipp who can clear a £1,000 to £5,000 minimum and prefer one recurring charge.
- Readers who value being able to ask a question, with email, chat and phone available across phone, chat and email.
Who should look elsewhere
- Anyone starting below £1,000 to £5,000: Axos Invest takes a managed portfolio minimum of $100, quoted in US dollars.
- Readers whose first question is the smallest ongoing charge: eToro's management fee is 0%.
- Traders who want to place their own orders: Wealthify runs the low fees managed model around portfolios in esg and cash rather than self-directed dealing.
Country by country
| Country | AJ Bell | Wealthify |
|---|---|---|
| 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.
Wealthify
What does Wealthify charge?+
Wealthify charges a single management fee of 0.6% on the portfolio it manages, and the same fee applies to both account types in the range. Deposits, withdrawals and transfers are not charged either, so the recurring percentage is the number to hold on to when you compare. There is no order ticket to price on this account.
How much do I need to start with Wealthify?+
The minimum investment runs £1,000 to £5,000, and the minimum deposit is £1,000. That is a high starting point for a robo-advisor: Axos Invest quotes a managed portfolio minimum of $100 in US dollars, and the median minimum across the brands compared is €25. Anyone starting below Wealthify's threshold needs a different provider.