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Broker Comparison

AJ Bell vs SigFig

Compare AJ Bell and SigFig side by side: fees, regulation, platforms.

AJ Bell

AJ Bell

UK long-term investors and pension savers

AJ Bell is a UK investment platform founded in 1995, offering stocks, ETFs, funds, bonds, ISAs and SIPPs acro…

VS
SI

SigFig

Low-cost automated portfolio investors

SigFig is a US robo-advisor offering automated ETF portfolios, tax-loss harvesting, and free human advisor ac…

Head-to-head comparison

AJ Bell vs SigFig
Feature AJ Bell SigFig
Minimum deposit - -
Stock trading fee £5 per trade; £3.50 per trade for frequent dealers (10+ deals in previous month); £25 by telephone -
Regulators FCA SEC
Best for UK long-term investors and pension savers Low-cost automated portfolio investors
Markets & account
Stocks
-
ETFs
Bonds
Funds
Ready Made Portfolios
Investment Plans
-
Isa
-
Sipp
-
Savings Vaults
-
Fractional Shares
-

Pros & cons

AJ Bell

AJ Bell

Pros

  • FCA-regulated with FSCS protection up to £85,000
  • Share and ETF custody capped at £3.50/month in ISA and dealing accounts
  • SIPP platform fee capped at £10/month
  • Wide investment range: 4,000+ funds, 3,500+ ETFs, 16,000+ shares across 24 markets
  • No withdrawal or inactivity fees
  • Regular investing with no dealing charge from £25/month
  • Which? Recommended Provider for eight consecutive years (2019-2026)
  • ISA, SIPP, Lifetime ISA, Junior ISA and dealing accounts all on one platform

Cons

  • No demo or practice account
  • No fractional shares
  • No cryptocurrency trading
  • Fund platform fee is not capped, making it expensive for large fund portfolios
  • FX conversion fee up to 0.75% on international trades
  • Basic charting tools compared to dedicated trading platforms
  • No multi-currency account - all holdings converted to GBP
SI

SigFig

Pros

  • No advisory fee on first $10,000 managed
  • 0.25% annual fee is in line with leading robo-advisors
  • Free access to human investment advisors
  • Automatic rebalancing included
  • Tax-loss harvesting included
  • Low underlying ETF expense ratios (0.07%-0.15%)
  • No deposit, withdrawal, or rebalancing fees
  • Assets held at established custodians (Schwab, Fidelity) with SIPC protection

Cons

  • $2,000 minimum is higher than some competitors (Betterment has no minimum, Wealthfront starts at $500)
  • No cash management or savings account
  • No demo account to test the platform before investing
  • Fractional shares only available through dividend reinvestment, not initial purchases
  • Limited portfolio customization - model portfolios focused on ETFs and funds
  • No crypto investing
  • Company announced rebrand to Tandems in September 2025; long-term consumer product direction is uncertain
AJ Bell

AJ Bell

AJ Bell is a UK investment platform founded in 1995, offering stocks, ETFs, funds, bonds, ISAs and SIPPs across 24 international markets.

Visit AJ Bell Read review

Your capital is at risk. Other fees apply.

SI

SigFig

SigFig is a US robo-advisor offering automated ETF portfolios, tax-loss harvesting, and free human advisor access, with no fee on the first $10,000 managed.

Visit SigFig Read review

Your capital is at risk. Other fees apply.

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