The investment platform confirmed it will keep its brand name the same, but will be launching a new logo that will feature a bell as the front graphic with a new font and colour palette from September 5 on its direct to consumer website.

The new brand identity will appear across AJ Bell’s ongoing advertisement with Anita Ward for her track Ring My Bell and featured across its AJ Bell Great Run series in 2026, starting with the Great North Run taking place on September 13.

The firm will slowly roll out the new changes on its website and AJ Bell Investcentre platform during 2027.

AJ Bell chief marketing officer Stephen Vowles said: “AJ Bell’s commitment to low-cost, simple products and exceptional service has helped more people feel good about investing and supported our growth into one of the UK’s most successful retail investment brands.

“We are already trusted by more than 750,000 direct-to-consumer and advised customers, and our refreshed identity will help us introduce AJ Bell to an even wider audience across both markets.”