AJ Bell to launch easy to use, commission-free app

RNS Number : 7989T
29 November 2021

AJ Bell to make investing a Dodl with the launch of an easy to use, commission-free mobile app

· New, app-only investment platform called Dodl by AJ Bell to feature:

Annual charge of 0.15%

Buy/sell investments with no commission

Full range of tax wrappers

Range of UK equities and funds available, with overseas shares to follow

Designed for anyone looking for a low-cost, easy-to-use investment app

AJ Bell is to launch a new, app-only investment platform which aims to make investing more straightforward and accessible for retail investors. The new service will be called Dodl by AJ Bell and will compete with the lowest cost investment platforms in the market, with an annual charge of 0.15% and no commission for buying/selling investments.

What will Dodl by AJ Bell offer?

Dodl will be an easy to use, jargon free investment app to help people invest for their long-term goals.  It will offer an Individual Savings Account (ISA), Lifetime ISA, Pension and General Investment Account. Customers will be able to set up regular investments and consolidate existing ISAs and Pensions onto the platform.

People will be able to pay money in to accounts via Apple and Google pay, as well as debit card payments and direct debits. Investing needn't be scary, with Dodl's friendly monster characters on hand to guide people through the application process, as well as providing information to help people make their investment decisions.

Dodl will give investors access to a simplified investment range with options to cater for the vast majority of investment risk appetites.

For those that like to invest in the brands they love, Dodl will feature a range of popular shares in UK listed companies, with US companies being added soon after launch.  In addition, there will also be a range of 'themed investments' which include funds focusing on core areas such as technology, robotics, healthcare and responsible investing.

The fund range will also consist of the AJ Bell's low-cost multi-asset funds, which cater for six different risk levels along with AJ Bell's Responsible Growth fund, for people who want to invest with a responsible focus.

The Dodl by AJ Bell mobile app will be a new platform for investors that sits alongside AJ Bell's existing consumer platform AJ Bell Youinvest.   

What is Dodl's target market?

Dodl is for anyone looking for a low-cost, easy to use investment app.  The intuitive investment journey and streamlined investment range will appeal particularly to those that are new to investing and want a simple way to manage their investments.

How much will Dodl cost?

There will be a single, all-in annual charge of just 0.15% of portfolio value for each investment account (ie a pension) a Dodl customer has, with a £1 per month minimum per account.  There will be no commissions for buying or selling investments and no tax wrapper charges.  As an example, for £10,000 invested in an ISA the Dodl charge would be £15 a year.

Customers investing in funds will also pay the annual charge of the underlying fund as normal. 

When will Dodl be available?

AJ Bell is aiming to launch Dodl during the first half of 2022.  People can register their interest now at dodl.co.uk to be kept up to date with progress. Everyone who signs up to the waitlist will be entered into a prize draw for a chance of winning five lots of £1,000 and can gain an additional chance to win one of the five prizes for each friend they refer to the waitlist. T&Cs apply. 

Andy Bell, chief executive of AJ Bell, comments:

"Investing doesn't need to be scary. Dodl by AJ Bell is for anyone looking for a low-cost, easy-to-use investment app to help them meet their investment goals such as saving for a house deposit, holidays or retirement. The intuitive investment journey and streamlined investment range will appeal particularly to those that are new to investing and want a simple way to manage their investments.

"With a low annual charge of 0.15%, no trading commissions and all the main tax efficient products, Dodl will be amongst the cheapest and best value investment platforms in the market. Our friendly monsters will guide people through the investment process with no jargon and introduce them to an investment range that is easy to choose from and caters for the investment needs of the majority of people"

Dodl can be found on social media now at:

· Facebook: @DodlApp-

· Instagram: @dodlapp-

· TikTok: @dodlapp  

· Twitter: @DodlApp

· YouTube: Dodl App



Shaun Yates

Investor Relations Director

07522 235 898

[email protected]


Charlie Musson
Head of PR
07834 499 554
[email protected]

Jenny Owen
Senior PR Executive
07706 295 618
[email protected]

About AJ Bell:

Established in 1995, AJ Bell is one of the largest investment platforms in the UK with assets under administration of £72.8 billion and 382,000 customers (as at 30.09.2021).

We operate in both the advised and direct-to-consumer segments of the platform market and our flagship platform propositions are AJ Bell Investcentre (adviser) and AJ Bell Youinvest (direct-to-consumer).

We offer SIPPs, ISAs and General Investment / Dealing Accounts which provide access to a broad investment range including shares and other instruments traded on the major stock exchanges around the world, as well as all mainstream collective investments available in the UK and our own range of AJ Bell funds. We also offer a Cash savings hub which provides access to a range of competitive savings accounts to help people manage their cash savings.

We aim to make it easy for our customers to save and invest by providing them with online tools and information to help them build and manage their portfolios.

AJ Bell is headquartered in Manchester, UK.


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