Hargreaves Lansdown vs AJ Bell: what’s the difference?

Hargreaves Lansdown and AJ Bell are among the leading investment platforms in the UK. 

But how do they compare on fees, the selection of funds and service offerings? 

This guide examines the key differences between HL and AJ Bell to help you decide. 

What is the difference between Hargreaves Lansdown and AJ Bell?

Hargreaves Lansdown offers a broad range of investment options and guidance tools aimed at a range of investors, including those starting out and more experienced investors.

AJ Bell offers an execution-only dealing platform targeted primarily at confident DIY investors who know what they want. 

So Hargreaves Lansdown provides more support, while AJ Bell offers a more stripped-back service at a lower cost. 

In short: 

• Hargreaves Lansdown offers more guidance but higher fees.
• AJ Bell offers lower fees but has less guidance. 

Learn more: What are the best alternatives to Hargreaves Lansdown?

Hargreaves Lansdown vs AJ Bell: how do the fees compare?

Pricing is a key consideration when comparing investment platforms as fees can eat into your returns 

Here is how the fees stack up: 

Hargreaves Lansdown pricing

• 0.45% account fee (capped at £45 per year for stocks and shares and lifetime ISAs or £200 annually for a self-invested personal pension). This fee may be reduced for bigger funds.
• Dealing charge of £11.95 for funds, shares and exchange-traded funds (ETFs) - this may be reduced with more deals.
• No platform or account fees on funds.
• Average ongoing charge figure (OCF) of 0.81% on funds. 

AJ Bell pricing

• 0.25% account fee (maximum £3.50 per month for shares custody charge). The custody charge for funds may be reduced for bigger funds.
• £1.50 regular fund dealing fee.
• £5 share dealing fee.
• No platform or account fees on funds.

AJ Bell is cheaper overall for regular fund investors thanks to lower account and dealing fees. Hargreaves Lansdown's fund dealing costs can be much higher than AJ Bell and add up. 

Is Hargreaves Lansdown or AJ Bell better? 

Looking beyond the fees, other factors worth weighing up include: 

• Choice: Hargreaves Lansdown offers over 3,000 funds, shares, ETFs and investment trusts. AJ Bell has a smaller fund range (over 2,000) but also offers shares and trusts.
• Tools: Hargreaves Lansdown provides research, fund shortlists and calculator tools, while AJ Bell has minimal tools.
• Service: Hargreaves Lansdown offers advice, guidance and customer support. AJ Bell is purely an execution-only platform.
• Accounts: Both offer individual savings accounts (ISAs), SIPPs, general investment accounts (GIAs) and lifetime ISAs.
• Brand: Hargreaves Lansdown has a more established name, while AJ Bell has a growing reputation. Overall, there is no definitively superior platform, as each suits different types of investors. 

Which should you choose?

Consider the following when deciding if Hargreaves Lansdown or AJ Bell better meets your needs. 

If you’re prioritising: 

• Low fees: AJ Bell
• A wide fund range: Hargreaves Lansdown
• Investment guidance: Hargreaves Lansdown
• To do your own research and DIY investing: AJ Bell
• Reporting tools and calculators: Hargreaves Lansdown
• A simple trading platform: AJ Bell
• More guidance: Hargreaves Lansdown
• An execution only platform: AJ Bell 

While the above is useful to consider, doing your research and getting expert financial advice is also worth considering.

A financial adviser can help you create an investment portfolio and strategy based on your unique circumstances and future goals.

Can you have accounts with both Hargreaves Lansdown and AJ Bell?

Yes, you can open a Hargreaves Lansdown and an AJ Bell account. 

Here are some of the potential benefits of holding both: 

• You can get access to a wider range of investments, which is ideal for those looking for a diversified portfolio.
• You can use Hargreaves Lansdown for guidance and AJ Bell for lower fees.
• The ability to compare platforms and switch if needed.
• You can split tax-efficient allowances between multiple ISAs.

The only extra hassle is tracking multiple accounts and paying more in fees overall. 

However, using Hargreaves Lansdown alongside AJ Bell can provide a good combination of research and low costs. 

Which offers better support for long-term, passive investing?

Hargreaves Lansdown and AJ Bell accommodate a long-term passive investing strategy as the former has a large range of index funds and ETFs, while the latter has a smaller but decent index fund selection. 

For completely hands-off investors, Hargreaves Lansdown offers more guidance, fund shortlists and tools to support passively managing your portfolio. 

But AJ Bell costs less, which may appeal to DIY investors who want a low-cost platform to execute trades. 

So, Hargreaves Lansdown likely suits passive investors who value some guidance while AJ Bell fits those who prioritise low fees. 

How do their investment philosophies differ?

Hargreaves Lansdown’s philosophy includes: 

• Providing a wide selection of investment options.
• Offering tools and services to help investors with their investment strategy.
• Enabling investors to actively manage their portfolios, so they're in control.
• Providing market insights and fund research so investors can boost their knowledge before investing.
• Developing long term relationships with clients. 

AJ Bell’s philosophy includes: 

• Providing a simple low-cost investment platform.
• An execution-only service with no advice, although investors can get expert financial advice elsewhere to help with their investment strategy.
• Letting investors research and choose their investments, allowing them to have full control.
• Offering basic tools focused on ease of trading.
• Keeping investing simple and hassle-free. 

So, Hargreaves Lansdown aims to equip active investors with tools and guidance, while AJ Bell seeks to strip back investing to just the essentials at a low cost. 

Hargreaves Lansdown suits those who value more guidance, while AJ Bell will appeal to confident DIY investors who want low fees. 

Want help with your investment journey? 

Unbiased can quickly connect you with a qualified financial adviser who can help you craft the best investment portfolio for your unique circumstances and review your portfolio regularly. 

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