Hargreaves Lansdown vs AJ Bell: what’s the difference?
Hargreaves Lansdown and AJ Bell are popular investment platforms, but there are differences to consider.
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.
Hargreaves Lansdown offers a wider investment choice and guidance, while AJ Bell focuses on lower fees
Hargreaves Lansdown is more suited for beginners or investors who want detailed guidance or advice, while AJ Bell is ideal for more experienced DIY investors
Both investment platforms offer a wide range of investing options including long-term passive strategies
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 and no advice
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
Investments in shares, investment trusts, exchange-traded funds (ETFs), bonds and gilts in its stocks and shares individual savings account (ISA) and fund and shares accounts are charged in bands, depending on the value of the assets invested.
Hargreaves Lansdown fees changed on 1 March 2026.
Here is a quick summary of the new charges.
| Account type/ investment | Value | Annual charge | Trade charges |
|---|---|---|---|
| Fund account charges | £0 - £250,000 | 0.35% | |
| £250,000 - £1,000,000 | 0.25% | ||
| £1 million - £2 million | 0.10% | ||
| Over £2 million | No charge | ||
| Fund trade charges | - | - | £1.95 |
| Shares account charges | Any | 0.35% (capped at £150 per year) | |
| Shares trade charges | - | - | £6.95 (or £3.95 if more than 20 trader last month) |
AJ Bell pricing
Here’s a summary of the charges you’ll pay if you invest with AJ Bell.
| Account type/ investment | Value | Annual charge | Trade charges |
|---|---|---|---|
| Fund account charges | £0 - £250,000 | 0.25% | |
| £250,000 - £500,000 | 0.10% | ||
| £250,000 - £500,000 | 0.10% | ||
| Over £500,000 | No charge | ||
| Fund trade charges | - | - | £1.50 |
| Shares account charges | Any | 0.25% (capped at £3.50 per month) | |
| Shares trade charges | - | - | £5.00 (or £3.50 if more than 10 trades last month) |
AJ Bell is cheaper overall for regular fund investors, thanks to its lower account and dealing fees.
Hargreaves Lansdown's fund dealing costs can be higher than AJ Bell's 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, although it has stock-screeners, an app and useful ‘how to’ guides and videos.
Service: Hargreaves Lansdown offers advice, guidance and customer support. AJ Bell is purely an execution-only platform.
Accounts: Both offer 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 own research and getting expert financial advice is also important.
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 potentially 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?
Here’s a summary of how their investment philosophies differ.
| Hargreaves Lansdown | AJ Bell | |
|---|---|---|
| Overall | A long established brand, trusted by many investors | Well-known brand, slightly newer but still reputable |
| Costs | Higher cost than many platforms | Simple low cost charges |
| Investment options | Thousands of investing options | Wide investing choice, although slightly fewer niche funds |
| Tools and services | Tools and services, including option for advice | Basic tools and no advice available |
| Insights and fund research | Wide range of market insights | Wide range of market insights |
Want help with your investment journey?
Choosing the right platform is just one part of building a successful investment strategy.
A qualified financial adviser can help you navigate your options, tailor a portfolio to your specific goals and risk tolerance, and keep your investments on track over time.
Unbiased makes it easy to connect with a trusted, FCA regulated financial adviser who can offer expert guidance tailored to your personal circumstances.
Whether you're just getting started or looking to fine-tune your existing strategy, speaking to an adviser can give you the clarity and confidence you need to make smarter financial decisions.
Get matched today and take the next step towards growing your wealth with expert support.
)