AJ Bell has revealed a new brand identity to be rolled out across the platform and AJ Bell Investments in a phased approach from September. The new brand identity will appear across AJ Bell’s ongoing advertising featuring Anita Ward’s Ring My Bell track, as well as being showcased across the AJ Bell Great Run series in 2026, starting with the Great North Run taking place on 13 September. From 5 September 2026 the new logo and brand identity will be integrated across AJ Bell’s D2C platform. It will then be rolled out to the AJ Bell group website and the AJ Bell Investcentre platform in the advised market during 2027. “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.”