AJ Bell vs Hargreaves Lansdown: Comparison

When it comes to investing in the UK, AJ Bell and Hargreaves Lansdown are two names that reliably rise to the top. Both are well-established, fully FCA-regulated, and cater to everyone from cautious beginners to confident stock pickers. But while they may look similar on the surface, the way they work and who they work best for differs quite a bit.

So, if you're wondering which platform deserves your money in 2025, let’s dig in. Fees, features, mobile apps, investment options, we’re breaking it all down with a clear side-by-side comparison to help you make a smarter move.

Main Features

Let’s start with a high-level overview to give you the lay of the land. Here’s how the two platforms stack up:

At a glance, AJ Bell comes off leaner and cheaper, while Hargreaves Lansdown loads up on support and research tools.

Pros and Cons

Are they safe?

Is AJ Bell safe? AJ Bell is a well-regarded and safe UK investment platform, authorised by the Financial Conduct Authority (FCA) and listed on the London Stock Exchange, which ensures a high level of transparency and oversight, AJ Bell operates in line with standard London Stock Exchange hours. Client assets are held separately from the company’s own funds, and investments are protected by the Financial Services Compensation Scheme (FSCS) up to £85,000. The platform also uses robust security measures, including encryption and account protections, making it a secure option for retail investors seeking a cost-effective way to manage their portfolios.

Is Hargreaves Lansdown safe? Hargreaves Lansdown is considered one of the safest investment platforms in the UK, regulated by the FCA and listed on the FTSE 100, reflecting its strong financial stability and reputation. Like AJ Bell, it offers FSCS protection up to £85,000 and keeps client money and assets in segregated accounts. The platform also features enhanced security protocols such as two-factor authentication and advanced fraud monitoring. Its long track record, large customer base, and extensive regulatory compliance make it a highly trusted choice for both new and experienced investors.

Fees and charges

Whether you're investing £1,000 or £100,000, fees can chip away at your returns faster than a market dip.

If you’re keeping things simple and cost-efficient, AJ Bell is built to save you cash. It charges a 0.25% platform fee, capped if you're holding shares, plus low trading fees, just £1.50 per fund trade and a sliding scale for shares starting from £1.50. 

Hargreaves Lansdown, meanwhile, leans into premium territory with a 0.45% platform charge on funds (dropping for bigger balances), and share dealing from £11.95 (with discounts for frequent traders). For shares, ETFs, or investment trusts, it’s £3.75/month or 0.45% on £10,000 holdings.

So, if you’re the type to DIY your portfolio and keep an eye on costs, AJ Bell’s probably more your speed. But if you want deeper insight and hand-holding, HL’s fees might feel justified.

User experience

Fees matter but so does what it’s like to actually use the platform. This is where the performance of the two really starts to split.

AJ Bell is a reliable hybrid: straightforward, fast, and built for efficiency. The website and app aren’t flashy, but they’re built to do the job without fuss. Clean, responsive, and straight to the point, it’s a great fit if you know what you’re after and just want to crack on with investing.

On the other hand, Hargreaves Lansdown is more like a fully-loaded platform. It’s packed with tools, insights, fund analysis, and detailed market data. The HL app is smooth, but the real benefit is the research section, perfect for anyone who likes to deep-dive into their decisions before pulling the trigger.

So, if you want no-nonsense investing, AJ Bell nails it. But if you’re a research buff or want ideas delivered to your dashboard, HL is built for you.

Investment Options

Both platforms offer a solid spread of investment options: from stocks and shares ISAs and SIPPs, to Lifetime ISAs, Junior accounts, and plain old GIAs. Whether you're saving for retirement, your first home, or just trying to grow your savings, both AJ Bell and HL have you covered.

The actual investment universe is similar: UK shares, international stocks, ETFs, investment trusts, bonds, and mutual funds. But there’s a difference in how they help you explore it.

Hargreaves Lansdown really shines when it comes to fund discovery. Its “Wealth Shortlist” gives you expert-picked fund ideas, while the platform's educational content helps you get up to speed fast. It’s made to build confidence.

AJ Bell, on the other hand, gives you a more streamlined fund finder and some model portfolios to get started but it doesn’t go overboard. It’s ideal if you already have a sense of where you’re headed and just need the vehicle.

👉 Read here: What is an ETF?

Who should choose AJ Bell?

If you:

• Prefer low fees that don’t eat your returns
• Want a platform that keeps things simple
• Feel confident choosing your own investments
• Are planning to build a portfolio over time rather than trading daily

Then AJ Bell is likely your best bet. It’s affordable, easy to use, and gets out of your way so you can focus on growing your money.

Who should choose Hargreaves Lansdown?

If you:

• Are a new investor looking for guidance
• Like having market research, investment ideas, and expert opinions close at hand
• Value UK-based support and fast responses
• Don’t mind paying a little more for peace of mind

Then Hargreaves Lansdown makes a strong case. It’s especially good for fund-focused investors and those who want to understand the "why" behind every portfolio move.

Final verdict

There’s no one-size-fits-all answer but there is a best fit depending on how you invest. If you want to keep fees low and call your own shots, then you may want to go with AJ Bell.

But if you’re after guidance, deeper research tools, and premium service, then Hargreaves Lansdown might be worth the extra pound.

Whichever way you go, you’ll be using one of the top investment platforms in the UK for 2025. Also, transfers are easier than ever if you change your mind later.

FAQs

Is AJ Bell cheaper than Hargreaves Lansdown?

Yes. For most investors, especially if you’re buying shares or ETFs, AJ Bell has the edge on fees.

Can I transfer an existing ISA or SIPP?

Definitely. Both platforms make it easy to transfer investments, and they sometimes offer incentives to switch.

Which is better for beginners?

Hargreaves Lansdown is more beginner-friendly thanks to its guides, portfolio ideas, and support team.

Are they both safe and regulated?

Yes, both AJ Bell and HL are authorised by the FCA and offer FSCS protection on eligible assets.

Which one is better for funds?

HL has more fund analysis and zero dealing fees, making it better for fund-focused investors. AJ Bell is cheaper for passive investing.