AJ Bell vs Freetrade: which is better in 2026?
Point-by-point comparison
| Category | AJ Bell | Freetrade | Winner |
|---|---|---|---|
| Tax wrapper | ISA / SIPP tax wrapper | ISA / SIPP tax wrapper | Draw |
| Fees | £5.00/trade (shares) | £0 commission | Freetrade |
| Regular investing | Free (since May 2026) | Free (ISA & SIPP since Jan 2026) | Draw |
| Platform | 9/10 | 7/10 | AJ Bell |
| Market coverage | 9/10 | 7/10 | AJ Bell |
| Customer support | 8/10 | 6/10 | AJ Bell |
The verdict
AJ Bell has a clear edge on platform, while Freetrade is stronger on fees. If platform matters most to you, AJ Bell is probably the right choice; if you prioritise fees instead, Freetrade is the better fit.
Why choose AJ Bell
- SIPP share cap of £120/year, among the cheapest full-service SIPPs for share/ETF investors
- Regular investing now completely free, removing the last major pricing gap
- Offers Lifetime ISA and Junior SIPP, account types many rivals lack
- Eight consecutive years of Which? Recommended Provider status
Why choose Freetrade
- ISA and SIPP both genuinely free on the Basic plan since January 2026
- Unlimited commission-free trades, no per-trade dealing charge
- Flexible ISA — withdraw and replace funds without losing your annual allowance
- Now part of IG Group, adding institutional backing since April 2025
Frequently asked questions
AJ Bell or Freetrade: which is cheaper?
Freetrade is generally cheaper: £0 commission, versus £5.00/trade (shares) for AJ Bell.
AJ Bell or Freetrade: which has the simpler tax treatment?
Tax treatment is comparable between the two: AJ Bell — ISA / SIPP tax wrapper; Freetrade — ISA / SIPP tax wrapper.
AJ Bell or Freetrade: which is better for beginners?
AJ Bell tends to be more beginner-friendly, thanks to a stronger platform and customer support. Freetrade remains a solid choice if you're already familiar with the markets.
Can I set up regular investing on AJ Bell and Freetrade?
On AJ Bell: Free (since May 2026). On Freetrade: Free (ISA & SIPP since Jan 2026).
AJ Bell or Freetrade: which is safer?
AJ Bell: AJ Bell is authorised and regulated by the Financial Conduct Authority (FCA). Client cash is protected by the Financial Services Compensation Scheme (FSCS) up to £85,000 per person, per authorised firm, and investments are held separately from AJ Bell's own assets. With a market capitalisation exceeding £1.5 billion and eight consecutive years of Which? Recommended status, AJ Bell is considered one of the more institutionally stable platforms in the UK market. Freetrade: Freetrade is authorised and regulated by the Financial Conduct Authority (FCA), and became part of IG Group — a much larger, established UK financial services group — in April 2025. Investments are covered by the Financial Services Compensation Scheme (FSCS) up to £85,000, while eligible cash deposits may be protected up to £120,000 through Freetrade's banking partner arrangements.
Information on fees and features is accurate at the time of publication but may change: always check current terms on the broker's official website before opening an account. This is not financial advice.