Hargreaves Lansdown vs AJ Bell: which is better in 2026?
Point-by-point comparison
| Category | Hargreaves Lansdown | AJ Bell | Winner |
|---|---|---|---|
| Tax wrapper | ISA / SIPP tax wrapper | ISA / SIPP tax wrapper | Draw |
| Fees | £6.95/trade (£3.95 frequent) | £5.00/trade (shares) | AJ Bell |
| Regular investing | Free via direct debit | Free (since May 2026) | AJ Bell |
| Platform | 8/10 | 9/10 | AJ Bell |
| Market coverage | 9/10 | 9/10 | Draw |
| Customer support | 9/10 | 8/10 | Hargreaves Lansdown |
The verdict
Hargreaves Lansdown has a clear edge on customer support, while AJ Bell is stronger on fees. If customer support matters most to you, Hargreaves Lansdown is probably the right choice; if you prioritise fees instead, AJ Bell is the better fit.
Why choose Hargreaves Lansdown
- Widest range of account types among major UK platforms, including Junior SIPP and Lifetime ISA
- Share/ETF platform fee capped at £150/year (SIPP) or £45/year (ISA), competitive for larger portfolios
- Free regular investing via direct debit
- Access to personal financial advice and an FX service
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
Frequently asked questions
Hargreaves Lansdown or AJ Bell: which is cheaper?
AJ Bell is generally cheaper: £5.00/trade (shares), versus £6.95/trade (£3.95 frequent) for Hargreaves Lansdown.
Hargreaves Lansdown or AJ Bell: which has the simpler tax treatment?
Tax treatment is comparable between the two: Hargreaves Lansdown — ISA / SIPP tax wrapper; AJ Bell — ISA / SIPP tax wrapper.
Hargreaves Lansdown or AJ Bell: which is better for beginners?
Both suit beginners, with different approaches: Hargreaves Lansdown — Widest UK account range, fee cuts from March 2026, and access to personal financial advice. AJ Bell — SIPP share cap of just £120/year, free regular investing, and a Lifetime ISA and Junior SIPP on offer.
Can I set up regular investing on Hargreaves Lansdown and AJ Bell?
On Hargreaves Lansdown: Free via direct debit. On AJ Bell: Free (since May 2026).
Hargreaves Lansdown or AJ Bell: which is safer?
Hargreaves Lansdown: Hargreaves Lansdown 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 HL's own assets, meaning they remain yours even if the firm were to fail. 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.
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.