--- title: "AJ Bell: search popularity in the United Kingdom" description: "AJ Bell is an investment platform for shares, funds, ISAs and pensions. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/uk/brands/aj-bell" publisher: "Brandwave" --- # AJ Bell: search popularity in the United Kingdom AJ Bell is an investment platform for shares, funds, ISAs and pensions. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: AJ Bell - **Market**: United Kingdom - **Measured month**: Sep 2026 - **Share of Search among share dealing platforms**: 16.3% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Share dealing platforms | 2 | 16.3% | 165K | | Pension providers | 5 | 0.5% | 3.4K | - [Share dealing platforms in the UK](/demand/uk/categories/uk-share-dealing-platforms) - [Pension providers in the UK](/demand/uk/categories/uk-pension-providers) ## Top share dealing platforms in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, AJ Bell was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. AJ Bell is the fourth most recommended of the seven. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Trading 212 | 1st | 3 of 3 | 0 of 2 | 3 of 5 | | Vanguard | 2nd | 2 of 3 | 0 of 2 | 2 of 5 | | InvestEngine | 3rd | 3 of 3 | 0 of 2 | 3 of 5 | | AJ Bell | 4th | 3 of 3 | 0 of 2 | 3 of 5 | | Hargreaves Lansdown | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | eToro | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Freetrade | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about share dealing platforms - Asked ChatGPT "Which share dealing platform should I use in the UK?": 1. Trading 212, 2. AJ Bell, 3. InvestEngine - Asked ChatGPT "What are the best investment platforms in the UK?": 1. Trading 212, 2. Vanguard, 3. InvestEngine, 4. AJ Bell - Asked ChatGPT "What's the best stocks and shares ISA platform in the UK for beginners?": 1. Trading 212, 2. Vanguard, 3. InvestEngine, 4. AJ Bell - Searched Google, AI Overview "stocks and shares isa": named none of the brands we track - Searched Google, AI Overview "share dealing": named none of the brands we track Not named in any answer: Hargreaves Lansdown, eToro and Freetrade. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 22, 2026. ## How has branded search demand for AJ Bell changed in the United Kingdom over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for AJ Bell in the United Kingdom held steady, from 169K to 168K. - Across the 12 months ending September 2026, AJ Bell’s share of searches among share dealing platforms in the United Kingdom increased from 12.2% to 16.3%. - Across the 12 months ending September 2026, AJ Bell rose from 3rd to 2nd among share dealing platforms in the United Kingdom. - Across the 12 months ending September 2026, AJ Bell’s share of searches among pension providers in the United Kingdom held steady, from 0.51% to 0.5%. ## How did search popularity change for United Kingdom share dealing platforms in September 2026? - In September 2026, AJ Bell overtook Trading 212 to rank 2nd among share dealing platforms in the United Kingdom, with 16.3% of the searches. - In September 2026, Hargreaves Lansdown lost share of searches among share dealing platforms in the United Kingdom, from 56% to 54.5%. - In September 2026, Vanguard lost share of searches among share dealing platforms in the United Kingdom, from 3.7% to 3%. - Estimated monthly branded searches for eToro in the United Kingdom fell 45.2% over 12 measured months, from 135K to 74K in September 2026. - Estimated monthly branded searches for Trading 212 in the United Kingdom fell 45.2% over 12 measured months, from 301K to 165K in September 2026. - Estimated monthly branded searches for Freetrade in the United Kingdom fell 18.2% over 12 measured months, from 18.1K to 14.8K in September 2026. ## How did search popularity change for United Kingdom pension providers in September 2026? - Estimated monthly branded searches for Vanguard in the United Kingdom fell 27.5% over 12 measured months, from 8K to 5.8K in September 2026. - Estimated monthly branded searches for AJ Bell in the United Kingdom fell 19% over 12 measured months, from 4.2K to 3.4K in September 2026. - Estimated monthly branded searches for Nest in the United Kingdom fell 18.2% over 12 measured months, from 736K to 602K in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Share dealing platforms | 165K | 12.2% | 3 | | Nov 2025 | Share dealing platforms | 135K | 13% | 3 | | Dec 2025 | Share dealing platforms | 135K | 13.2% | 3 | | Jan 2026 | Share dealing platforms | 165K | 12.8% | 3 | | Feb 2026 | Share dealing platforms | 165K | 15.2% | 3 | | Mar 2026 | Share dealing platforms | 165K | 13.1% | 3 | | Apr 2026 | Share dealing platforms | 165K | 13.4% | 3 | | May 2026 | Share dealing platforms | 165K | 15.5% | 3 | | Jun 2026 | Share dealing platforms | 165K | 15.4% | 3 | | Jul 2026 | Share dealing platforms | 135K | 15.4% | 3 | | Aug 2026 | Share dealing platforms | 135K | 13.7% | 3 | | Sep 2026 | Share dealing platforms | 165K | 16.3% | 2 | | Oct 2025 | Pension providers | 4.2K | 0.51% | 5 | | Nov 2025 | Pension providers | 3.4K | 0.42% | 5 | | Dec 2025 | Pension providers | 3.3K | 0.49% | 5 | | Jan 2026 | Pension providers | 4.9K | 0.49% | 5 | | Feb 2026 | Pension providers | 4.9K | 0.59% | 5 | | Mar 2026 | Pension providers | 6K | 0.72% | 5 | | Apr 2026 | Pension providers | 4.2K | 0.61% | 5 | | May 2026 | Pension providers | 4.2K | 0.51% | 5 | | Jun 2026 | Pension providers | 3.4K | 0.49% | 6 | | Jul 2026 | Pension providers | 3.4K | 0.5% | 5 | | Aug 2026 | Pension providers | 3.9K | 0.57% | 5 | | Sep 2026 | Pension providers | 3.4K | 0.5% | 5 | ## How are AJ Bell’s branded searches counted? Brandwave collects information about searches that people make online using AJ Bell’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading. - “aj bell” - “aj bell pension” - “aj bell sipp” ## Which share dealing platforms compete with AJ Bell? - [Hargreaves Lansdown](/demand/uk/brands/hargreaves-lansdown): Head-to-head: /demand/uk/compare/aj-bell-vs-hargreaves-lansdown - [Trading 212](/demand/uk/brands/trading-212): Head-to-head: /demand/uk/compare/aj-bell-vs-trading-212 - [eToro](/demand/uk/brands/etoro): Head-to-head: /demand/uk/compare/aj-bell-vs-etoro - [Vanguard](/demand/uk/brands/vanguard): Head-to-head: /demand/uk/compare/aj-bell-vs-vanguard - [Freetrade](/demand/uk/brands/freetrade): Head-to-head: /demand/uk/compare/aj-bell-vs-freetrade - [InvestEngine](/demand/uk/brands/investengine) ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "AJ Bell: search popularity in the United Kingdom". https://gobrandwave.com/demand/uk/brands/aj-bell This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/aj-bell. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.