AJ Bell is a UK-based online investment platform offering a range of services including Self-Invested Personal Pensions (SIPPs), Stocks and Shares Individual Savings Accounts (ISAs), and Dealing accounts. They cater to DIY investors and financial advisers, providing low-cost investment solutions and market-leading online functionality. Their target audience includes individual investors and financial professionals. AJ Bell's unique selling proposition is its low-cost, user-friendly platform that allows customers to manage their investments efficiently across various accounts. They also offer tools like the AJ Bell Dodl app for simplified investing[1][3][5].