As consumers reappraise their spending habits after the traditional festive splurge, investment platform AJ Bell is launching a new campaign designed to remind consumers that investing is for everyone.

Created by Pablo London, the campaign has been designed to tackle the investment markets' exclusivity problem head-on.

It builds on the brand’s 2023 campaign, which urged consumers to ‘Feel Good, Investing’. A campaign which successfully tripled brand awareness to 60.2%.

The new campaign stems from an insight uncovered through the brand’s qualitative research with investors at every level. According to the research, despite an increased desire to take control of financial futures, investing still feels like an intimidating, exclusive world reserved for the elite. 

AJ Bell believes that this perception stops them from even starting, and even those who do invest often feel uneasy and out of place. The campaign has been designed to confront this myth head-on by communicating that investing isn't for a certain sort of person. It's for everyone.

Directed by Gustav Sundström with Mindseye, the campaign showcases scenes of extreme wealth: from mega yacht owners shooting prized artefacts to jet-setting crypto billionaires. All of these characters begin to explain that investing is just for them, until they're interrupted by an AJ Bell customer crashing into the scene riding a super sized bell.  

The campaign launches on January 8th and will run across TV, radio, out of home, social and digital platforms. Media planning and buying was handled by Mediaplus UK.

Stephen Vowles, CMO at AJ Bell, explained: “AJ Bell’s combination of easy-to-use, low-cost products, excellent customer service and a trusted brand helped drive record growth last year, with the business achieving a 4.9-star Trustpilot rating and brand awareness reaching an all-time high.”

He continues: “Building on this momentum, our exciting new advertising campaign, which focuses on the message that investing can be for anyone, will help us attract new customers and capitalise on the significant long-term growth opportunity in the market.”

Louise Hayward, Managing Partner at Pablo, added: "Not many investment platforms say yes to allowing supersized golden bells crashing into stuffy auction halls as a way to bring to life an important message: that the world of investing through AJ Bell is open, welcoming, and genuinely for everyone. Getting to such distinctive work in such a fun and collaborative way has made for a brilliant second chapter for our ‘Feel Good, Investing’ platform."

Established in 1995, AJ Bell is one of the largest investment platforms in the UK, operating at scale in both the advised and direct-to-consumer markets. Their purpose is to help people invest by providing them with easy access to Pensions, ISAs and General investment accounts, great customer service and competitive charges.