AJ Bell makes investing a Dodl with new app

By Amelia Isaacs on Monday 25 April 2022

Savings and Investment

Dodl’s friendly monsters have arrived to make investing less “scary”.

AJ Bell makes investing a Dodl with new app
Image source: Head monster Ern & Andy Bell/AJ Bell.

One of the UK’s largest investment platforms, AJ Bell, is aiming to make investing easier and more accessible with its new app Dodl.

Designed for users without a wealth of investing experience, the investment range is streamlined, with an annual charge of 0.15 per cent and no commission for buying or selling investments.

With the tagline “Investing needn’t be scary”, the “no-nonsense” app aims to break down the barriers to investment with the help of a few friendly monsters.

The app will particularly appeal to those that are new to investing, have been disappointed with low returns on cash savings and want an easy way to manage their investments, the company says.

“In developing Dodl we’ve focused on removing jargon, making it quick and easy to open an account and narrowing the range of investments customers have to choose from,” AJ Bell CEO Andy Bell said. 

There are currently 30 funds and 50 UK shares to choose from, with US shares reportedly coming soon.

If users want to invest in specific markets or themes, there are 23 funds which focus on the core global stock markets with specialist themes including technology, robotics, healthcare and property from providers such as Blackrock and Vanguard.

The app’s low-cost multi-asset funds cater for six risk levels, and the wealth manager also offers a responsible growth fund for people who want to invest in companies that have a focus on their commitment to the environment and society.

“This combination of simplicity and value make[s] Dodl a great option for anyone looking for a low-cost, easy-to-use investment app to help them meet their investment goals,” Bell said.

“The simple investment journey and streamlined investment range will appeal particularly to those that are new to investing and want an easy way to manage their investments.”

The new app will sit alongside AJ Bell’s existing offering, AJ Bell Youinvest, which will still cater for day traders or “hobbyist investors”, while Dodl will now serve long term investors.

The single annual charge of 0.15 per cent of portfolio value for each investment account – the app offers Individual Savings Account (ISA), Lifetime ISA, pension and a general investment account – places Dodl at a lower fee than its Youinvest account, which has a 0.25 per cent annual fee.

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