Written by StockBrokers.com
In this head to head comparison of AJ Bell vs eToro, we will compare the trading platforms, mobile apps, investment options, costs, market research, and more. Let's dive in.
Your capital is at risk.
Alongside the cost per trade, most UK online brokers also charge a monthly, quarterly, or annual management fee, which varies based on the account type and balance. Based on our thorough review, AJ Bell offers better pricing than eToro for share dealing.
What type of trader are you?
New to the world of investing? See our picks for the Best UK Trading Platforms for Beginners. More experienced traders should read our guide to the Best UK Trading Platforms for Active Traders.
AJ Bell and eToro both let UK investors buy shares, ETFs and investment trusts, but AJ Bell offers a wider range of account investment choices overall. With AJ Bell, you can also invest in funds, corporate bonds and government bonds (gilts), which are not available on eToro. AJ Bell is rated 5 stars for investment choices by UK.StockBrokers.com and is ranked #4 out of 21 brokers.
eToro still covers the basics well, especially for share trading and ETFs, and it also offers CFD trading, which AJ Bell does not. However, eToro does not offer funds, corporate bonds or gilts. For investment choice, eToro is rated 4.5 stars and sits at #11 out of 21 brokers, making AJ Bell the better pick for investors who want a broader range of assets in one account.
| Feature |
AJ Bell
|
eToro
|
|---|---|---|
| Share Trading | Yes | Yes |
| CFD Trading | No | Yes |
| ETFs | Yes | Yes |
| Mutual Funds | Yes | No |
| Bonds - Government (Gilts) | Yes | No |
| Investment Trusts | Yes | Yes |
| Spread Betting | No | No |
| Crypto Trading | ||
| Advisor Services | No | No |
| Investment Choices |
|
|
Low-cost US and UK shares.
Professional’s Gateway to the World’s Markets.
For UK investors comparing AJ Bell vs eToro trading tools, both brokers provide a browser-based trading platform and price alerts. AJ Bell supplies 8 drawing tools and 31 technical indicators, and uniquely lets you display corporate events such as earnings, splits and dividends on charts. eToro offers 9 drawing tools and 106 technical indicators but does not show corporate events.
When it comes to extras, AJ Bell doesn’t support index or stock overlays and doesn’t allow notes on charts; eToro supports both overlay types but also lacks notes. eToro also provides real-time market data, while AJ Bell does not. Choose AJ Bell if charting corporate events matters most; pick eToro if you want more indicators, overlays and real-time data.
| Feature |
AJ Bell
|
eToro
|
|---|---|---|
| Web Platform | Yes | Yes |
| Stock Alerts | Yes | Yes |
| Charting - Indicators / Studies | 31 | 106 |
| Charting - Drawing Tools | 8 | 9 |
| Charting - Notes | No | No |
| Charting - Display Corporate Events | Yes | No |
| Charting - Stock Overlays | No | Yes |
| Charting - Index Overlays | No | Yes |
When comparing online brokers AJ Bell and eToro for UK retirement accounts, it’s essential to consider the types of accounts they offer. AJ Bell stands out by providing both ISA and SIPP accounts, catering to a wider range of retirement saving needs. This means that you can invest for the future with tax-efficient savings and dedicated personal pension plans in one place. Conversely, eToro also offers ISA accounts, allowing for tax-efficient investment opportunities, but lacks SIPP accounts, which might limit long-term retirement planning options for some investors. Therefore, if having access to both an ISA and a SIPP is important for your retirement strategy, AJ Bell might be the better choice.
Dive deeper: Best SIPP Providers, Best Stocks and Shares ISA Providers.
AJ Bell and eToro both offer iPhone and Android trading apps for UK investors. According to UK.StockBrokers.com, eToro’s mobile app is rated 5 out of 5 stars and ranks 4th out of 21 brokers for Mobile Apps, while AJ Bell’s app scores 4 out of 5 stars and ranks 12th. If mobile experience is your priority, eToro leads, though AJ Bell still provides a well-rated app on both iOS and Android.
Dive deeper: Best Stock Trading Apps UK.
For UK beginners comparing online brokers, AJ Bell offers a richer education experience than eToro: AJ Bell provides live and on‑demand client webinars and covers share trading, funds, and retirement, while eToro offers education on share trading only and has no webinars. Both are rated 5 stars for beginner education by UK.StockBrokers.com, but AJ Bell ranks 6th out of 21 brokers versus eToro’s 7th, making AJ Bell the slightly stronger choice for broad learning support.
| Feature |
AJ Bell
|
eToro
|
|---|---|---|
| Client Webinars | Yes | No |
| Client Webinars (Archived) | Yes | No |
| Education (Share Trading) | Yes | Yes |
| Education (Funds) | Yes | No |
| Education (Retirement) | Yes | No |
| Education |
|
|
Dive deeper: Best UK Trading Platforms for Beginners.
When it comes to market research features, AJ Bell provides a comprehensive experience for UK investors, offering detailed research reports on funds, shares, ETFs, and bonds, alongside tools to view portfolio allocation by asset class. eToro, on the other hand, matches AJ Bell with insights into shares, ETFs, and portfolio allocation, but it lacks research reports for funds and bonds. So, if you prioritize having extensive research features at your fingertips, AJ Bell stands out with its broader range of resources and reports.
| Feature |
AJ Bell
|
eToro
|
|---|---|---|
| Research - Shares | Yes | Yes |
| Research - ETFs | Yes | Yes |
| Research - Bonds | Yes | No |
| Research - Funds | Yes | No |
| Fund Research - Research Reports | Yes | No |
| Portfolio Allocation Breakdown | Yes | Yes |
Which broker is better overall, AJ Bell or eToro? After collecting more than 900 data points over a 10-week period, we found AJ Bell to be a better trading platform overall.
You can invest in an extensive range of investments through AJ Bell. Charges are on the high side for those with large portfolios in mutual funds and those looking to execute one-off share deals; but the Dodl app offers much lower fees and also offers a more slim-lined and user-friendly service. Educational and research materials are strong, too.
| Feature |
AJ Bell
|
eToro
|
|---|---|---|
| Overall Rating |
|
|
| Charges & Fees |
|
|
| Investment Choices |
|
|
| Mobile App |
|
|
| Website |
|
|
| Ease of Use |
|
|
| Education |
|
|
AJ Bell does not offer crypto trading, while eToro does offer cryptocurrency trading alongside its other investment products, making eToro the better choice for investors looking to buy and sell digital assets online.
We reviewed and compared over 20 of the top U.K. brokerage firms to create our list of the best U.K. investment platforms for beginner investors.
Elizabeth Anderson March 02, 2026
The best UK mobile trading apps appeal to all levels of trading skill — beginner, active trader, and longer-term investor. Check out our top picks here.
Elizabeth Anderson February 27, 2026
Choosing the best broker can be crucial to your success as a day trader in the U.K., as the needs of active traders can be drastically different from those of passive investors. See our top picks, based on hands-on testing and analysis.
Steven Hatzakis February 28, 2026
Charles Stanley Direct is an online investment platform where you can invest in a wide range of products, including stocks and ETFs, using various accounts like tax-advantaged ISAs and SIPPs.
Elizabeth Anderson December 30, 2025
Capital.com is a U.K. broker primarily known for CFDs (contracts for difference) and spread betting. While it previously offered the chance to buy and sell shares commission-free, you can no longer buy shares directly through Capital.com. Trading is limited to an unleveraged CFD account.
Elizabeth Anderson July 29, 2025
Fidelity offers thousands of investments and also offers financial advice for those wanting direction. My view is that Fidelity is most suited to traditional investors who hold a range of accounts through the platform.
Elizabeth Anderson December 30, 2025
Saxo review: Compare ISAs, fees, and trading tools. Discover if Saxo’s global platform is right for your investing goals today.
Elizabeth Anderson December 30, 2025
Robinhood is great for trading US stocks and for beginners who want to learn the basics without worrying about small trades being swallowed up by hefty fees.
Elizabeth Anderson December 30, 2025
Webull has a good app, desktop platform, and low fees, but is limited in the UK by offering only US stocks with no products offered from other markets.
Elizabeth Anderson December 30, 2025
Barclays Smart Investor is an investment platform offered by Barclays Bank that offers a wide range of investments and accounts. Non-Barclays customers may find it complicated to open an account. Barclays is good value whether you are a beginner investor or have a large portfolio as its fees are, overall, very low.
Elizabeth Anderson December 30, 2025
Bestinvest appeals to a wide range of investors. Fees are competitive, particularly if you invest in funds or US shares, and investment options are extensive.
Elizabeth Anderson December 30, 2025
XTB’s low fees and solid education make it ideal for new investors. Learn more about its features and drawbacks in our full XTB review.
Elizabeth Anderson December 30, 2025
Review Freetrade’s fees, ISA costs, and investment options. Learn whether Freetrade’s commission-free trading is the right choice for your portfolio.
Elizabeth Anderson January 21, 2026
Review Lloyds’ investing platform, ISA fees, SIPP costs, and investment options. See if Lloyds is the right low-cost choice for your portfolio.
Elizabeth Anderson December 30, 2025
Hargreaves Lansdown offers top research and a quality app but higher fees. Learn more about its features and if it’s right for your portfolio.
Elizabeth Anderson February 17, 2026
Trade U.K. and U.S. shares commission-free with CMC Invest. Backed by CMC Markets. Explore if it’s the right app for your portfolio today.
Elizabeth Anderson December 30, 2025
IG is a trading platform for experienced investors, offering shares, ETFs, spread betting, and CFDs on an easy-to-use interface.
Elizabeth Anderson March 05, 2026
Compare eToro’s ISA fees, trading costs, social trading tools, and investment options. Read our review to decide if eToro is right for you.
Elizabeth Anderson February 26, 2026
Interactive Investor offers flat fees, wide investment choice, and strong research tools. See who ii is best for and whether it’s the right platform for you.
Elizabeth Anderson February 05, 2026
Revolut offers easy app-based investing with commission-free trades and a new stocks & shares ISA. See whether Revolut is the right platform for your portfolio.
Elizabeth Anderson December 30, 2025
Explore Halifax Share Dealing’s flat fees, ISA options, and ready-made portfolios. Find out whether Halifax offers good value for your investing style.
Elizabeth Anderson December 30, 2025
AJ Bell review 2025: Explore ISAs, SIPPs, fees, app features, and ratings. Find out if AJ Bell is the best UK investing platform today.
Elizabeth Anderson December 30, 2025
Review Vanguard’s low fees, ISA and SIPP options, and simple long-term investing funds. See if Vanguard is the right low-cost platform for your portfolio.
Elizabeth Anderson December 30, 2025
Trading 212 offers commission-free trading, but lacks mutual funds. See if it’s the right low-cost platform for your investing goals.
Elizabeth Anderson December 30, 2025Select Brokers
↓×Compare
0 of 5| Overall Rating | AJ Bell | eToro | |
|---|---|---|---|
| Overall Rating |
|
| |
| Charges & Fees |
|
| |
| Investment Choices |
|
| |
| Mobile App |
|
| |
| Website |
|
| |
| Ease of Use |
|
| |
| Education |
|
| |
| Review | AJ Bell Review | eToro Review | |
| Winner | check_circle |
| Investments | AJ Bell | eToro | |
|---|---|---|---|
| ISA | Yes | Yes | |
| SIPP | Yes | No | |
| Share Trading | Yes | Yes | |
| CFD Trading | No | Yes | |
| Mutual Funds | Yes | No | |
| ETFs | Yes | Yes | |
| Bonds - Corporate | Yes | No | |
| Bonds - Government (Gilts) | Yes | No | |
| Investment Trusts | Yes | Yes | |
| Spread Betting | No | No | |
| Crypto Trading | Yes | ||
| Advisor Services | No | No |
| Trading Fees | AJ Bell | eToro | |
|---|---|---|---|
| Minimum Deposit | £250 | $50 | |
| Share Trading: 0-9 Deals/ Month | £5 | £0 | |
| Share Trading: 10-19 Deals/ Month | £1.50 | £0 | |
| Share Trading: 20+ Deals/ Month | £1.50 | £0 | |
| 5 trades per year (£30k portfolio) | |||
| 12 trades per year (£30k portfolio) | |||
| 36 trades per year (£30k portfolio) | |||
| 120 trades per year (£30k portfolio) | |||
| 3 fund trades per year (£30k portfolio) | |||
| Annual Platform Fee (Funds): £0 - £250,000 | £0 - £625 | N/A | |
| Annual Platform Fee (Funds): £250K-£500K | £625 - £875 | N/A | |
| Annual Platform Fee (Funds): £500,000 - £1m | £875 | N/A | |
| Annual Platform Fee (Funds): £1m and over | £875 | N/A | |
| Bonds - Corporate - Fee | £5 | N/A | |
| Bonds - Government (Gilts) - Fee | £5 | £0 | |
| ETFs - Fee | £5 | N/A | |
| Investment Trusts - Fee | £5 | £0 | |
| Telephone Dealing Fee | £25 | N/A |
| Broker Screenshots | AJ Bell | eToro | |
|---|---|---|---|
| Website Gallery (click to expand) |
|
| |
| Mobile Trading Apps Gallery (click to expand) |
|
| |
| Education Gallery (click to expand) |
|
| Platforms & Tools | AJ Bell | eToro | |
|---|---|---|---|
| Web Platform | Yes | Yes | |
| iPhone App | Yes | Yes | |
| Android App | Yes | Yes | |
| Stock Alerts | Yes | Yes | |
| Charting - Indicators / Studies | 31 | 106 | |
| Charting - Drawing Tools | 8 | 9 | |
| Charting - Notes | No | No | |
| Charting - Display Corporate Events | Yes | No | |
| Charting - Stock Overlays | No | Yes | |
| Charting - Index Overlays | No | Yes |
| Research | AJ Bell | eToro | |
|---|---|---|---|
| Research - Shares | Yes | Yes | |
| Research - CFDs | |||
| Research - Funds | Yes | No | |
| Fund Research - Research Reports | Yes | No | |
| Research - ETFs | Yes | Yes | |
| Research - Bonds | Yes | No | |
| Portfolio Allocation Breakdown | Yes | Yes |
| Education | AJ Bell | eToro | |
|---|---|---|---|
| Education (Share Trading) | Yes | Yes | |
| Education (Funds) | Yes | No | |
| Education (Retirement) | Yes | No | |
| Client Webinars | Yes | No | |
| Client Webinars (Archived) | Yes | No |
| Overall Summary | AJ Bell | eToro | |
|---|---|---|---|
| Overall Rating |
|
| |
| Charges & Fees |
|
| |
| Investment Choices |
|
| |
| Mobile App |
|
| |
| Website |
|
| |
| Ease of Use |
|
| |
| Education |
|
| |
| Review | AJ Bell Review | eToro Review | |
| Winner | check_circle |
Trading 212 Review
IG Group Review
Interactive Brokers Review
Freetrade Review
XTB Review
Hargreaves Lansdown Review
Saxo Review
eToro Review
Halifax Review
Vanguard Review
CMC Invest Review