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.
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, eToro offers better pricing than AJ Bell for share dealing.
Assuming a £30,000 portfolio size, here are the total annual costs for share dealing with both brokers, given different monthly activity scenarios.
5 trades per year - AJ Bell would cost £100 per year, while eToro would cost £0 per year.
12 trades per year - AJ Bell would cost £135 per year, while eToro would cost £0 per year.
36 trades per year - AJ Bell would cost £255 per year, while eToro would cost £0 per year.
120 trades per year - AJ Bell would cost £495 per year, while eToro would cost £0 per year.
3 fund trades per year - AJ Bell would cost £0 per year, while eToro would cost $50 per year.
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.
When comparing online brokers AJ Bell and eToro, UK investors will find notable differences in their investment offerings. AJ Bell provides a comprehensive selection of investment choices, including share trading, exchange-traded funds (ETFs), funds, corporate bonds, government bonds (gilts), and investment trusts. While AJ Bell does not offer crypto trading or CFDs, its extensive array of traditional investment options earns it a 5-star rating on UK.StockBrokers.com and a ranking of #5 out of 21 brokers for investment choices.
On the other hand, eToro stands out with its focus on modern investment vehicles such as cryptocurrency and Contract for Differences (CFD) trading. It also supports share and ETF trading, making it attractive to those interested in both traditional and innovative markets. Although eToro does not offer funds, corporate or government bonds, or investment trusts, it nonetheless provides a diversified range of options for traders keen on newer asset classes. eToro's offerings have earned it a 4.5-star rating from UK.StockBrokers.com, placing it at #15 in their investment choice rankings.
| Feature |
AJ Bell
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eToro
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|---|---|---|
| Share Trading | Yes | Yes |
| CFD Trading | Yes | |
| ETFs | Yes | Yes |
| Funds | Yes | |
| Bonds - Government (Gilts) | Yes | |
| Investment Trusts | Yes | |
| Spread Betting | ||
| Crypto Trading | Yes | |
| Advisor Services | ||
| Investment Choices |
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Low-cost US and UK shares.
Professional’s Gateway to the World’s Markets.
For UK traders comparing online brokers, AJ Bell and eToro both provide comprehensive trading tools, yet they cater to slightly different needs. AJ Bell offers a solid charting experience, allowing users to display corporate events and employ up to 31 technical indicators and 8 drawing tools, which is perfect for those who prefer a straightforward approach. Additionally, AJ Bell enables traders to add both index and stock overlays to their charts, supports a browser-based platform, and provides real-time market data along with the ability to get alerts for stock price updates.
On the other hand, eToro excels in charting capabilities with an impressive 56 drawing tools and a vast selection of 106 technical indicators. Although it does not display corporate events on charts like AJ Bell, eToro allows traders to annotate their charts by adding notes, enhancing the analytical experience. Similar to AJ Bell, eToro includes options for index and stock overlays, operates through a browser-based platform, and offers real-time market data, along with stock price alerts. Both platforms deliver reliable trading tools, but eToro's extensive charting features may appeal to those who appreciate in-depth analysis.
| Feature |
AJ Bell
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eToro
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|---|---|---|
| Web Platform | Yes | Yes |
| Stock Alerts | Yes | Yes |
| Charting - Indicators / Studies | 31 | 106 |
| Charting - Drawing Tools | 8 | 56 |
| Charting - Notes | Yes | |
| Charting - Display Corporate Events | Yes | |
| Charting - Stock Overlays | Yes | Yes |
| Charting - Index Overlays | Yes | Yes |
When comparing online brokers AJ Bell and eToro for their retirement account options, it's important to note their differences tailored for UK investors. AJ Bell offers both Individual Savings Accounts (ISAs) and Self-Invested Personal Pensions (SIPPs), providing a broad range of choices for those planning their financial future. On the other hand, eToro, known for its user-friendly trading platform, also offers ISAs but does not provide SIPP accounts. This distinction makes AJ Bell an attractive option for those specifically looking to diversify with SIPP accounts alongside ISAs, whereas eToro may appeal to investors focused solely on ISA offerings.
Dive deeper: Best SIPP Providers, Best Stocks and Shares ISA Providers.
For UK investors seeking a mobile solution for online trading, both AJ Bell and eToro offer apps compatible with iPhone and Android devices. AJ Bell's mobile app is highly rated with 4.5 stars, placing it at #9 among 21 brokers according to UK.StockBrokers.com. Meanwhile, eToro's app enjoys a perfect 5-star rating, securing a higher position at #5 on the same list. These ratings reflect their usability and features, making eToro the preferred choice for mobile trading enthusiasts seeking a highly-rated experience.
Dive deeper: Best Stock Trading Apps UK.
For beginner investors in the UK seeking educational resources, both AJ Bell and eToro offer various options, though AJ Bell takes the lead in several areas. AJ Bell provides educational client webinars that are available for on-demand viewing, covering topics such as share trading, funds, and retirement. In contrast, eToro does not offer webinars or resources on funds and retirement, although it does provide education on share trading. According to UK.StockBrokers.com, AJ Bell's beginner education receives a top rating of 5 stars, ranking it 5th among 21 brokers, while eToro garners 4.5 stars and ranks 11th. This comparison highlights AJ Bell's more comprehensive approach to educating new investors compared to eToro.
| Feature |
AJ Bell
|
eToro
|
|---|---|---|
| Client Webinars | Yes | |
| Client Webinars (Archived) | Yes | |
| Education (Share Trading) | Yes | Yes |
| Education (Funds) | Yes | |
| Education (Retirement) | Yes | |
| Education |
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Dive deeper: Best UK Trading Platforms for Beginners.
When comparing the market research features of AJ Bell and eToro for UK investors, there are a few key differences and similarities to consider. AJ Bell provides an extensive range of research reports, including those for funds, shares, ETFs, and bonds, making it a comprehensive choice for in-depth market analysis. They also allow investors to view portfolio allocation by asset class. On the other hand, eToro offers research capabilities in shares, ETFs, and CFDs, along with the ability to see portfolio allocation by asset class, albeit without specific reports on funds and bonds. Each platform has strengths that cater to different investment needs, whether one seeks detailed fund insights with AJ Bell or CFD research with eToro.
| Feature |
AJ Bell
|
eToro
|
|---|---|---|
| Research - Shares | Yes | Yes |
| Research - CFDs | Yes | |
| Research - ETFs | Yes | Yes |
| Research - Bonds | Yes | |
| Research - Funds | Yes | |
| Fund Research - Research Reports | Yes | |
| 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 its new app, called Dodl, offers much lower fees and also offers a more slim-lined and user-friendly service. Educational and research materials are strong, too.
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eToro
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When comparing online brokers, it's important to note that while eToro offers cryptocurrency trading, AJ Bell does not.
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0 of 5| Overall Rating | AJ Bell | eToro | |
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| Review | AJ Bell Review | eToro Review | |
| Winner | check_circle |
| Investments | AJ Bell | eToro | |
|---|---|---|---|
| ISA | Yes | Yes | |
| SIPP | Yes | ||
| Share Trading | Yes | Yes | |
| CFD Trading | Yes | ||
| Funds | Yes | ||
| ETFs | Yes | Yes | |
| Bonds - Corporate | Yes | ||
| Bonds - Government (Gilts) | Yes | ||
| Investment Trusts | Yes | ||
| Spread Betting | |||
| Crypto Trading | Yes | ||
| Advisor Services |
| Trading Fees | AJ Bell | eToro | |
|---|---|---|---|
| Minimum Deposit | £0 | $50 | |
| Share Trading: 0-9 Deals/ Month | £5 | £0 | |
| Share Trading: 10-19 Deals/ Month | £3.50 | £0 | |
| Share Trading: 20+ Deals/ Month | £3.50 | £0 | |
| 5 trades per year (£30k portfolio) | £100 | £0 | |
| 12 trades per year (£30k portfolio) | £135 | £0 | |
| 36 trades per year (£30k portfolio) | £255 | £0 | |
| 120 trades per year (£30k portfolio) | £495 | £0 | |
| 3 fund trades per year (£30k portfolio) | £79.50 | N/A | |
| Annual Custody Fee: £0 - £250,000 | £0 - £625 | £0 | |
| Annual Custody Fee: £250K-£500K | £625 - £875 | £0 | |
| Annual Custody Fee: £500,000 - £1m | £875 | £0 | |
| Annual Custody Fee: £1m and over | £875 | £0 | |
| Bonds - Corporate - Fee | £5 | N/A | |
| Bonds - Government (Gilts) - Fee | £5 | N/A | |
| ETFs - Fee | £5 | £0 | |
| Investment Trusts - Fee | £5 | N/A | |
| Telephone Dealing Fee | £25 | N/A |
| Broker Screenshots | AJ Bell | eToro | |
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| 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 | 56 | |
| Charting - Notes | Yes | ||
| Charting - Display Corporate Events | Yes | ||
| Charting - Stock Overlays | Yes | Yes | |
| Charting - Index Overlays | Yes | Yes |
| Research | AJ Bell | eToro | |
|---|---|---|---|
| Research - Shares | Yes | Yes | |
| Research - CFDs | Yes | ||
| Research - Funds | Yes | ||
| Fund Research - Research Reports | Yes | ||
| Research - ETFs | Yes | Yes | |
| Research - Bonds | Yes | ||
| Portfolio Allocation Breakdown | Yes | Yes |
| Education | AJ Bell | eToro | |
|---|---|---|---|
| Education (Share Trading) | Yes | Yes | |
| Education (Funds) | Yes | ||
| Education (Retirement) | Yes | ||
| Client Webinars | Yes | ||
| Client Webinars (Archived) | Yes |
| Overall Summary | AJ Bell | eToro | |
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| Review | AJ Bell Review | eToro Review | |
| Winner | check_circle |
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