AJ Bell Selects VML UK to Lead CRM Transformation

VML UK has been appointed by leading online investment platform, AJ Bell, to support its CRM transformation, following a competitive pitch led by Tuffon Hall Consultancy. The win sees VML UK working across a comprehensive CRM brief, supporting AJ Bell’s ambition to deliver more meaningful, data-driven customer experiences.

The appointment marks a new chapter in customer engagement for the investment platform as it works to bring ‘Feel Good’ investing to the nation. VML UK will utilise multiple agency capabilities to build on this brand platform and deliver a truly end-to-end solution that will enable AJ Bell to better deliver on its brand promise to customers.

Our process was focused on identifying a partner with the operational rigour and technical firepower to achieve our ambitions of delivering truly data-driven customer experiences. VML demonstrated the impressive capacity for execution, providing the reliable roadmap we need. We are excited to leverage their expertise and experience as we continue to lead our business through this exciting transformation.

Stephen Vowles

Chief Marketing Officer at AJ Bell

The partnership underscores AJ Bell’s commitment to investing in customer experience and leveraging CRM as a strategic growth driver. VML UK will support AJ Bell in delivering innovative solutions that build deeper relationships and set new benchmarks for the sector.

“Winning AJ Bell is a testament to our team’s passion and expertise in creating impactful customer experiences. By bringing the full power of VML’s capabilities – from deep customer insight to truly creative execution – we’re able to deliver the right blend of people, process, and technology to drive meaningful results. We’re excited to partner with AJ Bell and deliver work that sets new standards for the category,” said Pip Hulbert, Chief Client Officer, International Markets at VML.

"VML impressed us with their strategic vision and depth of CRM expertise throughout the pitch process. Their collaborative approach and understanding of AJ Bell’s ambitions made them a standout partner for this brief," concluded Angus Crowther, Founder, Tuffon Hall Consultancy

The agency begins work on the brief from January 2026.