AJ Bell appoints agency for CRM transformation

AJ Bell has appointed an agency to overhaul its CRM as it looks to set new customer experience standards in investment management.

VML UK was chosen through a competitive pitch by Tuffon Hall Consultancy, with work set to begin in January 2026. While the firm didn’t share much detail, the goal of the project is to develop new data-driven customer experiences.

Stephen Vowles, CMO at AJ Bell, said: “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.

Pip Hulbert, Chief Client Officer, International Markets at VML, said: “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.”

AJ Bell launched its “Feel Good, Investing” brand platform in 2023, which aims to cut through dry financial services advertising and focuses on the immediate positive impact of investing.