Tuesday, February 10, 2026
AJ Bell has selected VML UK to spearhead a major CRM transformation initiative, marking a significant step in its strategy to enhance customer engagement across its investment platform. This decision follows a competitive pitch process led by Tuffon Hall, and it positions VML UK as a key partner in reshaping how AJ Bell interacts with and supports its customers.
The collaboration signals the beginning of a refreshed approach to customer experience, especially as AJ Bell continues its mission to bring “Feel Good” investing to a broader audience. By teaming up with VML UK, the company aims to strengthen its CRM ecosystem and create more personalized, data-driven interactions that resonate with both new and existing customers.
VML UK will leverage its wide-ranging expertise to build a comprehensive CRM framework that aligns seamlessly with AJ Bell’s brand vision. The agency’s remit includes helping the investment platform deliver an end-to-end strategy that enhances communication, deepens relationships, and reinforces the company’s promise to provide a supportive, customer-first investing environment.
According to Stephen Vowles, Chief Marketing Officer at AJ Bell, the selection process emphasized finding a partner equipped with both the technical capabilities and operational discipline to bring their ambitions to life. Vowles highlighted that VML stood out due to its strong execution capabilities and well-defined roadmap, providing AJ Bell with the confidence needed for such a transformative initiative.
The partnership underscores AJ Bell’s dedication to elevating customer experience by making CRM a core driver of strategic growth. As customer expectations evolve, the company aims to remain ahead of the curve, investing in platforms and processes that deliver value, relevance, and long-term satisfaction.
Pip Hulbert, Chief Client Officer for International Markets at VML, emphasized that securing the AJ Bell account reflects the agency’s deep commitment to creating meaningful customer experiences. Hulbert noted that VML’s ability to blend insight-driven strategy with impactful creative execution will play a key role in developing innovative CRM solutions tailored to AJ Bell’s evolving needs.
Through this collaboration, both organizations are working toward a shared goal: transforming how investors engage with financial services and setting new industry standards for customer-centric communication. With VML UK’s extensive capabilities and AJ Bell’s forward-focused vision, the CRM transformation is set to deliver a more cohesive, personalized, and impactful customer journey—one that strengthens loyalty and enhances the investment experience from end to end.
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