Understanding platforms and selecting the right partner

What is a platform provider?

A platform provider is essentially a one‑stop online shop for managing your investments in one place.

It can be thought of as a secure digital hub where you can hold different types of accounts (such as pensions, ISAs, and general investment accounts) and choose from a wide range of funds, shares, or other investments.

Instead of having investments scattered across different companies, a platform keeps everything organised, visible, and easy to manage. A platform provider supplies the technology, tools, and administration behind the scenes:

• it stores your investments safely
• handles transactions and tax wrappers
• provides online access to track performance
• produces all the required paperwork.

Why have we chosen AJ Bell as our platform partner?

AJ Bell was selected as our preferred platform partner primarily because it delivers clear, meaningful benefits to you as a client. AJ Bell offers low and transparent fees, helping more of your money stay invested and working towards your long‑term goals. Its competitive pricing structure and low dealing charges mean better overall value for your portfolio.

For our clients, they provide access to a wide range of investment options, including thousands of funds, investment trusts, exchange-traded funds (ETFs), and global markets. This flexibility allows your Financial Planning Consultant to build an investment strategy tailored precisely to your needs, risk level and aspirations.

AJ Bell is known for its excellent customer service and platform reliability, demonstrated through industry‑recognised ratings. This means smoother administration, efficient transactions, and support when our clients need it.

Finally, AJ Bell offers our clients long‑term stability and credibility, with decades of strong performance and a well‑established presence in the UK investment market. This gives confidence that your investments are held with a financially secure and trusted provider.

What have been the benefits since agreeing to partner with AJ Bell

In what was a very challenging period in the run up to the Autumn Budget, we were delighted by the service and support provided by the AJ Bell team following requests made by our clients to access their money.

There was a tangible difference between the service levels witnessed being delivered by AJ Bell when compared to other platform and product providers. This positive experience further reinforced our decision to partner with AJ Bell.

A further key benefit for our clients is the reduction of the annual custody charge which AJ Bell has agreed to implement for our clients.

This reduction saw the fee change from 0.20% to 0.175% for assets up to £500,000 which in effect means that for the first £1million of assets held, clients of Crowe Financial Planning will benefit from this lower rate.

A key part of the service delivery for our clients is the support provided by AJ Bell particularly to our Client Support and Paraplanning teams enabling them to respond to queries promptly and keep our clients informed.

As a result of our partnership, we now have direct access to the following teams within AJ Bell, which have already proved to be very beneficial to us:

• Key Account team
• Platform Support team
• Technical Support team.

For those clients not already on the AJ Bell platform, your Financial Planning Consultant will discuss whether a move would be appropriate for you based on your circumstances and products held at your next review meeting.