AJ Bell, one of the United Kingdom’s leading investment platforms, has reported a significant increase in customer numbers and assets under management, reflecting heightened demand from retail investors. The company’s customer base grew by 24 percent to reach 796,000, while its assets under management rose by 22 percent to a record £126 billion.

The growth was supported by net inflows of £9.7 billion, representing a 37 percent increase, along with favorable market movements that contributed an additional £13 billion to the firm’s asset total. AJ Bell’s shares closed up 1.9 percent at 597½p following the announcement.

Chief Executive Michael Summersgill attributed the growth to the company’s strategic focus on expanding its brand and marketing efforts, as well as enhancing its platform offerings. “At the start of the year we outlined our intention to accelerate growth through increased investment in brand, marketing and platform propositions,” he said. “Record growth during the year provides clear evidence of the success of that, as we continued to attract high-quality customers who are long-term investors with significant potential to grow their assets over time.”

The platform has placed considerable emphasis on digital marketing, including the relaunch of its direct-to-consumer website last year to increase customer engagement. Stephen Vowles, who joined as chief marketing officer last year, brings over 25 years of experience from previous roles at Sainsbury’s, Barclays, and Argos.

Analysts at Peel Hunt described AJ Bell’s recent performance as “undoubtedly strong,” but questioned whether such growth could be sustained amid increasing competition from both established and emerging platforms.

The rise in AJ Bell’s clientele reflects a broader trend in the investment platform sector, driven by increased market volatility and changing expectations for inflation and interest rates. At-home investors are increasingly turning to these platforms to manage their financial portfolios and benefit from trading opportunities.

Other investment platforms have also reported growth. Interactive Investor recorded inflows of £2.5 billion, a 32 percent increase in the third quarter, with its customer base growing 8 percent to 533,000. Meanwhile, Plus500, an online provider of contracts for difference, reported a 10 percent rise in active customers in its half-year results in August, with new customers increasing by 17 percent to 65,723.

Summersgill emphasized the company’s continued commitment to growth. “We are continuing to invest in the business to further strengthen our position in the fast-growing platform market,” he said.