Updated September 29, 2026 · SumCue Editorial Team
AJ Bell vs eToro
eToro
Higher score in this comparison
AJ Bell
Where AJ Bell and eToro differ
| Compare | AJ BellReviewSee alternativesSee alternatives | eToroReviewVisitVisit |
|---|---|---|
| Minimum deposit | £25 | $1 to $10,000 |
| Stock trade fee | £5 | $0 |
| Account fee | £3.50 | $0 |
| Markets | Stocks, ETFs, Bonds, Funds | Stocks, ETFs, Forex, CFDs, Crypto, Futures |
| Regulators | Financial Conduct Authority (FCA) | Cyprus Securities and Exchange Commission (CySEC), SIPC |
| Investor protection | FSCS up to GBP 85,000 | EU ICS up to EUR 20,000 |
| Account types | ISA, SIPP, Lisa, JisaCovers more | ISA |
| Currency conversion fee | 0.75% | Not confirmed |
| Deposit and withdrawal fees | Free withdrawals | Not confirmed |
| Platforms | Web platform, Mobile app | Not confirmed |
We earn a commission when you sign up through links on this site. Partner status can affect where a brand appears in our rankings. Partners with a live offer in your country come first, then every other brand by score.
Key differences
- eToro scores higher overall: 9.2 vs 8.7.
- Regulators: only AJ Bell offers Financial Conduct Authority (FCA).
- Regulators: only eToro offers Cyprus Securities and Exchange Commission (CySEC), SIPC.
- eToro is licensed in 1 more country.
- Markets: only AJ Bell offers Bonds, Funds.
- Markets: only eToro offers Forex, CFDs, Crypto.
- Account types: only AJ Bell offers SIPP, Lisa, Jisa.
- Support channels: only AJ Bell offers Chat.
- Features: only eToro offers Crypto, Demo account, Fractional shares.
- Pricing model: only AJ Bell offers Low fees.
Our verdict on each
AJ Bell
AJ Bell suits UK savers who want a dealing platform, a pension and a tax wrapped account in the same place, with stated protection of FSCS up to GBP 85,000 for careful planners. The per-deal charge of £5 makes it a weaker fit for frequent traders.
eToro
eToro suits new investors who want shares, crypto and cash interest in a single app, with an account fee of $0 and a stock trade fee of $0. The catch is the withdrawal fee of $5 flat fee, which makes it a poor fit for anyone moving small sums in and out often.
Score breakdown
| Area | AJ Bell | eToro |
|---|---|---|
| Cost | 8.5 | 9.3HigherAccount fee $0 and stock trade fee $0 rank 1 and 1, while withdrawals cost $5 flat fee. |
| Offer | 9.2Higher | 8.8 |
| Trust | 8.6 | 9.2Higher |
Where each is licensed and available
| Country | AJ Bell | eToro |
|---|---|---|
| Cyprus | Not confirmed | Cyprus Securities and Exchange Commission (CySEC) MiCA CASP 213800GIFQMSV7HROS23 |
| United Kingdom | Not confirmed | |
| United States | Not confirmed | SIPC SIPC member 70212 |
Positions in our rankings
| Ranking | AJ Bell | eToro |
|---|---|---|
| Investing | 293 of 654 | 5 of 654 |
| Stock and ETF brokers | 213 of 358 | 4 of 358 |
| Stocks and shares ISAs | 14 of 25 | 1 of 25 |
Pick AJ Bell if, pick eToro if
Pick AJ Bell if offer and account types matter most.
Pick eToro if cost and trust matter most.
Where these facts come from
AJ Bell
- ajbell.co.uk: 15 facts, checked September 26, 2026
eToro
- etoro.com: 10 facts, checked September 26, 2026
- esma.europa.eu: 4 facts, checked September 26, 2026
Every fact side by side
| Fact | AJ Bell | eToro |
|---|---|---|
| Features | Mobile app | Crypto, Demo account, Fractional shares, Copy trading, Mobile appCovers more |
| Pricing model | Low fees | Commission free |
| Audience | Not confirmed | Beginners |
| Legal entity | AJ Bell | eToro (Europe) Ltd |
| Headquarters | United Kingdom | Cyprus |
| Founded | Not confirmed | 2007 |
| Support channels | Chat, Help centreCovers more | Help centre |
Crypto exchanges
| Fact | AJ Bell | eToro |
|---|---|---|
| Taker fee | Not confirmed | 1% |
| Coins listed | Not confirmed | from 150 |
| Fiat deposit methods | Not confirmed | Card, Bank |
| Withdrawal fee | Not confirmed | $5 flat fee |
| Derivatives | Not confirmed | Yes |
| Exchange type | Not confirmed | Cex |
Savings
| Fact | AJ Bell | eToro |
|---|---|---|
| Headline rate | Not confirmed | 3.8% |
| Rate type | Not confirmed | Variable |
| Deposit protection | Not confirmed | EU DGS up to EUR 100,000 |
| Access terms | Not confirmed | Interest on USD cash balance, no lock-in, withdraw at any time, calculated daily and paid monthly |
| Monthly fee | Not confirmed | $0 |
| Account kind | Not confirmed | Cash management |
Robo-advisors
| Fact | AJ Bell | eToro |
|---|---|---|
| Management fee | Not confirmed | 0% |
| Minimum investment | Not confirmed | $500 |
| Portfolio types | Not confirmed | ETF, ESG, Cash, Crypto |
Crypto wallets
| Fact | AJ Bell | eToro |
|---|---|---|
| Wallet type | Not confirmed | Mobile |
| Custody | Not confirmed | Custodial |
Where each stands against the rest
| Fact | AJ Bell | eToro | Median |
|---|---|---|---|
| Currency conversion fee | 0.75%above the median | Not confirmed | 0.4% |
Median across 77 listed providers.
Pros and cons
AJ Bell
Pros
- The account fee of £3.50 is a set figure on the dealing account, which makes the holding cost easy to budget.
- You can open an account from a minimum deposit of £25, a small opening balance for a dealing platform.
- The accounts listed as isa, sipp and lisa mean an individual savings account, a pension, a lifetime account and a junior account all sit with the same provider.
Cons
- Each deal costs £5, so the platform punishes anyone who trades often rather than holds.
- Support runs on chat and help centre only, so anyone who wants a phone line will not find one here.
- Currency conversion adds 0.75% on top of the dealing charge, so a global portfolio carries a further, quieter cost.
eToro
Pros
- Interest on the USD cash balance pays 3.8% on a variable basis, calculated daily and paid monthly, and withdrawals are allowed at any time.
- Regulated by Cyprus Securities and Exchange Commission (CySEC) and SIPC, with client asset protection of EU ICS up to EUR 20,000 and deposit protection of EU DGS up to EUR 100,000.
- Minimum deposit $1 to $10,000 and minimum portfolio investment $500 keep the starting point low, and fractional shares are among the listed features.
Cons
- Withdrawal costs $5 flat fee each time, which makes small, regular transfers expensive next to the $0 stock trade fee.
- Client asset protection of EU ICS up to EUR 20,000 sits well below deposit protection of EU DGS up to EUR 100,000, so a large share portfolio can outrun the cover.
- Taker fee 1% sits above the 0.25% median, which matters for anyone trading crypto often rather than holding.
Who each suits
AJ Bell
Who it suits
- Savers who want a dealing account and a pension under the same regulated firm, since the accounts listed as isa, sipp and lisa cover the main UK wrappers.
- People who plan to hold rather than trade often, because the per-deal charge of £5 works against frequent dealing.
- Investors who put weight on UK oversight and a stated protection limit, given Financial Conduct Authority (FCA) and FSCS up to GBP 85,000.
Who should look elsewhere
- Anyone starting with a smaller sum than £25, where CFI lists a minimum deposit of $0.
- People who want a phone conversation with support, since help here runs on chat and help centre only; bunq suits those after a bank relationship rather than a dealing platform.
- Anyone whose need is borrowing rather than investing, where Fiesta Credito MX sits under CONDUSEF in a different market.
eToro
Who it suits
- New investors, since the audience is listed as beginners and the minimum deposit is $1 to $10,000.
- Investors who want cash and markets together, with USD balance interest at 3.8% alongside stocks, etfs and forex.
- UK savers who want a tax wrapper, since an ISA sits among the isa on offer.
Who should look elsewhere
- bunq, which covers stocks, etfs and crypto and suits anyone who wants shares, ETFs and crypto and can set derivatives aside.
- CFI, for readers who want stocks, etfs and forex and can leave futures aside; eToro is the wider of the two.
- Fiesta Credito MX, which answers to CONDUSEF rather than Cyprus Securities and Exchange Commission (CySEC) and SIPC, for readers trading outside those markets.
Country by country
| Country | AJ Bell | eToro |
|---|---|---|
| United Kingdom | Yes | No |
Questions about each
AJ Bell
What does it cost to open and run an account?+
You need a minimum deposit of £25 to get going, which is a small opening balance for a dealing account. After that the account itself costs £3.50, and each deal you place costs £5. Add 0.75% if you convert pounds into another currency, and keep in mind that frequent trading is where a per-deal charge adds up fastest.
Is my money protected at AJ Bell?+
Your money sits with a firm regulated by Financial Conduct Authority (FCA), the UK regulator, and the stated investor protection is FSCS up to GBP 85,000. That figure is the ceiling on what the protection scheme pays if the firm fails, not a return on your investments, so a fall in the value of your holdings is not covered by it. Account opening and dealing happen under the same firm.
eToro
What does eToro charge to open and run an account?+
The account fee is $0 and the monthly fee is $0, so the account costs nothing to hold. Stock trades are charged at $0 and the platform describes itself as commission-free. Managed portfolios carry a management fee of 0%. Money moving out is the exception, at $5 flat fee per withdrawal.
Is my money protected at eToro?+
eToro is regulated by Cyprus Securities and Exchange Commission (CySEC) and SIPC. Client assets sit under investor protection of EU ICS up to EUR 20,000, while cash deposits are covered by a separate scheme at EU DGS up to EUR 100,000. These ceilings are very different, so anyone holding a large share portfolio should treat the lower figure as the real limit on recovery.
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eToro
AJ Bell