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AJ Bell launches investing app with North East studio


AJ Bell, one of the UK’s biggest investment platforms, has launched a “no nonsense” investing app with hedgehog lab.

Dodl has been designed to help people gain confidence with long-term investing.

“In developing Dodl we’ve focused on removing jargon, making it quick and easy to open an account and narrowing the range of investments customers have to choose from,” explained Emma Keywood, Senior Product Manager at Dodl by AJ Bell.

“This combination of simplicity and value make Dodl a great option for anyone looking for a low-cost, easy-to-use investment app to help them meet their investment goals.”

Newcastle-based hedgehog lab designed and built the new mobile apps on Flutter, an open-source technology by Google. Following a testing period, it was launched to a waiting list of 5000 people.

“It’s been an exciting journey as Dodl by AJ Bell has been a huge part of our agency for over 18 months, and we were thrilled to see the app launch,” said Sarat Pediredla, CEO at hedgehog lab.

“It’s an honour to partner with a FTSE 250 company like AJ Bell as they continue to grow their digital footprint and we look forward to building on the great relationship that has been forged and further enhance the user experience.”

The app offers ISAs, Lifetime ISAs, Pension and General Investment Accounts and customers can set up monthly investments and consolidate existing ISAs and Pensions onto the app. 

AJ Bell has 432k customers and looks after £68.7bn of investments.


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