VML UK to lead AJ Bell’s CRM transformation

VML UK has been appointed by online investment platform AJ Bell to drive its CRM transformation after a competitive pitch managed by Tuffon Hall Consulting. The agency will handle a broad CRM remit designed to help AJ Bell create more meaningful, data-driven customer experiences.

The partnership supports AJ Bell’s goal of strengthening customer engagement as it seeks to expand its Feel Good investing approach. VML UK will apply multiple capabilities across the agency to deliver an end-to-end solution aligned with the platform’s brand promise.

Focus on data-driven customer experience

Stephen Vowles, Chief Marketing Officer, AJ Bell: “Our process was focused on identifying a partner with the operational rigour and technical firepower to achieve our ambitions of delivering truly data-driven customer experiences. VML demonstrated the impressive capacity for execution, providing the reliable roadmap we need. We are excited to leverage their expertise and experience as we continue to lead our business through this exciting transformation.”

The partnership reflects AJ Bell’s intention to strengthen customer experience and position CRM as a driver of long-term growth. VML UK will help the platform deliver solutions aimed at deeper customer relationships and higher standards across the sector.

Agency aims to elevate CRM across the category

Pip Hulbert, Chief Client Officer, International Markets, VML: “Winning AJ Bell is a testament to our team’s passion and expertise in creating impactful customer experiences. By bringing the full power of VML’s capabilities – from deep customer insight to truly creative execution – we’re able to deliver the right blend of people, process, and technology to drive meaningful results. We’re excited to partner with AJ Bell and deliver work that sets new standards for the category.”

Angus Crowther, Founder, Tuffon Hall Consulting: “VML impressed us with their strategic vision and depth of CRM expertise throughout the pitch process. Their collaborative approach and understanding of AJ Bell’s ambitions made them a standout partner for this brief.”

VML UK will begin work on the assignment in January 2026, supporting AJ Bell as it advances its customer-focused transformation agenda.

www.vml.com

www.ajbell.co.uk

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