AJ Bell Investments is pleased to announce the onboarding of two new adviser firms for its award-winning bespoke Partnership MPS offering, with Financial Initiatives joining this month and Blue Atlas Wealth joining as an AJ Bell MPS partner in the coming weeks.
AJ Bell’s Partnership MPS offering allows adviser firms to provide tailored investment solutions that are aligned to their investment philosophy and underpinned by AJ Bell’s expertise and infrastructure. Partner firms benefit from a range of customisation options including multiple investment strategies, such as active, passive, blended and responsible, along with varying risk appetites applied across a number of models.
Firms can decide the level of involvement which suits their needs, and AJ Bell’s Investments team carries out the ongoing management within a robust governance framework. Portfolios are designed and updated with the input of adviser firms.
The onboarding of the new adviser firms follows the addition of Oculus Wealth as an AJ Bell partner in December 2025, with the number of partner firms strongly expanding in the past 12 months.
Ian Aylward, head of investment partnerships at AJ Bell, comments:
“AJ Bell’s Partnership MPS offering has gone from strength to strength in the past 12 months, and we’re pleased to be welcoming Financial Initiatives and Blue Atlas Wealth as the latest partners.
“For adviser firms that want tailored investment solutions for their clients, our Partnership MPS provides them with the ease and efficiency of an outcomes focused approach that facilitates a range of bespoke investment preferences. Partner firms have input on the design of the portfolios, with the AJ Bell Investment team’s expertise and infrastructure underpinning the management, to provide firms with the confidence that their needs are at the forefront of any investment decisions.
“Our recent award for Best Bespoke MPS Provider from Professional Adviser is a testament to the hard work and excellent service that goes into collaborating with our partner firms, and we are excited to build on that momentum as we grow our partner book.”
Gary Nash, chartered financial planner at Financial Initiatives, adds:
“We have worked closely with AJ Bell over many years and feel that now is a great time to move into a partnership arrangement. We have found the onboarding process to be smooth and are very happy that our core investment beliefs have been incorporated into the portfolios.”
Seb Fretten, financial planner at Blue Atlas Wealth, adds:
“We’re incredibly excited to start working with AJ Bell’s award-winning Investment team. The team were able to incorporate our existing investment philosophy with their best ideas, to design and tailor portfolios ensuring clients have access to investment solutions that truly suit their needs.”
