AJ Bell Investments adds two adviser firms to bespoke MPS offering

AJ Bell Investments has announced the onboarding of two new adviser firms for its bespoke Partnership MPS offering.

Financial Incentives and Blue Atlas Wealth will be joining as AJ Bell MPS partners.

AJ Bell’s Partnership MPS offering is designed to enable adviser firms to provide tailored investment solutions that are aligned to their investment philosophy, underpinned by AJ Bell’s infrastructure.

Partner firms are given access to a range of customisation options, including multiple investment strategies with varying risk appetites across several models.

Partnership MPS works with partner firms to design, build, and manage portfolios, with AJ Bell Investments having discretionary investment responsibility to manage and oversee each range of portfolios.

The onboarding of the new adviser firms follows the addition of Oculus Wealth as an AJ Bell partner in December 2025.

“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,” commented AJ Bell head of investment partnerships, Ian Aylward.

“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.”

Blue Atlas Wealth financial planner, Seb Fretten, said the firm was excited to start working with AJ Bell’s 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,” he said.

Financial Incentives chartered financial planner, Gary Nash, added: “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.”

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