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Deutsche Bank maintains 'buy' on AJ Bell with 700p target amid strong customer growth and marketing momentum.

Analyst Insights
11 Sep 2026
Proactive Investors
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Bullish
Deutsche Bank maintains 'buy' on AJ Bell with 700p target amid strong customer growth and marketing momentum.

Deutsche Bank has reaffirmed its 'buy' rating on AJ Bell PLC, setting a target price of 700p due to robust growth in direct-to-consumer customers, which rose 7% quarter-on-quarter and 30% year-on-year in Q3. This growth is driven by effective marketing efforts, including a recent brand refresh, with the lifetime value of new customers exceeding acquisition costs. Deutsche Bank supports AJ Bell's strategy to increase marketing investment in 2027, balancing short-term profit margins around 40% with long-term revenue and profit growth potential. The bank views marketing spend as a short-term margin challenge that supports sustainable value creation.

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