Why does Dodl look different?

Dodl’s got a fresh new look and it’s not just for Christmas!

Authored on
13 Dec 2023
Read time
  2 minute read

It may have coincided with Christmas but Dodl’s new look isn’t a seasonal change. It’s a permanent refresh of AJ Bell’s simple investment app, brought into the world over 18 months ago now. 🤯 But what’s changed and how did it come about? Here’s a little more context into why Dodl looks different.


GIF showing  new version of Dodl app

Why change Dodl’s look? 👀

As you’ll know by now, Dodl is all about helping people get started with investing. But even with a super simple app and a straightforward range of choices, investing is still something many tend to avoid. So we decided to dig a little deeper into why this happens.

We put our research caps on and asked a whole host of people who don’t invest, why not? Among financial reasons and perceived complexity of getting started, our findings suggested a lack of confidence was the number 1 reason why those who had the money to, chose not to invest.

We’ve thought about this A LOT over the past few months and how to gently reassure people that, when done with a trusted name and mainstream options, investing can be one of the best ways to help secure your financial future.

Then we realised something. A unique strength of Dodl is that, though it has its own app, accounts and personality, it also has the security and experience of being part of the AJ Bell family. So you know you can feel confident – feel good – when you invest. But this key ‘confidence’ message felt a bit lost in Dodl’s old look, so we’ve brought the branding closer to AJ Bell’s to remind new investors that they’re in safe hands.

What’s changed?

So, it’s a heartfelt goodbye to the ‘Dodl purple’ which brought us this far. You’ll see the core colours in the app, on the website and socials have switched to our new signature red, cream and grey, which nicely compliments AJ Bell’s. 🎨

We’re also moving on from our monster era (sob) and saying thank you for all the good times – of which there were many! This means your Dodl app icon will be our refreshed logo, minus the monster.

You’ll also find everything in the app and on the website looks generally sharper and more accessible. We’ve taken the opportunity to have a good look around the app and update anything which fell short of our high accessibility standards. And this is all thanks to AJ Bell’s talented team of designers, who have been hard at work polishing off the new look! 💎

But enough with the talking. Check out the changes right now, in your same Dodl app. (Psst…make sure you’re on the latest version to see it in all its glory!)


Check out the changes

What hasn’t changed?

Everything else!

We want to reassure you that the new look doesn’t change how you invest with Dodl. It’s still your same friendly, easy, low-cost investment app. Just with a fresh lick of paint! 🖌

Let us know what you think 🤔

We’re loving the Dodl 2.0 glow-up. 🌟 But the most important thing is what YOU think of it?

As always, come and chat with us in the app or email the team with your thoughts, or any suggestions on new features you want to see. We’re all ears. 👂

Here’s to good change! 🍾


🔔 Though we hope this article helps you understand the recent updates to Dodl, it’s not advice and you should always remember investing carries risk.


It's important to know

You have to be a UK resident for tax purposes to open an account with Dodl.

The past performance of investments isn't an indicator of their future performance and their value can go down as well as up. This means you could get back less than you originally invested. 

Dodl doesn’t offer any advice so if you’re not sure about the risks involved with investing, you should speak to a suitable financial adviser. 

How you're taxed depends on your circumstances, and tax rules can change in future.

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