Bell Direct

Bell Direct is an Australian online share trading platform and stockbroking service that gives retail investors direct access to the Australian Securities Exchange (ASX). It is part of Bell Financial Group (ASX: BFG), which the company describes as a leader in the Australian stockbroking industry since 1970. Bell Direct positions itself as a platform built in-house rather than owned and licensed, and it emphasises customer satisfaction, market research insights and value pricing. The service specialises in all ASX-listed securities with a one-second placement guarantee. Through the platform, clients can trade ASX-listed equities, exchange traded funds (ETFs), exchange traded options (ETOs), warrants, interest rate securities, mFunds and participate in initial public offers (IPOs). Margin lending is also offered. Bell Direct has been recognised for its research and customer satisfaction, including WeMoney's Best for Market Research Insights award and Finder's Share Trading Customer Satisfaction Award. Bell Direct is aimed at Australian retail investors and active traders, offering tools, insights and support to help them make informed decisions. Its parent, Bell Financial Group, provides institutional and retail stockbroking through businesses such as Bell Potter, and Bell Direct benefits from that group's research and capital markets access. The brand continues to operate as an online brokerage platform in Australia.

Bell Direct was founded over 15 years ago with the goal of creating an investing platform that would enable every Australian to be better off. It was built as a proprietary platform rather than one owned and licensed from a third party, giving the company more control over the client experience. Bell Direct is part of Bell Financial Group (ASX: BFG), which has been a leader in the Australian stockbroking industry since 1970. The brand has focused on customer satisfaction, claiming the highest overall client satisfaction for over a decade, and has received awards including Finder's Share Trading Customer Satisfaction Award in 2022 and WeMoney's Best for Market Research Insights in 2025 and 2026. The service is provided by Third Party Platform Pty Limited trading as Bell Direct.

• 2026

  Recognised again as WeMoney's Best for Market Research Insights winner

• 2025

  Recognised as WeMoney's Best for Market Research Insights winner

• 2022

  Awarded first place in Finder's Share Trading Customer Satisfaction Awards

• 1970

  Bell Financial Group begins operations in the Australian stockbroking industry

• Bell Direct founded (over 15 years ago as of 2026)

Online stockbroking platform for Australian retail investors, backed by Bell Financial Group, emphasising customer satisfaction, research insights and value pricing.

• ASX-listed equities

  Buy and sell shares in any company on the Australian Stock Exchange via the platform.

• Exchange Traded Funds (ETFs)

  Diversify across market sectors at home and overseas with ETFs, a type of pooled investment traded on a stock exchange.

• Exchange Traded Options (ETOs)

  Potentially profit in rising and falling markets at a fraction of the cost of buying shares directly.

• Warrants

  Buy or sell a security for a set price within a set time period, with high gearing and leverage.

• Interest rate securities

  Lend money to a company or government which pays interest, either for a set period or in perpetuity.

• mFunds

  Invest in managed funds in the same way as shares via the ASX mFund service. Note: mFunds to be removed off the ASX by 31 May 2026.

• Initial Public Offers (IPOs)

  Access to IPOs and capital raisings for Sophisticated Investors with a Bell Direct account.

• Margin Lending

  Borrow to invest, potentially boosting returns.

1. 1Online Share Trading Platform | Online Stock Broker Australia | Bell Direct | Bell Directbelldirect.com.au
2. 2Online Trading Products | Stockbroking | Australian IPO | Bell Directbelldirect.com.au
3. 3About us | Bell Directbelldirect.com.au
4. 4Bell Directwikidata.org