It’s likely that you have encountered Bell Direct if you have been trading shares or experimenting with the Australian stock market. Bell Direct is well-liked by both novice and experienced traders due to its user-friendly trading platform, affordable brokerage costs, and tools supported by research. Have you ever wondered, though, who in Australia truly owns Bell Direct?
Who Owns Bell Direct?
Bell Direct is owned by Third Party Platform Pty Ltd, which is a wholly owned subsidiary of Bell Financial Group Limited (ASX: BFG).
That’s right—Bell Financial Group, a publicly listed company on the Australian Securities Exchange, is the parent company behind Bell Direct.
About Bell Financial Group
Bell Financial Group is one of Australia’s largest retail and institutional stockbroking and financial advisory firms. It operates a range of financial services, including:
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Online broking (Bell Direct)
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Full-service broking (via Bell Potter Securities)
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Margin lending
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Portfolio management
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Superannuation services
Being listed on the ASX gives Bell Financial Group transparency and accountability, which adds a layer of trust and reliability for customers using its services—especially important in the world of online investing.
What This Means for You as an Investor
Knowing that Bell Direct is backed by a reputable, listed financial group gives investors a higher level of confidence. You’re not trading through some fly-by-night operation—you’re working with a platform that’s part of a well-established financial ecosystem with real experience and infrastructure in place.
Is Bell Direct Safe?
With Bell Direct being owned by Bell Financial Group and regulated by ASIC (Australian Securities and Investments Commission), your investments are subject to Australian legal and financial protections. The platform also uses CHESS sponsorship, meaning your shares are held in your name—not pooled together with other investors’ holdings. That’s a big plus for safety-conscious traders.
Final Thoughts
So, to sum it up:
Bell Direct is owned by Bell Financial Group (ASX: BFG), one of Australia’s most trusted financial services companies. With a strong parent company and a commitment to transparency, Bell Direct continues to be a go-to choice for Australian investors looking for a robust and reliable trading platform.