Our Bottom Line
Wealthify is a robo-advisor platform owned and operated by Aviva. It’s designed to keep investing as simple and as accessible as possible, especially for novice investors.
After opening either a general investment account or a Stocks and Shares ISA, investors are presented with the choice between five pre-built portfolios, each with their own exposure to risk, as well as opting for ethical investing variants.
The platform’s ease of use and low minimum investment requirements make it an ideal pick for investors preferring a hands-off approach to building wealth. However, limited control and a lack of advanced trading tools might deter more experienced investors.
Nevertheless, the Wealthify platform is backed by Aviva, who also decide which funds and global investments make their way into the pre-built portfolios. Apart from adding a layer of credibility, investors also gain access to professional-grade portfolio management at a fraction of the cost compared to traditional wealth managers.
Pros & Cons
Here’s what we like the most about the Wealthify platform:
- Fully managed pre-built portfolios based on risk appetite.
- Support for ethical ESG alternative portfolios.
- Backed by Aviva, a reputable FTSE 100 company.
- Simple and jargon-free platform.
- Regular publishing of financial and educational content.
- Fully automated investment platform.
- Low cost relative to alternative platforms.
However, there are also some downsides:
- No DIY investing option or ability to pick individual stocks.
- Customisation of portfolios is limited beyond risk profile and ethics.
- Lack of detailed performance analytics and reporting.
- Lack of transparency regarding foreign exchange exposure.
Key Features and Services
Wealthify’s platform is largely stripped back, only providing the bare minimum features needed to build wealth. But with all investment decisions made by Aviva, this can lead to a highly efficient investing experience for passive investors.
- Managed portfolios – Choose between Cautious, Tentative, Confident, Ambitious, and Adventurous risk profiles to tailor to your own risk tolerance and financial objectives.
- Ethical investing – Select ethical variants of pre-built portfolios to only invest in shares and funds that have high ESG scores.
- Low Minimums – After an account has been set up, you can start investing with as little as £1.
- Automated contributions – You can set up automatic monthly deposits to a Wealthify investment account to build financial discipline.
- Simple onboarding – After completing the account creation process, all investors have to do is set their risk level and time horizon, and the rest is handled by Wealthify.
- Automated rebalancing – Investment portfolios are automatically rebalanced, requiring no input from the investor.
- Blog and insights – Receive monthly market commentary and updates along with explainers to help new investors learn.
Fees and Trading Costs in 2025
Wealthify offers reasonable and transparent pricing. However, fees can vary depending on account type and investment selection.
- Management fee – A 0.6% of investment value annual fee that is deducted monthly. This fee drops to 0.3% for a Wealthify Personal Pension account for any value beyond £100,000.
- Fund costs – Since investors are investing in a collection of funds, these incur their own set of fees that have to be paid. These fees can vary depending on the composition of each portfolio and have historically sat at around 0.16% for original plans and 0.7% for ethical plans.
- Transaction costs – None. These are included as part of the Fund costs.
- Foreign exchange – None. These are included as part of the Fund costs.
- Withdrawal fee – None.
- Deposit fee – None.
- Transfer fee – None.
- Account closure fee – None.
Wealthify Requirements
- Minimum opening amount – There is a different level of minimum initial deposit needed depending on the account type.
- Junior ISA – £1.
- Stocks and Shares ISA – £500.
- Self-Invested Personal Pension – £500.
- General Investment Account – £1,000.
- Minimum top-up – After the initial opening amount, the minimum top-up amount is £1. The sole exception is for Personal Pensions, which require a minimum top-up of £50.
- Eligibility – Wealthify is only available to UK tax residents aged 18+ with a National Insurance Number and a valid UK bank account.
- Account opening time – Account creation typically takes a few minutes. However, you may be required to validate your identification, which can create delays.
Platform and App Experience in 2025
Wealthify delivers a slick and simple experience across both its mobile and desktop platforms. The dashboard offers a clear visual of performance, contributions, and, more excitingly, projections. Although it’s important to remember that forecasts are never set in stone.
The limited selection of pre-built portfolios is quite restrictive. But for investors who don’t want or need a high level of control, this isn’t a major issue. And with around 15 funds contained inside each portfolio offering, investors can relax knowing that regardless of their choices, they will always be globally diversified.
On the research front, Wealthify doesn’t provide a ton of material. Given that all investments are chosen and managed for you, that’s not a major surprise. And it’s likely that passive investors simply don’t need this extra level of detail. But for those seeking to take on a more active approach in the future, this platform likely isn’t going to be of major help.
Having said that, Wealthify does publish its monthly market update blog, which can give some handy insights into the state of the market.
Notifications are mostly executed via email. And while customer support is responsive, live chat is currently only available through its website rather than a mobile app. However, the platform does have a helpdesk that you can call from Monday to Friday between 8.00am and 5.30pm.
Is Wealthify Right For You?
All things considered, Wealthify seems to be best suited towards beginner investors who are just getting started and want to take a passive approach to their wealth-building journey. There are cheaper robo-advisor services available, but few have the backing of a large financial institution like Aviva. And the addition of ethical investing options is also a niche feature, unsupported by many other platforms.
However, for investors seeking a more active approach and wanting to pick stocks directly, Wealthify is a poor fit. The platform’s restrictive investment options and lack of advanced trading tools make active investing simply not possible. This is further compounded by the lack of research materials to help guide investors towards promising investment opportunities.
For investors looking for a straightforward way to invest
Wealthify Stocks and Shares ISA *
| Account Management Fee | 0.6% |
- Pros & Cons
- Fees & Charges
Pros
- Fully managed pre-built portfolios based on risk appetite.
- Support for ethical ESG alternative portfolios.
- Backed by Aviva, a reputable FTSE 100 company.
- Simple and jargon-free platform.
- Regular publishing of financial and educational content.
- Fully automated investment platform.
- Low cost relative to alternative platforms.
Cons
- No DIY investing option or ability to pick individual stocks.
- Customisation of portfolios is limited beyond risk profile and ethics.
- Lack of detailed performance analytics and reporting.
- Lack of transparency regarding foreign exchange exposure.
- Management fee – A 0.6% of investment value annual fee that is deducted monthly. This fee drops to 0.3% for a Wealthify Personal Pension account for any value beyond £100,000.
- Fund costs – Since investors are investing in a collection of funds, these incur their own set of fees that have to be paid. These fees can vary depending on the composition of each portfolio and have historically sat at around 0.16% for original plans and 0.7% for ethical plans.
- Transaction costs – None. These are included as part of the Fund costs.
- Foreign exchange – None. These are included as part of the Fund costs.
- Withdrawal fee – None.
- Deposit fee – None.
- Transfer fee – None.
- Account closure fee – None.
Frequently Asked Questions
Can I trust Wealthify with my money?
Yes. Both Wealthify and its partners are regulated by the Financial Conduct Authority (FCA). Its investment products, including the Stocks and Shares ISA, Junior ISA, General Investment Accounts, and Self-Invested Personal Pensions, are all operated and managed under the FCA’s Client Asset Rules.
This also means that the first £85,000 of any money invested is protected under the Financial Services Compensation Scheme in the event of an insolvency. However, it’s important to remember that this does not protect investors from investment losses.
How does Wealthify make money?
Wealthify makes money from a combination of account management fees and transaction & fund management fees. As of December 2024, Wealthify’s account management fee is 0.6% of a portfolio’s value per year. Therefore, a £100,000 portfolio would incur £600 in annual expenses.
The fees related to transactions and funds vary depending on investor activity. However, on average, Wealthify has estimated a 0.16% annual fee for normal investing and 0.7% for ethical investing. However, these figures will be different depending on the contents of an investor’s portfolio.
Who owns Wealthify?
Wealthify operates as an independent business. However, it is owned entirely by Aviva – one of the UK’s largest general insurance and pension provider.
Alternatives to consider
If you’re looking for an easy-to-use platform that also provides pre-made portfolios, some other options include: