Wealthify Review

Beginner and hands-off UK investors

FCA

Founded 2016 · United Kingdom · Aviva

Why investors choose this broker

Simple flat 0.6% annual management fee
No deposit, withdrawal or transfer fees
Five risk-tiered portfolios from Cautious to Adventurous
Ethical investment plans available at each risk level

Review summary

Wealthify is a UK robo-advisor, owned by Aviva, offering managed investment plans across ISA, JISA, SIPP and general accounts at a 0.6% annual fee.

Pros

Simple flat 0.6% annual management fee
No deposit, withdrawal or transfer fees
Five risk-tiered portfolios from Cautious to Adventurous
Ethical investment plans available at each risk level
FCA regulated and FSCS protected up to £85,000
Backed by Aviva, a major UK insurer
Instant Access Savings Account and Cash ISA also available
Mobile app rated 4.5 out of 5 on Apple App Store

Cons

No self-directed stock or ETF picking
No Lifetime ISA
Minimum £1,000 to open an ISA, pension or general account
Ethical Plans carry higher underlying fund costs (around 0.58% p.a.)
No demo account
Limited investment research and educational resources
Withdrawal processing for investment accounts takes up to 10 working days

Company background

Wealthify launched as a retail robo-advisor in April 2016, headquartered in Penarth, Wales. The platform was designed to make investing accessible to people with little or no prior experience, offering fully managed portfolios with a simple, app-based interface. Aviva, the UK's largest insurance provider, made an initial strategic investment in 2017 and acquired full ownership by June 2020. Wealthify continues to operate independently under the Aviva umbrella, serving retail customers across the United Kingdom.

Since launch, Wealthify has expanded beyond its original Stocks and Shares ISA to include a Junior ISA (2019), a Personal Pension (2020), an Instant Access Savings Account (2024) and a Cash ISA (2024). The platform won Best Robo Advisor at the Good Money Guide Awards in both 2024 and 2025.

Fees and pricing

Wealthify charges a single annual management fee of 0.6% on all investment plans, calculated and charged monthly. For Personal Pensions, the rate reduces to 0.3% on any portion of the balance above £100,000. In addition to the management fee, investors pay underlying fund costs which are taken directly by fund providers and not separately charged by Wealthify: approximately 0.15% per annum for Original Plans and approximately 0.58% per annum for Ethical Plans. Total annual costs are therefore around 0.75% for Original Plans and around 1.18% for Ethical Plans.

Wealthify charges no fees for deposits, withdrawals, account transfers, or plan closures. There is no inactivity fee. The Instant Access Savings Account and Cash ISA products are also offered without any management fee.

Regulation and safety

Wealthify Limited is authorised and regulated by the Financial Conduct Authority under FCA reference number 662530. Client investments are eligible for Financial Services Compensation Scheme (FSCS) protection up to £85,000 per person. Investments held within the Personal Pension are custodied by Embark Investment Services Limited, while savings deposits held with ClearBank are separately eligible for FSCS protection up to £85,000. Wealthify complies with MiFID II requirements including transparent cost disclosure and suitability assessments.

Platform experience

Wealthify's platform is available via a web app and mobile apps for iOS and Android. Before opening an account, customers complete a short suitability questionnaire and select from five risk-based plan styles: Cautious, Tentative, Confident, Ambitious and Adventurous. Each style is available in an Original (passive and active fund mix) or Ethical variant. Accounts can be monitored at any time and include performance reporting and projected return calculations. The platform does not support self-directed stock or ETF trading; all portfolio decisions are made by Wealthify's investment team. Withdrawals are processed within up to 10 working days for investment accounts.

Pros and cons

Wealthify's strengths include its straightforward pricing, absence of transaction fees, FSCS-backed safety, FCA regulation, ethical investment options and the backing of Aviva. The platform is well suited to investors who want a managed, low-effort experience and do not need to select individual securities. The main limitations are the absence of self-directed trading, no Lifetime ISA, a minimum opening investment of £1,000 for most accounts, higher underlying costs on Ethical Plans, and no demo account.

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Trading fees & commissions

Wealthify charges a 0.6% annual management fee on all investment plans, reduced to 0.3% on the portion of a Personal Pension above £100,000. There are no deposit, withdrawal, transfer or inactivity fees.

Fees

Item	Fee
Account	No account opening or closing fee
Custody	Included in management fee
Deposit	Free
Transfer	Free
Fund Costs	Approximately 0.15% p.a. for Original Plans; approximately 0.58% p.a. for Ethical Plans (charged by fund providers)
Inactivity	Free
Management	0.6% per annum (0.3% on Personal Pension balance above £100,000), charged monthly
Withdrawal	Free

Trading platform & features

Platforms

Wealthify Web app
iOS app
Android app

Regulation and investor protection

Wealthify Limited is authorised and regulated by the Financial Conduct Authority (FCA No. 662530). Client investments are eligible for Financial Services Compensation Scheme (FSCS) protection up to £85,000.

Broker FAQs

Is Wealthify safe?

Wealthify is authorised and regulated by the Financial Conduct Authority (FCA No. 662530). Client investments are eligible for FSCS protection up to £85,000, and the company is wholly owned by Aviva, one of the UK's largest insurers.

Is Wealthify a scam?

No. Wealthify is regulated by the FCA, protected by the FSCS and is a wholly owned subsidiary of Aviva. It has been operating as a retail investment platform since 2016.

Is Wealthify regulated and by whom?

Yes. Wealthify Limited is authorised and regulated by the Financial Conduct Authority under reference number 662530.

Does Wealthify keep client funds in segregated accounts?

Wealthify holds client assets separately from its own assets. Investments in its ISA and general accounts are held by Wealthify as custodian, while pension assets are held by Embark Investment Services Limited.

What happens to my money if Wealthify goes bankrupt?

Client investments are eligible for FSCS protection up to £85,000 per person. Savings deposits held with ClearBank are covered by a separate FSCS limit. The FSCS does not cover investment losses from market performance.

What products does Wealthify offer?

Wealthify offers a Stocks and Shares ISA, Junior ISA, Personal Pension (SIPP), General Investment Account, Cash ISA and an Instant Access Savings Account. All investment accounts use managed, risk-tiered portfolios.

Does Wealthify offer an ISA?

Yes. Wealthify offers a Stocks and Shares ISA and a Cash ISA. The Stocks and Shares ISA requires a minimum opening investment of £1,000.

Does Wealthify offer a pension?

Yes. Wealthify offers a Personal Pension (SIPP) with a minimum opening amount of £1,000. The management fee reduces from 0.6% to 0.3% on any portion of the balance above £100,000.

Does Wealthify offer ethical investing?

Yes. Wealthify provides an Ethical investment option at each of its five risk levels. Ethical Plans have higher underlying fund costs of approximately 0.58% per annum compared to around 0.15% for Original Plans.

Can I pick my own stocks or ETFs on Wealthify?

No. Wealthify is a fully managed platform. All investment decisions are made by Wealthify's investment team. It does not support self-directed stock, ETF or other security selection.

What does Wealthify charge for its management fee?

Wealthify charges 0.6% per annum on all investment plan balances, charged monthly. For Personal Pensions, the rate reduces to 0.3% on any balance above £100,000.

Is there a withdrawal fee at Wealthify?

No. Wealthify does not charge fees for withdrawals, deposits or account transfers. Withdrawal processing for investment accounts takes up to 10 working days.

Does Wealthify charge an inactivity fee?

No. Wealthify does not charge an inactivity fee.

Does Wealthify have a demo account?

No. Wealthify does not offer a demo or practice account.

Does Wealthify have a mobile app?

Yes. Wealthify offers mobile apps for iOS and Android. The iOS app is rated 4.5 out of 5 on the Apple App Store.

Is Wealthify good for beginners?

Wealthify is designed for beginner and hands-off investors. It offers a simple onboarding process, pre-built managed portfolios, no trading decisions required and a jargon-free interface. It does not require prior investment knowledge.

Is Wealthify good for long-term investing?

Wealthify offers tax-efficient accounts including a Stocks and Shares ISA and Personal Pension, which are suitable for long-term saving. The managed, diversified portfolios are intended as long-term growth vehicles rather than active trading tools.

Bottom line

Wealthify suits users who want a simple, fully managed investment experience with tax-efficient UK accounts, transparent flat-rate fees and no need to select their own securities. It may not suit users who want to pick individual stocks or ETFs, access a Lifetime ISA, invest with a low opening amount or keep total costs below the 0.75% combined rate for Original Plans.

Wealthify

Beginner and hands-off UK investors

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Your capital is at risk. Other fees apply.