Nutmeg

Name

Nutmeg

Legal name

J.P. Morgan Personal Investing Limited

Website

https://nutmeg.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Digital Wealth Management

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Direct-to-Consumer Robo-Advisors (Retail Automated Portfolios) (FSAGAEAA)

akta.pro secondary industries

Digital Brokerage & Self-Directed Investing Platforms (FSAGAEAC), Full-Service Retail Brokerage & Wealth Platforms (FSAAAAAA), Discretionary Portfolio Management (Retail) (FSAAAAAH)

Keywords

• Digital wealth management
• Robo-advisory investing
• Stocks and shares ISA
• Self-invested personal pension
• Discretionary portfolio management

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Assets Under Management (AUM) Fees: Revenue generated from management fees charged on client assets invested through the platform. The platform manages portfolios for ISAs, Personal Pensions, Lifetime ISAs, Junior ISAs, and General Investment Accounts.
2. Financial Advice Services: Paid bespoke financial advice services providing personalized financial plans to clients. This is a completely bespoke service based on the company's products and services.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Nutmeg is a UK digital investment platform that builds and manages portfolios for retail customers, offering both fully managed and self-directed investment options inside tax-efficient wrappers including Stocks & Shares ISA, Junior ISA, Lifetime ISA, Self-Invested Personal Pension (SIPP), and General Investment Account (GIA). Portfolios are constructed using a range of strategies (fully managed, smart alpha, fixed allocation, socially responsible, thematic, income) and the service is augmented by free financial guidance and paid-for personal financial advice.

Product overview

Nutmeg, now operating as J.P. Morgan Personal Investing, is a digital wealth management platform offering a comprehensive suite of investment products and financial services. The core offering centers on tax-efficient investment vehicles (Stocks & Shares ISA, Lifetime ISA, Junior ISA, Personal Pension, General Investment Account) paired with professionally managed investment strategies (Fully Managed, Smart Alpha, Socially Responsible Investing, Thematic Investing, Fixed Allocation, and Income Investing portfolios). The platform provides a spectrum of service levels from self-directed DIY investing to managed portfolios with expert oversight, supplemented by free financial guidance and paid bespoke financial advice services. Additional offerings include wealth management for high-net-worth clients, financial planning tools, and a mobile app. The platform operates under J.P. Morgan's 150-year heritage and offers award-winning investing services to approximately 275,000 customers.

Differentiator

Problem solved

Functional benefit

Products and services

• Stocks and Shares ISA
• Junior ISA (JISA) A long-term, tax-efficient savings account held in a child's name that invests in Nutmeg's portfolio strategies on behalf of UK-resident children. For parents/guardians saving on behalf of minors.
• Lifetime ISA (LISA) A UK Lifetime ISA wrapper that combines a government bonus with Nutmeg's investment portfolios, available to eligible UK adults saving for a first home or for retirement.
• Self-Invested Personal Pension (SIPP) / Personal Pension A UK personal pension / SIPP wrapper that holds Nutmeg's investment portfolios with tax relief on contributions, supporting retirement saving for UK individuals.
• General Investment Account (GIA) A flexible, non-tax-wrapper investment account that lets customers invest in Nutmeg's portfolio strategies without ISA or pension contribution limits, for UK individual investors who have used their allowances or are not eligible.
• Fully Managed Portfolios A discretionary managed portfolio service where Nutmeg's investment team selects, builds, and rebalances a globally diversified multi-asset portfolio matched to the customer's risk profile. For retail customers who want a hands-off investment solution.
• Smart Alpha Portfolios Smart-beta / factor-based managed portfolios that overlay quantitative investment strategies on top of the core multi-asset allocation, for customers seeking enhanced-return or factor-tilted exposure.
• Socially Responsible Investing (SRI) Portfolios Managed portfolios constructed with environmental, social, and governance (ESG) screening and tilts, for retail customers who want values-aligned investing.
• Thematic Investing Portfolios Managed portfolios that invest around long-term investment themes (e.g., technology, demographics, resource scarcity), for retail customers seeking targeted thematic exposure.
• Fixed Allocation Portfolios
• Income Investing Portfolios Managed portfolios designed to deliver a regular income stream through dividends and bond coupons, for retirees or income-seeking retail customers.
• Financial Advice A paid, one-off personal financial advice service delivered by Nutmeg's regulated advisers covering areas such as retirement, inheritance tax, and portfolio structuring, for customers needing tailored guidance beyond the self-serve platform.
• Free Financial Guidance
• Wealth Management

Quantifiable outcome

• Approximately 275,000 customers served in the UK market

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Hargreaves Lansdown: The largest UK direct-to-consumer investment platform, offering ISAs, SIPPs, and funds to retail investors. Highly comparable to Nutmeg in product set and target customer, but operates as a broad incumbent with much larger AUM and an established self-directed trading model.
• Vanguard UK: UK retail arm of Vanguard offering low-cost ISAs, SIPPs, and a broad fund range to UK retail investors. Comparable to Nutmeg in target market and ISA/pension wrappers, but competes on low fees and passive-only product set rather than managed robo-advice.
• Charles Schwab: US retail wealth platform offering brokerage accounts, managed portfolios, and retirement accounts. Comparable to Nutmeg as a multi-channel retail wealth platform spanning self-directed and managed offerings, though at much larger scale and with US product set.

Direct peers

• AJ Bell: UK retail investment platform offering ISAs, SIPPs, and a wide range of investment options including ready-made portfolios. Direct competitor to Nutmeg in the UK mass-affluent DIY and managed portfolio segment, with overlapping ISA and pension wrappers.
• Interactive Investor: UK flat-fee investment platform serving retail investors with ISAs, SIPPs, and trading accounts. Direct competitor to Nutmeg in UK retail investment, differentiated by a flat-fee pricing model versus Nutmeg's AUM-based fee structure.
• Moneyfarm: UK and Europe-based digital wealth manager offering managed portfolios, ISAs, and pensions to retail investors. Closely comparable to Nutmeg in its robo-advisor heritage, managed portfolio offering, and tax-wrapper product set.
• Betterment: US digital wealth manager and pioneer of the robo-advisor model. Closely comparable to Nutmeg in its direct-to-consumer robo-advisory heritage, AUM-fee revenue model, and managed portfolio offering for retail investors.

Emerging players

• Moneybox: UK app-based investment and savings platform offering ISAs, pensions, and general investment accounts with a strong round-up and micro-investing proposition. Comparable to Nutmeg as a digital-first UK retail investment platform targeting younger investors.
• Wealthsimple: Canadian digital wealth manager offering robo-advisory portfolios, ISAs-equivalent accounts, and a trading platform. Comparable to Nutmeg as a digitally-native, mass-affluent wealth management platform with managed portfolios and a hybrid self-serve/advisory model.
• InvestEngine: UK ETF-focused investment platform offering ISAs and general investment accounts with low-cost passive portfolios. Comparable to Nutmeg in the UK retail investment space, particularly competing in the low-cost passive and managed portfolio segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/thenutmegteam
• Facebookfacebook.com/TheNutmegTeam
• LinkedInlinkedin.com/company/2260443

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds8 records

Investors11 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Nutmeg