What Wealthify does

Wealthify is a UK-based digital wealth management platform that operates a robo-advisory model serving retail investors across multiple tax-efficient wrappers. Founded and launched in 2016 and wholly owned by Aviva, the company offers Stocks and Shares ISAs, Junior ISAs, Self-Invested Personal Pensions (SIPPs), and General Investment Accounts, alongside ClearBank-powered Instant Access Savings and Cash ISA products. Customers select one of five risk-based investment styles (Cautious through Adventurous) and one of two themes (Original or Ethical); the platform then constructs and continuously manages a diversified portfolio on the customer's behalf, with automated quarterly and drift-triggered rebalancing, mobile and web access via an app with biometric authentication, and UK-based customer support.

The underlying platform architecture combines passive and actively managed fund exposures delivered through a small set of best-in-class ethical and traditional fund providers, with the investment team performing ongoing style optimisation. Custody for SIPP assets is provided by Embark Investment Services, while banking infrastructure for the savings and Cash ISA products is delivered via ClearBank under a white-label arrangement, enabling Wealthify to extend into cash products without taking on banking licence costs. All investment assets are held under FCA CASS rules with FSCS protection up to £85,000, and savings deposits are FSCS-protected up to £120,000 through ClearBank.

Wealthify's business model is a recurring, AUM-linked fee structure. The platform charges a 0.6% p.a. management fee billed monthly, plus average fund and trading charges of 0.15% (Original) and 0.58% (Ethical), with a reduced 0.3% platform fee on pension balances above £100,000. Acquisition is entirely digital and direct-to-consumer, relying on content marketing, SEO, email, Trustpilot social proof, and a Refer-a-Friend programme to reach a customer base of 140,000+ UK retail investors. The company is FCA-authorised (No. 662530), is registered in England and Wales, and has won over 60 industry and customer awards since 2016 across robo-advisor, customer service, ISA, and pension categories.

Name

Wealthify

Legal name

Wealthify Limited

Website

https://wealthify.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

Wealthify is a UK digital wealth management platform that builds and manages diversified investment portfolios for retail investors across ISA, Junior ISA, SIPP, and savings wrappers, serving 140,000+ customers under a 0.6% AUM-based fee model.

Ownership category

akta.pro rank

Product category

Digital Wealth Management

NAICS

Portfolio Management and Investment Advice (52394), Portfolio Management and Investment Advice (523940), Funds, Trusts, and Other Financial Vehicles (525)

SIC

Investment Advice (6282)

akta.pro primary industry

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

akta.pro secondary industries

Automated Rebalancing, Tax-Loss Harvesting & Tax-Optimized Investing Tools (FSAGAEAE), Digital/Hybrid Robo-Wealth & Retirement Advisory (FSAEABAK), Retirement & Pension Wealth (401(k)/IRA/SIPP/Superannuation Retail) (FSAAAAAJ)

Keywords

• Robo-advisor services
• Managed investment platforms
• Stocks and shares ISA
• Self-invested personal pensions
• Digital wealth management

Headquarters

HQ city

Vale of Glamorgan

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Investment Management Fees: Annual management fee of 0.6% charged monthly based on the value of investments under management. This is the primary revenue stream from managed investment accounts.
2. Fund and Trading Charges: Average fund and trading fees of approximately 0.15% p.a. for Original Plans and 0.58% p.a. for Ethical Plans, passed through from fund providers
3. Savings Account Interest Spread: Savings accounts powered by ClearBank earn variable interest that tracks Bank of England base rate minus a margin (currently 0.45%)

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Wealthify is a UK digital wealth management platform that builds and manages diversified investment portfolios on behalf of retail customers through a robo-advisory model. It offers tax-wrapped investment products (Stocks and Shares ISA, Junior ISA, Self-Invested Personal Pension, General Investment Account) and savings products (Instant Access Savings Account, Cash ISA) across five risk-based investment styles and two themes (Original and Ethical), with automated portfolio rebalancing handled by its in-house investment team.

Product overview

Wealthify is a UK-based digital wealth management platform offering a suite of managed investment and savings products designed for retail investors. The platform operates on a robo-advisory model where investment experts build and manage portfolios, eliminating the need for customers to actively trade or research markets. The core product portfolio includes three main account types: (1) Investment products consisting of a Stocks and Shares ISA, General Investment Account, Self-Invested Personal Pension (SIPP), and Junior Stocks and Shares ISA; (2) Savings products including an Instant Access Savings Account and Cash ISA, both powered by banking partner ClearBank; and (3) Transfer services for pension and ISA consolidation. All investment products offer five risk-based investment styles (Cautious, Tentative, Confident, Ambitious, Adventurous) and two investment themes (Original and Ethical), with automated portfolio management, quarterly rebalancing, and ongoing optimization by the investment team. The platform is backed by Aviva, one of the UK's largest financial services institutions, and serves over 140,000 customers. Key differentiators include low management fees (0.6% p.a.), flexible ISA features allowing withdrawals to be replaced within the same tax year, and a mobile app with biometric security. The company launched in 2016 and has won over 60 awards including Best Robo Adviser Provider, Best Personal Finance Online Service, and Best for Customer Service.

Differentiator

Problem solved

Functional benefit

Products and services

• Stocks and Shares ISA A flexible, tax-efficient individual savings account allowing UK residents to invest up to £20,000 annually with no capital gains or income tax on growth. Customers choose from five investment styles (Cautious to Adventurous) and Original or Ethical themes, with Wealthify's investment team managing the portfolio; withdrawals can be replaced within the same tax year.
• Self-Invested Personal Pension (SIPP) A self-invested personal pension that allows customers to consolidate previous workplace pensions into one managed pot with tax-free growth, automatic 25% government top-up on contributions, and reduced platform fees (0.3% p.a.) for balances over £100,000.
• Junior Stocks and Shares ISA A tax-efficient investment account for children under 18 allowing up to £9,000 annually to be invested with no tax on growth; family and friends can contribute directly and existing Junior Cash ISAs or Child Trust Funds can be transferred in.
• General Investment Account A general investment account for customers who have exhausted their annual ISA allowance and want to continue investing without contribution limits, using the same five investment styles and Original or Ethical themes; does not offer ISA tax benefits.
• Instant Access Savings Account A variable-rate savings account powered by ClearBank offering 3.35% AER interest paid monthly, with a £1,000 minimum deposit, no upper limit, and instant access to funds; interest rate tracks Bank of England base rate minus a 0.45% margin.
• Cash ISA A tax-free cash savings account powered by ClearBank allowing UK residents to save up to £20,000 annually with no tax on interest earned; variable interest of 3.35% AER paid monthly with instant access and no withdrawal penalties.
• Pension Transfer A service allowing customers to transfer existing workplace or personal pensions into a Wealthify Self-Invested Personal Pension, consolidating multiple pension pots into a single managed account.
• Pension Consolidation A service to combine multiple old or lost pensions into a single Wealthify SIPP, using pension tracing to locate forgotten pots and simplifying ongoing pension management.
• ISA Transfer A free service enabling customers to transfer existing Cash ISAs or Stocks and Shares ISAs from other providers into Wealthify, supporting both full and partial transfers while preserving tax-free benefits; transfer times are approximately 15 days for Cash ISAs and 20 days for Stocks and Shares ISAs.
• Ethical Investments An investment theme available across Stocks and Shares ISA, SIPP, Junior ISA, and General Investment Account that invests in organizations committed to positive environmental, social, and governance (ESG) impact; actively screens out gambling, tobacco, weapons, and adult entertainment.
• Child Trust Fund and Junior ISA Transfer A service to transfer existing Child Trust Funds or Junior Cash/Stocks and Shares ISAs from other providers into a Wealthify Junior Stocks and Shares ISA, consolidating children's savings into one tax-efficient managed account.

Quantifiable outcome

• Fee savings: 0.6% management fee + 0.15% fund charges = 0.75% total for Original Plans, lower than many competitors
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability2 records

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• ClearBankcoreStrategic or Co-development PartnerWealthify, in collaboration with ClearBank, provides Instant Access Savings Account and Cash ISA products. Wealthify handles day-to-day servicing and customer support while ClearBank provides the underlying banking infrastructure and account services. All eligible deposits are protected under FSCS up to £120,000 per person.
• Embark Investment Services LimitedcoreStrategic or Co-development PartnerTrusted custodian for Self-Invested Personal Pension (SIPP) assets. Embark holds pension assets separately from Wealthify, providing up to £85,000 in FSCS protection in the unlikely event of insolvency.

Scale indicators8 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Nutmeg: UK direct-to-consumer robo-advisor offering stocks & shares ISAs, pensions, and general investment accounts with risk-based portfolios — the closest head-to-head competitor to Wealthify in the UK retail mass-affluent segment.
• Moneyfarm: UK and Italy-based robo-advisor offering managed ISA, SIPP, and GIA portfolios with risk-graded strategies — directly comparable to Wealthify on product set, target customer, and discretionary managed-portfolio business model.
• Moneybox: UK app-first investment, savings, and pension platform targeting similar mass-affluent retail investors with ISA wrappers, round-up investing, and a managed SIPP — overlapping substantially with Wealthify's mobile-led, low-minimum positioning.
• Bestinvest: UK investment platform offering managed portfolios and ISAs/SIPPs to retail investors; comparable to Wealthify on managed-portfolio service and ISA/SIPP product set, with a longer operating history.
• InvestEngine: UK robo-advisor and ETF platform offering managed and self-directed ISA/SIPP wrappers — competes with Wealthify in the low-cost automated portfolio category.

Broad incumbents

• Hargreaves Lansdown: Largest UK direct retail investment platform offering ISAs, SIPPs, and funds across both DIY and managed propositions — a broader incumbent that competes with Wealthify for the same UK retail investor wallet, particularly in ISA and pension flows.
• AJ Bell: Major UK investment platform with Youinvest and SIPP offerings, competing with Wealthify on Stocks & Shares ISAs and self-invested pensions for retail customers who want platform access.
• Vanguard UK: Global passive-investing giant offering low-cost ISAs and SIPPs to UK retail — sets the price floor that constrains Wealthify's fee room and competes for the same target customer through passive ETFs.

Emerging players

• PensionBee: UK pension consolidation specialist offering a managed SIPP with simple model portfolios — a focused emerging player that overlaps with Wealthify's pension consolidation/transfer proposition.
• Chip: UK savings and investing app extending into ISAs and investments — adjacent competitor pursuing the same digital-first UK mass-affluent retail customer with low-entry savings and investment wrappers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/wealthify_com

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds4 records

Investors3 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 Wealthify