Assessment
Wealthify is used by UK savers who want a low-effort, ready-made portfolio instead of picking investments themselves. It has more than 100,000 customers, and its best use cases are a stocks and shares ISA, a Junior ISA, a personal pension, and an easy access cash ISA. Its 0.6% yearly fee plus about 0.14% in fund costs puts it at the low to middle end of UK managed portfolios, and its main competitors are Moneyfarm, J.P. Morgan Personal Investing, Chip, and Plum.
Wealthify was founded in May 2014, gained Financial Conduct Authority authorization in October 2015, and launched in April 2016. Aviva backed it in October 2017 and has owned all of it since June 2020. Richard Ambrose, formerly chief executive of the money transfer firm Azimo, became chief executive in July 2024.
It fits a saver who wants simple Original or Ethical plans with low fees and a large insurer as owner. It is a weaker fit for someone who wants to choose individual shares or wants personal advice.
Rating by criterion
We score each of the eight criteria out of 100.
Sector criteria
Use it for core UK wrappers. It offers a stocks and shares ISA, Junior ISA, personal pension, general investment plan, and an easy access cash ISA.
Compare Original and Ethical plans before you pick. Fund and trading costs run about 0.14% a year for Original plans and 0.46% for Ethical plans.
Let family pay into a Junior ISA. Relatives can contribute directly, up to about $12,060 a year for each child.
Rely on a large owner. Wealthify is wholly owned by Aviva, and its cash ISA deposits are held with ClearBank.
Vendor criteria
Use the cash ISA for savings. It paid 3.35% AER (variable) with a minimum deposit of about $1,340.
Start online with no setup cost. Deposits, withdrawals, and transfers are free.
Use its posted fees to compare. The annual fee is 0.6%, falling to 0.3% on the part of a personal pension over about $134,000.
Leave when you need to. Wealthify does not charge you to close a plan or transfer out.
Against its peers
These are the other companies in wealth and brokerage platforms, with their ratings.
User comments
We read Wealthify’s fee page and home page to see what buyers value, and set them against the main limit a buyer meets.
- Upside
- Downside
Where customer reviews couldn't be found, our analysts attempted to give a voice to buyer sentiment, drawing on real information from review sites, forums and product documentation.
Based on: Wealthify, fees; Wealthify home page.
Fact file
| Owner | Aviva, since June 2020 |
|---|---|
| Chief executive | Richard Ambrose, since July 2024 |
| Customers | More than 100,000 |
| Annual fee | 0.6% |
| Fund and trading costs | About 0.14% Original, 0.46% Ethical |
| Founded | May 2014 |
Competitive landscape
UK digital wealth managers a saver would compare with Wealthify.
Wealthify: 76
Comparisons
Key leadership
Richard Ambrose became chief executive of Wealthify in July 2024. He earlier ran the money transfer company Azimo and spent six years at PayPal.
How this review was created
This profile gives our own assessment of Wealthify to companies selecting a Wealth & brokerage platforms provider. The Fintech Index receives nothing for featuring a firm, for sponsorship, or for advertising, and Wealthify gave us no payment for the profile.
The rating equals the average of eight criteria, with every criterion running from 0 to 100. Four address buyer needs in this sector, and four address the company together with its commercial terms.
Ratings are our editorial judgment, made from public information: pricing and legal pages, product documentation, compliance disclosures, public reviews and filings. Fact-checking took place on November 4, 2026. Figures reported in pounds were converted to US dollars at the Federal Reserve H.10 rate of $1.3398 per pound on October 30, 2026.
Source pages
- Wealthify home page: https://www.wealthify.com/ (As of November 4, 2026)
- Wealthify, about us: https://www.wealthify.com/about-us (As of November 4, 2026)
- Wealthify, fees: https://www.wealthify.com/why-invest/fees (As of November 4, 2026)
- FinTech Futures, July 29, 2024: https://www.fintechfutures.com/wealthtech/wealthify-names-former-azimo-chief-richard-ambrose-as-new-ceo-as-andy-russell-steps-down (As of November 4, 2026)