Wealthify

Wealthify's fee structure has two components:

• Management fee: 0.60% per year on balances up to £100,000 (drops to 0.30% on the portion above £100,000)
• Underlying fund costs: Approximately 0.15% per year for Original plans, or 0.58% for Ethical plans

So the total cost for an Original plan is around 0.75% per year, and roughly 1.18% for an Ethical plan. On a £20,000 portfolio, that's £150 per year for Original or £236 for Ethical.

To put that in context:

• Vanguard LifeStrategy funds cost about 0.22% all-in on a 0.15% platform
• A Dodl by AJ Bell ready-made portfolio costs roughly 0.35% total
• Nutmeg charges 0.75% management plus fund costs — similar to Wealthify

The fee drops on balances over £100,000 — applying to all account types including ISAs, SIPPs, and GIAs. There's no reduction below that threshold.

On the positive side, there are no charges for deposits, withdrawals, transfers, or closing your account. Monthly fees are deducted automatically from your investment balance.

The current ISA allowance is £20,000 per tax year. For the latest ISA allowance rules, see our ISA guide. Contributions to a SIPP attract tax relief at your marginal rate, up to £60,000 per year.

Wealthify also offers Cash ISA and Instant Access Savings accounts at 3.35% AER variable with no management fees — see the savings accounts section for how these compare to the wider market.

Wealthify offers six account types — more variety than most robo-advisors:

• Stocks & Shares ISA — £20,000 annual allowance, flexible (withdraw and replace in same tax year). See our ISA comparison guide for how Wealthify stacks up.
• Self-Invested Personal Pension (SIPP) — Up to £60,000 annual contributions with tax relief, managed by Embark Investment Services Limited. Reduced fees on balances over £100,000.
• Junior ISA — £9,000 annual allowance, family and friends can contribute directly. Minimum deposit £500.
• General Investment Account — No contribution limits, no tax benefits. Minimum deposit £1,000.
• Easy Access Cash ISA — 3.35% AER / 3.30% tax-free p.a. (variable), flexible, no management fees.
• Instant Access Savings Account — 3.35% AER / 3.30% gross p.a. (variable), tracks the Bank of England base rate minus 0.45%.

Minimum deposits are £1,000 for ISA, SIPP, and GIA, and £500 for the Junior ISA. Subsequent top-ups from £1 (investment accounts) or £50 (pension).

The investment approach is fully managed. You choose one of five risk levels — Cautious, Tentative, Confident, Ambitious, or Adventurous — and optionally select Ethical investing.

Each plan holds up to 20 investment funds from providers like BlackRock, Vanguard, and Liontrust. The investment team actively rebalances portfolios using a blend of active and passive funds. You don't pick any individual investments — Wealthify handles everything.

Ethical plans exclude tobacco, gambling, controversial weapons, and adult entertainment (with a 10% tolerance threshold). The ethical fund providers include Liontrust, Royal London, Stewart Investors, and Brown Advisory — all signatories to the UN Principles of Responsible Investing.

Wealthify publishes performance data after all fees. Here's how the Original plans performed in recent years:

• 2022: Cautious -11.19%, Tentative N/A, Confident -10.33%, Ambitious N/A, Adventurous -9.14%
• 2023: Cautious 4.65%, Confident 7.76%, Adventurous 11.35%
• 2024: Cautious 1.05%, Confident 6.09%, Adventurous 12.27%
• 2025 (full year, after fees): Cautious 6.08%, Tentative 8.02%, Confident 9.93%, Ambitious 11.58%, Adventurous 12.95%

The 2025 figures covering all five plan levels show a strong year across the board — the Adventurous plan returned 12.95% after fees, while even the Cautious plan returned 6.08%, well ahead of the 3.35% available on the Cash ISA.

The Ethical plans have generally underperformed their Original equivalents. The higher fund costs (0.58% vs 0.15%) compound this gap over time.

These returns are reasonable but not exceptional. A simple Vanguard LifeStrategy 80% fund returned roughly 8% in 2024 at a fraction of the cost. The convenience of full management comes at a price in long-term compound returns.

Past performance is not a reliable indicator of future results.

Wealthify is designed for people who want investing to happen without their active involvement.

It's a good fit if:

• You don't want to choose investments — genuinely hands-off, no fund research, no rebalancing decisions
• You want ethical investing without doing the screening work yourself — Wealthify's ethical plans are well-constructed with reputable fund managers
• You're consolidating old pensions — the SIPP with reduced fees at £100,000+ and free transfers makes this straightforward. See our pensions guide for more.
• You want a Junior ISA where family can contribute — grandparents can pay in directly, with a low £500 minimum
• You prefer an Aviva-backed company — with over 325 years of heritage, the security of a major financial institution behind the platform
• You want a cashback boost — new customers depositing or transferring £5,000+ qualify for £50–£1,000 cashback (offer extended to 31 May 2026)

It's not for you if:

• You're cost-conscious — 0.60% management plus fund costs is expensive compared to DIY options. Over 20 years, that fee difference compounds significantly
• You want to pick your own investments — Wealthify is fully managed with no DIY option whatsoever
• You want a Lifetime ISA — Wealthify doesn't offer one
• You're comfortable choosing a ready-made portfolio on a cheaper platform like Vanguard or Dodl — you'll get a similar outcome at roughly half the cost
• The £1,000 minimum deposit is too high — some platforms let you start from £1

For a broader comparison, see our ISA platform comparison.

Against other robo-advisors and managed investment services:

• vs Nutmeg: Very similar model and pricing. Nutmeg charges 0.75% for managed portfolios (dropping to 0.35% for fixed allocation). Nutmeg offers more portfolio styles and a Lifetime ISA. Wealthify has a Junior ISA, cash savings accounts, and the Aviva backing.
• vs Moneybox: Moneybox charges 0.45% plus £1/month — cheaper overall. Moneybox also has a LISA and round-ups for savings. But Wealthify offers more risk levels and a stronger ethical investing proposition.
• vs Vanguard LifeStrategy: Not a robo-advisor, but a single fund that achieves a similar outcome. At around 0.37% total cost (0.15% platform + 0.22% fund), it's roughly half the price of Wealthify. The trade-off is you need to choose the fund yourself.
• vs Dodl by AJ Bell: Dodl charges 0.15% plus ~0.20% fund costs — significantly cheaper. You'd need to pick from their curated range, but AJ Bell's ready-made portfolios work similarly to Wealthify's managed approach.
• vs InvestEngine: InvestEngine offers fully managed portfolios at 0.25% with no fund charges on their managed ETF range — substantially cheaper than Wealthify for a similar service.

Wealthify's current cashback offer of £50–£1,000 for deposits of £5,000+ (offer extended to 31 May 2026) partly offsets the fee gap for new customers. Check wealthify.com for current terms.

Wealthify is authorised and regulated by the Financial Conduct Authority (FCA). Your eligible investments are protected up to £85,000 by the Financial Services Compensation Scheme (FSCS).

The platform is wholly owned by Aviva, which has over 325 years of history and is one of the UK's largest financial services companies.

The Wealthify SIPP is managed by Embark Investment Services Limited, itself FCA regulated.

For independent guidance on investment protection, see MoneyHelper's FSCS guide. Cash held in savings accounts and the Easy Access Cash ISA is held with ClearBank, with FSCS protection applying separately up to £85,000 on cash deposits.

Financial disclaimer: Capital at risk. This article is for informational purposes only and does not constitute financial advice. The value of investments can go down as well as up, and you may get back less than you invest. Past performance is not a reliable indicator of future results. Tax treatment depends on individual circumstances and may change. Always do your own research or consult a qualified financial adviser before making investment decisions.