Wealthify
#6 in Robo Advisor · Rated 4.2
UK robo-advisor by Aviva with simple, flat-fee plans.
Wealthify is a UK-based robo-advisor that emphasizes a simple, flat-fee model across its core plans. The platform provides a straightforward path for investors to choose risk-aligned portfolios and monitor performance within an app. Wealthify’s pricing and product mix are geared toward accessibility, with a typical annual management fee around 0.60% for standard plans and reduced rates for pension accounts beyond certain balances. Fund expenses are embedded in the overall cost, so investors should consider both the platform fee and the underlying ETF costs. The service is especially appealing to newcomers and those who value a clean, intuitive interface and reliable UK support. The firm’s UK regulatory status and backing by Aviva add to its credibility for everyday savers. ([wealthify.com](https://www.wealthify.com/why-invest/fees?utm_source=openai))
Features
- Flat-rate management style
- UK ISAs and pensions support
- Regular rebalancing and updates
- User-friendly mobile app
- Educational resources and guidance
Pros
- Very accessible for beginners
- Clear pricing with low minimums
- Solid customer support in the UK
Cons
- Higher all-in costs for very small accounts
- Fewer advanced features vs larger international platforms