Wealthify

Wealthify is a UK retail investment platform owned by Aviva, launched in 2016 and serving over 130,000 customers. Its proposition is built around managed portfolios for individual savers and investors, not family offices or institutional wealth clients. The platform targets beginners and everyday investors who want professionally managed exposure to public markets without handling investment decisions themselves.

The product range covers:

• Stocks and Shares ISA (up to £20,000 annual allowance, no capital gains or income tax on growth)
• Self-Invested Personal Pension (SIPP), with pension consolidation and a reduced management fee of 0.3% on balances over £100,000
• Junior ISA (up to £9,000 per year per child)
• Easy Access Cash ISA and Instant Access Savings Account (both offered in partnership with ClearBank)

Portfolios span five risk levels from Cautious to Adventurous, and investors choose between Original and Ethical themes. Funds from providers including Vanguard, BlackRock, Fidelity, and Legal and General underpin the portfolios. The platform charges a flat annual management fee of 0.6%, with fund charges averaging approximately 0.15% for Original Plans and 0.58% for Ethical Plans. Technology automates market monitoring and asset selection, while a human investment team handles rebalancing and active oversight.

For a family office professional evaluating vendors on this directory, Wealthify is not a relevant fit. There is no institutional offering, no multi-entity reporting, no alternatives coverage, and no bespoke service for high-net-worth or ultra-high-net-worth clients. The platform is positioned explicitly for mass-market retail investors, and the minimum investment thresholds and fee structure reflect that audience. A family office seeking managed exposure to public markets for a family member’s personal accounts might consider it incidentally, but it addresses none of the operational or investment complexity that defines family office requirements.