Fidelity Wealth: Case Study

Fidelity Wealth: Case Study


The Fidelity Wealth Service targets self-directed mass affluent customers with over £100,000 to invest who are comfortable conducting most of their investment activities online.


  • Understand the Fidelity Wealth Service proposition and what it offers to mass affluent customers.
  • Find out which features of the Fidelity Wealth Service offering make it attractive to the mass affluent.
  • Discover how to target and attract self-directed mass affluent investors.
Reasons To Buy
  • How should you position investment guidance to respond to the specific needs of the mass affluent?
  • How does Fidelity Wealth target digitally savvy self-directed investors?
  • What are the key elements to a successful mass affluent investor proposition?
Key Highlights

The mass affluent are a great source of new clients as many are still adding to their portfolios.

Fidelity has chosen to offer information and guidance on investments, as opposed to investment advice. This demonstrates the intention to provide unregulated investment information rather than personalized and regulated investment recommendations.

  • Executive Summary
    • Key findings
    • Critical success factors
  • Fidelity Wealth: Mass Affluent Targeting Strategy
    • The mass affluent offer significant potential for wealth managers
      • Mass affluent customers offer an evenly distributed earnings opportunity
    • Fidelity Wealth targets the higher end of the mass affluent segment
      • Fidelity has been innovative with its asset thresholds
      • Much mass affluent wealth is held in deposits
    • Fidelity Wealth targets the self-directed mass-affluent investor
      • Fidelity's guidance rather than advice approach keeps it in the unregulated generic advice sphere
      • Fidelity Wealth offers "guidance" rather than "advice"
      • Wealth Service clients get access to a range of services for a flat fee
    • Fidelity Wealth covers a range of products and services
      • The investment guidance service bridges the gap between advisory and execution-only
      • Fidelity's investment guidance service is centered around a four-speed proposition
      • Clients can bring their ISAs and SIPPs to Fidelity
      • A range of offshore funds are available with a minimum investment of £1,000
      • Clients can trade stocks though the ShareNetwork platform
    • The mass affluent are engaged and technically-savvy investors
      • Mass affluent investors are comfortable with digital channels
      • Mass affluent investors monitor their investments more actively than other retail investors
      • Fidelity Wealth does not offer content as dynamic and insightful as the general Fidelity website
  • Appendix
    • Abbreviations and acronyms
    • Definitions
      • Affluent
      • HNW
      • Liquid assets
      • Mass affluent
      • Mutual funds
    • Methodology
      • Verdict Financial's 2013.14 FSCI Survey
      • Verdict Financial's 2014 Global Wealth Managers Survey
    • Bibliography
    • Further reading

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