Fidelity Go to offer crowd shared benchmark comparison tool
Fidelity’s robo-advisory platform, which has been in customer pilot for the past two months, will soon be ready to go live. Fidelity Go, the company’s digital-first, low-cost offering, delivers personalised news feeds and alerts as well as trading. Users can also access Openfolio Social Benchmarks to compare the performance of their portfolio versus people with similar investments. 

Fidelity Investments is launching its digital wealth management tool, a.k.a. robo-adviser, later this summer, a company spokesman told Bank Innovation today.

The new product, Fidelity Go, has been in customer pilot for the past two months, and, based on customer feedback, will be ready to go live soon.

It’s a completely separate offering from our current tools, and is aimed at our digital-first customers that prefer to stay engaged with us through their devices. It’s low-cost compared to other offerings in the market, and we will be charging 35 to 39 basis points, depending on the account.

That is, Fidelity will charge 35 to 39 basis points of the face value of the transaction. The price varies depending on the type of account.

The new solution will be available to customers through the brand-new Fidelity app, which launched today for iOS and Android users. The app delivers news and market information based on what a user owns or has on their watch list. Users can personalize their feeds, set up alerts (within the app, through text, or email) with a price trigger, and react to stock movements all through the app, the spokesman said.

“There are three options: you can either trade, add to watchlist, or set an alert to a particular stock that you are interested in,” he said. “If you select ‘trade,’ the app will display the cash available in the selected account, and the latest price.” Additionally, users can compare their portfolio performance to people with a similar investment portfolio through the Openfolio Social Benchmarks.

Fidelity first hinted on adopting robo-advisory in 2014, when the company partnered with Betterment Institutional on developing robo-advising tools for Fidelity Institutional Wealth Services’ 3,000-plus registered independent advisers.

Digital investing tools have gained popularity among the traditional FIs. Just last week, Santander InnoVentures, the fintech venture arm of Santander Group, together with nine other major FIs and investors, announced its investment in robo-adviser SigFig. SigFig netted $40 million overall from Comerica, Eaton Vance, New York Life, UBS, and venture capital firms Bain Capital Ventures, DCM, Nyca Partners, and Union Square Capital Ventures.

Fidelity had more than $2 trillion of assets under management at the end of last year. The privately held company says it services more than 25 million customers.