No investing experience necessary

Our approach

Your money is invested using a number of funds. Funds contain a collection of investments and are a convenient and cost-effective way to invest.

Some of these funds contain shares, but they also contain other good stuff, like bonds, property and commodities (such as precious metals, energy and agriculture). This is known as diversification and is a way to spread out your risk.

The mix of funds will change over time and depends on your attitude toward risk, as well as how financial markets are doing. Always bear in mind, the value of your investments can go down as well as up.

With investing your capital is at risk

Invest your way

You can choose to invest your money in our Original or Ethical Plans.


Original Plans use low cost investment funds to give you the broadest access to the stock market. They mostly use instruments known as 'passive investments' that track financial markets.

We use funds from leading providers to build our range of five original Plans.

Build an original plan


Saving for the future is important, and so is staying true to your values.

Wealthify has joined forces with best-in-class ethical fund providers to create a range of five Ethical Plans that let you invest in organisations committed to having a positive impact on society and the environment.

Build an ethical plan

Passive investing

We use mostly low-cost passive investments, such as ETFs and mutual funds. These let your money track a market index like the FTSE 100 in the UK, and many others around the world. Passive investing is proven to be more effective long-term than an active investment strategy, where fund managers pick the stocks they think will do best.

We use funds from leading providers to build your plan

Simulated Past Performance

Here's how we performed across the full range of Wealthify Plans, from Cautious to Adventurous, between 1st February 2016 and 31st April 2019, after all fees have been taken (based on 0.7% Wealthify management charge). These figures are based on the performance of Plans worth more than £750, and will be different for Plans below that amount.

The above graph illustrates past performance for Original Plans only. The past performance data shown is simulated, but it represents real transactions we've carried out for actual customer Plans across each of our five Investment Styles. Simulated past performance is not a reliable indicator of future performance.

Investment Style 31/03/2014 - 31/03/2015 31/03/2015 - 31/03/2016 31/03/2016 - 31/03/2017 31/03/2017 - 30/03/2018 30/03/2018 - 29/03/2019
Cautious n/a n/a 6.35% 0.29% 2.38%
Tentative n/a n/a 9.53% 0.59% 2.72%
Confident n/a n/a 12.75% 0.46% 2.97%
Ambitious n/a n/a 14.87% 0.74% 3.16%
Adventurous n/a n/a 19.16% 0.65% 3.57%

How we invest your money

Firstly, we take a long-term view of the world, considering a number of important factors to decide where best to invest.

To help our experts make this decision we use smart algorithms as well as good old-fashioned, human brainpower.

Whilst investing is a long-term game, sometimes big events can rock the boat in the short term.

Our experts constantly watch out for these events - some predictable, and some not - and they make changes to your plan to try and lessen their impact.

We call this rebalancing and we do it to ensure the optimal mix of investments and keep your Plan on track.

Our aim is to make sure your investments take full advantage of the good times, and are sheltered from the bad.

Our investment strategy

Read about our current investment outlook, and see what we are investing in and why.


Learn about Wealthify's investment philosophy and how our investment decisions are made.


Take a look at the fact sheets for each risk level, showing what's in each of these Plans.



Who decides how my money is invested?

Your money is looked after by a team of qualified investment managers with experience in established UK firms like Brooks Macdonald, HSBC Asset Management, Man Group Plc, RAW Capital Partners in Guernsey, Euler Hermes in Paris and Standard Chartered in New York. Our experts have developed an investment system that uses algorithms and industry experience to pick the best funds available to you, then builds you an investment plan that suits your goals and attitude to risk. And because things are always changing in the financial markets, our team monitors and adjusts your plan regularly, to make sure your money is always invested in the best places. You can follow this link to find out a little about what the investment team are currently thinking.

Can I pick stocks or choose what I invest in?

No, that’s what we’re here for. We build your investment plan based on what you tell us about your attitude to risk with money, how much you have to invest, and by when you hope to reach your savings goals. Then we monitor your investments to make sure they’re on track.

Can I monitor my investments?

Yes, you’ll have 24-hour, year-round online access to your investments on PC, tablet or your phone. You can view and edit your Wealthify plans and add or withdraw funds in just a few clicks. Your Plan detail page shows you the lifetime performance of your plan, the assets you hold and your full transaction history, including monthly fee payments. It’s good to check in from time to time, but remember, investing is a long-term savings strategy.

Is my money safe?

Yes, your investments will be held with Winterflood Securities Limited, who act as custodian for our customers’ money. They are a global financial services provider, regulated by the Financial Conduct Authority (FCA) and part of Close Brothers Group, who have been trading for more than 130 years. They hold your cash and investments separately from their own (ring fenced) in accordance with the FCA’s client asset rules, so even if Wealthify went into administration, our creditors would not have a claim to your investments.

What returns am I likely to get and are they guaranteed?

When you build your Wealthify Personal Investment Plan, we give you a calculation of what it could be worth at the end of your investment timeline. The calculation uses past benchmark data (see explanation below) to predict future performance, so you should only take it as a guide, not a guarantee. With investing, there are no guaranteed returns and you should remember that the exact value of your plan could be more or less than you expect.