Wealthify is a Cardiff-based robo-investing platform founded in 2016, now majority-owned by Aviva — one of the UK's largest insurance and financial services companies. It is designed specifically for beginners who want to start investing with very little money and no prior knowledge of financial markets.

Wealthify builds and manages a diversified portfolio of ETFs on your behalf, matched to one of five investment styles ranging from Cautious to Adventurous. A Stocks & Shares ISA is available from just £1, with a 0.6% annual management fee. It also offers an ethical investing option for investors who want their money to align with their values.

The platform's connection to Aviva adds a layer of institutional credibility, and its genuinely accessible £1 minimum deposit makes it one of the most beginner-friendly managed investment platforms available in the UK.

Wealthify's Stocks & Shares ISA is one of the most accessible managed ISA accounts in the UK, starting from just £1. This makes it ideal for new investors who want to start very small and increase their contributions over time as their confidence and income grow.

The ISA invests in a diversified portfolio of ETFs selected and managed by Wealthify's investment team. You choose from five investment styles — Cautious, Tentative, Confident, Ambitious, or Adventurous — and Wealthify handles everything else including rebalancing and monitoring.

Fees are one of the most important factors when choosing an ISA platform. Over long periods, even small differences in fees can have a significant impact on your investment returns. Here is a full breakdown of what Wealthify charges.

Wealthify gives UK investors access to a range of investment types within its Stocks & Shares ISA. Below are the main asset classes available on the platform.

Security and regulation are critical factors when choosing where to invest your money. Here is how Wealthify protects your investments.

Wealthify is designed to be as simple as possible. The entire investment process — from signing up to making your first investment — is streamlined to remove barriers for complete beginners. The onboarding questionnaire takes around five minutes and results in a recommended investment style.

The dashboard is clear and uncluttered, showing your portfolio value, performance, and projected future value based on your contributions. There are no complex charts or financial jargon — the platform communicates in plain English throughout.

The mobile app is well-designed and easy to navigate, supporting contributions, withdrawals, and portfolio monitoring. Wealthify also provides clear explanations of how its portfolios are constructed, which helps new investors understand what they are invested in.

Opening a Stocks & Shares ISA with Wealthify is straightforward and typically takes around 10 to 15 minutes.

One of the biggest advantages of investing through a Stocks & Shares ISA is the tax efficiency it provides. In the UK, investments held outside an ISA are subject to Capital Gains Tax (CGT) on profits above the annual allowance of £3,000, and Income Tax on dividends above the £500 dividend allowance. Inside an ISA, both of these taxes are completely eliminated — no matter how much your investments grow.

For long-term investors, this can make a substantial difference over time. For example, an investor who generates £5,000 in gains outside an ISA would pay up to £480 in Capital Gains Tax (at 18% basic rate). Inside an ISA, that same gain is entirely tax-free. The ISA allowance resets every tax year on 6 April, and any unused allowance cannot be carried forward.