Wealthify
Low-minimum digital wealth manager now owned by Aviva.
Wealthify sells managed portfolios, ISAs, pensions and general investment accounts to UK retail savers with low minimums and fees. Founded in Cardiff in 2014, it became a wholly owned subsidiary of Aviva after the insurer's 2017 majority investment.
GAII take
Mature robo-adviser within an insurer; benchmark for digital distribution economics rather than AI innovation.
Mature robo-adviser within an insurer; benchmark for digital distribution economics rather than AI innovation.
- Website
- wealthify.com
- Headquarters
- Cardiff, UK
- Founded
- 2014
- Company type
- Incumbent
- Funding
- $20M
- Status
- Active
- Founders
- Michelle Pearce-Burke, Richard Theo
- Buyer
- Retail investors
- Asset class
- Multi-asset
- Workflow
- Portfolio construction
- Ai capability
- Agents & automation
- Delivery
- SaaS applicationManaged service / fund
GAII ID GAII-T0465 · Updated 2026-10-22 · Compiled from public sources for educational and informational purposes. Not investment advice.