Fidelity Wealth: Targeting digitally-savvy mass affluent investors

According to Verdict Financial's 2013”’14 Financial Services Consumer Insight (FSCI) Survey, one fifth of global mass affluent investors are self-directed, meaning they do not seek professional advice on their investments. Fidelity targets this market with its Wealth Service proposition, aimed at those with more than £100,000 to invest.

Scope

Learn why Fidelity targets the mass affluent market

Understand the strategies Fidelity has adopted in a bid to attract high net worth and mass affluent investors

Understand how digital channels are vital in the investment space and where Fidelity succeeds and fails in this regard

Reasons to buy

Why does Fidelity target the mass affluent?

How does Fidelity seek to satisfy the requirements of such investors?

What products and services does Fidelity offer?

How can Fidelity improve its digital platforms to better meet the needs of its customers?

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Table of Contents

OVERVIEW

Catalyst

Summary

FIDELITY TARGETS THE HIGH-END MASS AFFLUENT

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

MASS AFFLUENT ARE ENGAGED, TECH-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

CONCLUSIONS

Fidelity's strategy of targeting the mass affluent is shrewd and bearing fruit, but work is needed on delivery platforms

APPENDIX

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