Aviva takes controlling stake in ‘robo’ investment firm

Insurance giant Aviva, which employs 2,500 staff across hubs in Perth and Bishopriggs has announced an agreement to acquire a majority shareholding in Wealthify, a low cost, ‘robo’ investment service.

Aviva said the Cradiff-based firm is making investment affordable and accessible to the UK mass market and the investment is part of Aviva’s strategy to build customer loyalty by providing customers with a wide range of insurance and investment services all managed through the convenience and simplicity of Aviva’s digital hub, MyAviva.

Aviva said Wealthify will be accessible to its customers through MyAviva, where it will be available alongside other Aviva products and services.

Aviva’s investment will also support Wealthify’s business development, helping to accelerate Wealthify’s future growth plans.

Launched in April 2016, Wealthify aims to attract millennials and those who are new to investment by providing a simple, easy to use and low fee digital investment service. For a minimum investment of £1 customers can invest in one of five diversified investment plans through ISAs and general investment accounts.

Blair Turnbull, managing director, Aviva UK Digital, said: “Wealthify aims to take the complexity out of investing. It is remarkably easy to use, with no complicated jargon, no expensive fees, and you can start investing with as little as £1. It is particularly aimed at traditional cash savers, who are seeking to diversify their investments, and also at millennials who appreciate an effortless and straightforward digital experience.

“Wealthify combines a smart management team with great technology and a start up culture. Together with the brand and financial strength of Aviva, we are very excited about the future opportunity, making Wealthify available to Aviva customers through the convenience of our MyAviva online and App experience.

“This is another important step in Aviva’s digital strategy. It underlines our commitment to invest in and partner with leading digital businesses, allowing our customers to benefit from new technology and making insurance and investments simpler, easier and more convenient.”

Richard Theo, Co-founder and CEO of Wealthify, said: “It’s with great excitement that we’re announcing the partnership with Aviva today. This significant investment in the emerging ‘robo’ market, by one of the world’s largest and most recognised financial services brands, is validation of the vision we set out to achieve three years ago to change investing for the better. Aviva’s investment and access to their millions of UK customers gives us confidence that we can become the leader in this market in the UK and beyond.

“Aviva’s investment in our business reflects a clear shift in market demand for high-quality, technology-enabled financial services solutions like Wealthify. With the backing of such an established and trusted consumer finance brand, we feel ever more confident in our mission to bring the benefits of investing to mass-market savers and encourage them to embrace our service as a hassle free way to invest.

“The capital investment from Aviva will be used primarily to accelerate our ambitious growth plans as well as develop our technology to enhance the proposition. We will remain focused on simplicity, affordability and transparency, and strive to make investing accessible to everyone.”