Fidelity Wealth: Targeting digitally-savvy mass affluent investors

Fidelity Wealth: Targeting digitally-savvy mass affluent investors

Code: ML-ML00019-054 | Published: Nov-2015 | Pages: 17 | MarketLine
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According to Verdict Financials 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 Pound100,000 to invest.



Key Findings
- 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?

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
Fidelitys 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
Fidelitys 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 Pound1,000
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
Fidelitys strategy of targeting the mass affluent is shrewd and bearing fruit, but work is needed on delivery platforms
APPENDIX
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