Wealthify
“Can Aviva-backed Wealthify become the digital-first savings, investment, and pension platform of choice for UK retail customers by assembling best-in-class embedded infrastructure rather than owning regulated banking rails?”
Founded in 2016 as a low-cost digital robo-adviser targeting retail investors in the UK. Acquired by Aviva in 2020, giving it the backing to expand beyond investments into savings and pensions. Has steadily embedded third-party financial infrastructure — Tink for open banking payments, ClearBank for savings accounts, Winterflood Business Services for custody, and Embark for pension custody — rather than building regulated banking infrastructure in-house. The strategic direction is to become a full-spectrum digital wealth and savings platform under the Aviva umbrella.