Wealthify Team Up
“Can a UK digital investment platform owned by Aviva become the go-to all-in-one savings and investment destination for retail consumers by embedding savings, ISAs, pensions, and open-banking payments into a single accessible platform?”
Founded in 2016 as a digital wealth management platform targeting retail investors with accessible ISAs and GIAs, Wealthify has progressively built out a fuller financial product suite. Backed by Aviva, the company expanded from pure investment management into savings (Instant Access Savings Account and Cash ISA via ClearBank in 2024) and pension products (via Embark). The 2021 Tink integration brought open banking payment initiation to streamline investment deposits, and a 2024 proprietary platform rebuild moved core operations in-house to accelerate product delivery and reduce third-party dependency.