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Fidelity investment platform review

We analyse the charges levied by Fidelity and ask whether the fund supermarket provides good value for investors

In this article
Who is Fidelity International? What accounts and services does Fidelity offer? Is Fidelity Personal Investing good or bad? What do customers say about Fidelity Personal Investing?
What are Fidelity's charges? Who is Fidelity good for? Who is Fidelity expensive for? Get top money-saving tips from Which?

Who is Fidelity International?

Fidelity International was launched in 1969 as the international arm of Fidelity Investments which was founded in 1946. 

It has over 1 million UK customers and is responsible for almost £330bn worth of money. 

What accounts and services does Fidelity offer?

The information below gives an at-glance view of the key things that the accounts and services Fidelity Personal Investing offers.

Elements marked with a are offered by Fidelity Personal Investing and those marked with a are not.


  Advisory services


Advisory services allow you to access professional investment advice.


 General investment account


A general investment account that can hold different types of investments but doesn’t give tax-free benefits like pensions and Isas.


  Income drawdown


Income drawdown allows you to take money out of your pension to live on in retirement.


✓  Junior Isa


A junior Isa is a tax-free savings account for under 18s.


✓  SIPPs


A Sipp is a pension where you have complete control over the investments you put your savings into.


  Stocks and shares Isa


A stocks and shares Isa is a tax-free account that allows you to put your money in a range of investments.




An annuity is an insurance product which allows you to swap your pension savings for a guaranteed regular income that will last for the rest of your life.


  Banking services


Banking services allow you to operate bank accounts, make transfers and make payments.


  Lifetime Isa


A lifetime Isas is a tax-free savings or investment account designed to help people aged 18-39 buy their first home or save for retirement.


Savings accounts


A savings account is somewhere you can put your money so it can grow in value.

Is Fidelity Personal Investing good or bad?

To get an idea of how good or bad fidelity Ineterres, we asked its customers.

Which? members can exclusively read the results of our unique customer satisfaction survey, which reveals how customers rate Fidelity Personal Investing fund supermarket for seven different elements of its service.

Members can log in to see our reviews. If you're not already a member, you can sign up to a one month trial for Which? Money for just £1 to access this review and thousands of others.

Aspect of service Star rating
Online tools Logged out padlock
Customer service Logged out padlock
Investment information Logged out padlock
Available investments meet my needs Logged out padlock
Value for money Logged out padlock

What do customers say about Fidelity Personal Investing?

We’ve spoken to real-life investors who use Fidelity Personal Investing and this is what some of them had to say:

  • 'Very easy to deal with either online or by phone and excellent information about by portfolio on the website.'
  • 'No problems, but feel like I'm largely irrelevant to them as my pot is too small.'
  • 'I am not an active investor - I check the value of my portfolio from time to time and that is easy enough to do.'

Check out our guide on the best and worst investment platforms to see how Fidelity compared.

What are Fidelity's charges?

Annual charges

  • £45 on anything up to £7,500 for lump sum investors
  • 0.35% on anything from £7,501 to £250,000
  • 0.2% for the whole portfolio if you hold between £250,000 and £1m.
  • Investors with a regular savings plan will dodge the £45 fee and instead pay 0.35%.

Trading charges

  • £10 to trade shares and investment trusts online
  • £30 to trade shares and investment trusts via phone

We’ve estimated the cost of investing various sums in investment platforms over the course of a year in the table below. The costs assume you only buy funds (shares work out slightly cheaper with some companies), and make four purchases and four sales each year.

Amount invested Annual cost
£5,000 Logged out detail
£10,000 Logged out detail
£25,000 Logged out detail
£50,000 Logged out detail
£100,000 Logged out detail
£250,000 Logged out detail
£500,000 Logged out detail
£1m  Logged out detail

Source: Analysis by Which? Money correct as of April 2020

Read our comparison of investment platform charges to see how much investing with Fidelity costs for a range of portfolios.

And if you're thinking of using Fidelity to take an income from your pension in a drawdown plan, read our comparison of pension drawdown charges

Who is Fidelity good for?

Fidelity Personal Investing's 0.35% headline rate platform charge is cheaper than rivals Hargreaves Lansdown and Bestinvest.

All three start charging less if you have more than £250,000, but Fidelity applies this threshold across your whole portfolio whereas the others apply it per account (Isa, Sipp and so on), making Fidelity a more attractive proposition in this regard.

Who is Fidelity expensive for?

Fidelity Personal Investing is very expensive for those with small pots, charging a whopping £45 annual flat fee for anyone with less than £7,500 invested.

It offers more competitive charges for those with larger portfolios, but the bigger your pot, the more likely you will be better off with a fixed-fee broker such as Alliance Trust Savings, Interactive Investor or The Share Centre.

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