Wealthify is increasing minimum deposit requirements across its core investment and savings products, in a move that reflects a wider shift in the UK investment platform market as providers focus more heavily on profitability rather than rapid customer acquisition.
The robo-advisor confirmed that new minimum deposits will shortly come into effect in early February 2026, with customers needing £500 to open a Junior ISA, and £1,000 for most other products, including a Stocks & Shares ISA, Personal Pension, General Investment Account, Cash ISA and Instant Access Savings Account. Partners have been asked to update all marketing materials immediately and provide screenshots for audit purposes.
Wealthy 2026 Account Minimum Deposit Requirements
- Junior ISA: £500
- Stocks & Shares ISA: £1,000
- Personal Pension: £1,000
- General Investment Account: £1,000
- Cash ISA: £1,000
- Instant Access Savings Account: £1,000
The change comes at a time when UK investment platforms are reassessing pricing and customer economics. Hargreaves Lansdown recently announced its biggest fee overhaul in more than a decade, cutting its headline platform charge from 0.45% to 0.35% and reducing online share dealing fees from £11.95 to £6.95. However, HL is also introducing a new £1.95 fund dealing charge, highlighting how platforms are balancing fee reductions with new revenue lines.
Other major players are also adjusting their pricing models. interactive investor also recently simplified its charges and cut FX fees for larger investors, a sign that competition is increasingly centred on transparency and the true cost of investing internationally.
Wealthify’s higher entry thresholds may also signal a strategic shift following its acquisition by Aviva. Once positioned as a “plucky” robo-adviser focused on grabbing market share with low barriers to entry, Wealthify now sits within a large insurer that will likely prioritise sustainable revenue and long-term profit contribution.
For UK beginner investors, the new deposit limits could make it harder for smaller investors, particularly younger savers or first-time customers, to get started. At the same time, the move underscores a broader industry trend: after years of competing aggressively on low fees and accessibility, UK investment platforms are now recalibrating to ensure their business models remain commercially viable.
As fees evolve across the sector, from HL’s platform restructuring to ii’s FX pricing cuts, Wealthify’s deposit increase may be another sign that the market is entering a more mature, margin-conscious phase.
How have Wealthify’s Portfolios; Performed Up To 2026?
Wealthify’s investment funds have delivered a much stronger run of performance over the past year, following the difficult market downturn of 2022, with all risk levels posting positive growth in 2025.
According to Wealthify’s latest figures (after fees), even its lowest-risk Cautious portfolio rose 6.08% between December 2024 and December 2025. Meanwhile, higher-risk strategies produced close to double-digit returns, with the Confident plan up 9.93%, the Ambitious style gaining 11.58%, and the highest-risk Adventurous portfolio returning 12.95% over the same period.
These results follow a challenging period in 2022, when all portfolios recorded losses of around 9–11% as global markets fell sharply. For example, the Cautious portfolio declined -11.19% in 2021–2022, while the Adventurous fell -9.14%. However, the recovery since then has been consistent: returns were positive in both 2023 and 2024, before accelerating further in 2025.
Over the longer term, Wealthify’s data highlights how higher-risk portfolios have generally delivered stronger growth during rising markets. The Adventurous plan returned 12.75% in 2020–2021 and has now achieved three consecutive years of solid gains (2023, 2024 and 2025). Lower-risk portfolios have produced steadier but smaller returns, reflecting their heavier weighting toward bonds and defensive assets.
Overall, the latest performance snapshot suggests Wealthify’s portfolios have benefited from improving market conditions, with 2025 marking one of its strongest recent years across all investment styles. But keep in mind that past performance is not an indication of future results.
Richard is the founder of the Good Money Guide (formerly Good Broker Guide), one of the original investment comparison sites established in 2015. With a career spanning two decades as a broker, he brings extensive expertise and knowledge to the financial landscape.
Having worked as a broker at Investors Intelligence and a multi-asset derivatives broker at MF Global (Man Financial), Richard has acquired substantial experience in the industry. His career began as a private client stockbroker at Walker Crips and Phillip Securities (now King and Shaxson), following internships on the NYMEX oil trading floor in New York and London IPE in 2001 and 2000.
Richard’s contributions and expertise have been recognized by respected publications such as The Sunday Times, BusinessInsider, Yahoo Finance, BusinessNews.org.uk, Master Investor, Wealth Briefing, iNews, and The FT, among many others.
Under Richard’s leadership, the Good Money Guide has evolved into a valuable destination for comprehensive information and expert guidance, specialising in trading, investment, and currency exchange. His commitment to delivering high-quality insights has solidified the Good Money Guide’s standing as a well-respected resource for both customers and industry colleagues.
To contact Richard, please see his Invesdaq profile.
