Fidelity adds customized investment models to digital advice solution Fidelity AMP

Maria Nikolova

Advisors can now further tailor the experience via customized investment models, which are being rolled out in Fidelity AMP to a limited number of firms initially.

Fidelity Clearing & Custody Solutions today announces the addition of customized investment models to financial planning-led digital advice solution Fidelity Automated Managed Platform (AMP).

The solution combines digital advice capabilities, goals-based financial planning and personal advisory relationships. This way, Fidelity AMP helps advisors meet the needs of the more than 60% of investors who are looking for a combination of digital capabilities and access to human advice. Advisors can now further tailor the experience through customized investment models, which are beginning to roll out in Fidelity AMP to a limited number of firms initially.

The update enables advisors to customize portfolios in Fidelity AMP by creating models based on end-investors’ risk tolerance and other factors. Advisors can build curated models using a wide range of funds from across the industry, as well as define the asset allocations, truly resulting in a customized experience for their clients.

Fidelity AMP, which is co-developed by Fidelity and eMoney Advisor, was built based on conversations with advisors about how the digital advice solution could best meet their needs and help them deliver maximum value to investors.

The solution features an enhanced education and guidance in the end-investor portal, thus helping direct investors through account opening, account funding, and goal creation and management. This makes it easier for investors to manage the digital aspects of their accounts.

Fidelity AMP now also offers deeper data integrations that enable firms and advisors to more tightly integrate the platform with their online portals. The integrations – which include single sign-on, account opening and money management data prefills, auto aggregation, integrated planning, and digital account set-up – streamline the onboarding workflow.

Fidelity offers two different deployment options for Fidelity AMP: a call-center/enterprise model, where all accounts are assigned to a home office representative, and an advisor model, which enables a firm’s advisors to open Fidelity AMP accounts with their individual branding. Both offer straight-through processing and deep levels of customized configurations.

Fidelity AMP has been deployed by nearly 50 institutions, including Avantax Wealth Management, CBIZ Investment Advisory Services, FCG Wealth Management, Fifth Third Securities, FTB Advisors, and Goodwin Investment Advisory.

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