Fidelity Investments vs. Facet: what’s the difference?

1 min readLast updated May 31, 2024by Unbiased team

Fidelity Investments and Facet offer robo-advisory services supplemented by human advisors; however, they differ in their fee structure, offerings, and access to advisors.


  • Fidelity Investments is the first to offer its investors zero-expense ratio index mutual funds. 

  • The firm has earned many recent accolades, such as the Most Trusted Wealth Management Company for 2023 from Investor's Business Daily. 

  • Facet ranked 46th on the Inc. 5000 list of the fastest-growing private companies in 2022 in the US. 

  • The firm uses a commission-free investment strategy to promote objectivity amongst its advisors. 

Facet vs. Fidelity Investments: what’s the difference? 

Facet’s financial services are a rising star in the industry as they take a different approach to traditional advisory services. The firm combines the use of its robo-advisor with certified financial providers and fiduciaries to provide a holistic way to manage its clients' finances. Facet's fee structure also differs in that it charges a flat fee for its comprehensive service.  

On the other hand, Fidelity Investments is a well-established giant that offers a wide range of investment options and tools. It’s known for its robust online platform and extensive network of Fidelity financial advisors. 

What are Fidelity Investments and Facet’s specific investment strategies?  

Fidelity financial advisors focus on providing investment strategies that offer clients various investment options and tools. They provide access to different asset classes and mutual funds, including stocks, bonds, and exchange-traded funds (ETFs). Fidelity's financial planning approach is more self-directed, empowering clients to select investments that align with their objectives and preferences. Additionally, they offer research and educational resources to help clients make informed investment decisions. 

Facet's investment strategy revolves around holistic and personalized financial planning. They assign dedicated advisors who work closely with clients to comprehend their unique financial goals and circumstances. Using advanced technology and extensive experience, these Facet financial advisors craft customized investment plans tailored to each client's changing needs, risk tolerance, and time horizon. 

What fees can I expect from Fidelity Investments and Facet?  

Fidelity Investments recently introduced commission-free trades and zero-expense ratio index funds to its fee structure. Their trading fees are as follows

  • Stocks and options: $0 per stock or option trade, plus $0.65 per contract 

  • ETFs: $0 per trade on all ETFs 

  • Bonds and CDs: $1 per bond or CD in secondary trading, and free for US Treasuries traded online.  

  • Mutual funds: Zero expense 

Fidelity fees associated with planning and advice (using their robo advisor) are free until clients reach a threshold of $25,000. After that, clients are charged 0.35% annually and gain access to the team of Fidelity Investments advisors. 

Fidelity fees are structured simply, as the firm charges a flat membership rate with no additional fees or commissions for investing. They offer three membership tiers with different service levels for financial advisory, investment, and retirement planning, as follows: 

  • Core: $2,000 annually 

  • Plus: $3,000 annually 

  • Complete: $6,000 annually 

Regardless of the fees outlined above, it's essential to understand that fees are a common aspect of investing, and you may have to pay third-party commissions or fees. These may include trading fees and commissions, inactivity or non-trading fees, and others. 

Is Fidelity Investments or Facet better? 

Fidelity Investments and Facet share similarities in their dedication to providing investment services, but they differ in their offerings and approaches. Additionally, each has its own set of advantages and disadvantages. Here's a breakdown of the pros and cons of each firm: 

Pros of Fidelity Investments 

  • A wide range of investment options include stocks, bonds, mutual funds, and ETFs. 

  • Robust online platform with research and educational resources. 

  • Commission-free options for certain investments. 

  • An extensive network of Fidelity financial advisors for guidance. 

Cons of Fidelity Investments 

  • Some investors may find the number of investment options overwhelming. 

  • Investors only have access to a Fidelity financial advisor when they have over $25,000 invested. 

Pros of Facet financial services 

  • Personalized financial planning with dedicated advisors. 

  • A transparent and straightforward fee structure that is not affected by assets under management. 

  • A non-traditional approach to investment and financial advisory services, appealing to tech-savvy investors. 

  • Responsive and attentive customer service from Facet financial advisors. 

Cons of Facet financial services 

  • They may have fewer investment options when compared with larger firms like Fidelity. 

  • There are no in-person consultations, as interactions happen online. 

Fidelity Investments or Facet: which should I choose? 

Choosing between Fidelity Investments and Facet depends on your specific circumstances and service expectations. For instance, if you value personalized financial planning and long-term dedicated advisor support, you might lean towards Facet’s financial advisors. Alternatively, Fidelity Investments could be better if you prefer a broad range of investment options and tools. 

However, as well as understanding a firm's fees, investment strategy, and various pros and cons, here are some other questions you should ask yourself when choosing between Fidelity Investments and Facet: 

How do Fidelity Investments and Facet remain competitive and adapt to changing market conditions? 

Fidelity Investments and Facet remain competitive by offering services and products that appeal to tech-savvy investors who prefer transparency in fee structures. They adapt to changing market conditions through innovative technology, expanding investment options, reducing fees, and enhancing customer experiences. 

Which platform provides better customer service and support? 

Investors appreciate Facet's attentive and responsive customer service. It offers packages with personalized financial planning and dedicated fiduciaries. While Fidelity also provides support through its extensive advisor network, investors can only access these advisors once they reach the $25,000 threshold. As such, Facet's focus on individualized attention may lead to a more tailored experience for investors. 

Can I access my Fidelity Investments or Facet accounts through their websites and mobile apps? 

Fidelity Investments and Facet offer mobile apps and online platforms for accessing and managing their investment accounts conveniently. Using these digital channels, investors can view their portfolios, make trades, access research and educational resources, and communicate with advisors. 

Get expert financial advice  

Fidelity Investments and Facet offer tech-led investment advisory services yet differ in customer service and fee structures. Facet emphasizes comprehensive and personalized financial planning with dedicated advisors, while Fidelity offers a wide range of investment options and tools. 

Both firms stay competitive in changing market conditions by providing online platforms and mobile apps for managing investment accounts. Remember, you can find a professional SEC-regulated financial advisor via Unbiased. 


Unbiased team

Our team of writers, who have decades of experience writing about personal finance, including investing and retirement, are here to help you find out what you must know about life’s biggest financial decisions.