Wealthfront is a standalone robo-advisor offering fully automated portfolio management and digital financial planning, while Fidelity Go embeds its robo-advisory service within Fidelity, pairing automation with optional advisor coaching for those with bigger portfolios.
Here are the key differences:
Wealthfront is an automated investing service (robo-advisor). It builds and manages client portfolios on a discretionary basis, with accounts held through Wealthfront Brokerage and managed by Wealthfront Advisers. The service is fully digital, emphasizing a software-only planning and investing experience.
Fidelity Go is the company’s robo-advisory program that creates managed portfolios from Fidelity Flex mutual funds. The service charges no advisory fee for portfolios of under $25,000, while accounts with $25,000 or more pay an annual fee of 0.35% and include unlimited one-on-one coaching sessions with a Fidelity advisor.
The table below outlines the different services and fees for Wealthfront and Fidelity Go.
| Feature | Wealthfront | Fidelity Go |
|---|---|---|
| Advisory fee | 0.25% annual fee (0.15% for Bond Ladder; 0.09% for S&P 500 Direct). | $0 under $25,000; 0.35% annually for over $25,000. |
| Account minimum | $500 | $0 to open; $10 to invest. |
| Service type | Robo-advisor with automated portfolio building, monitoring, and digital planning. No access to human advisors. | Robo-advisor that uses Flex funds; includes advisor coaching at $25,000+. |
| Best for | Investors seeking a robo-advisor with automation and planning tools. | Those who want a low-cost minimum and advisor access (if they have a larger portfolio). |
Summary: Wealthfront is a dedicated, software-driven robo-advisor, while Fidelity Go is Fidelity’s automated investing service with a lower entry point and the option of advisor coaching for those with larger portfolios.
Wealthfront vs Fidelity: Key services
Wealthfront and Fidelity Go both offer robo-advisory services but structure them differently.
Wealthfront focuses on automated investment portfolios, planning tools, and advanced tax strategies. Fidelity Go offers low-cost managed portfolios with access to an advisor for clients with larger portfolios.
Wealthfront’s key services include:
Automated portfolios: It builds and manages diversified portfolios of low-cost exchange-traded funds (ETFs), monitors them daily, automatically rebalances them when allocations change, and reinvests dividends.
Tax-loss harvesting: For taxable accounts, Wealthfront offers tax-loss harvesting, automatically identifying opportunities to realize losses and reinvesting proceeds to maintain the portfolio’s strategy.
Advanced strategies: Wealthfront offers US Direct Indexing for portfolios worth at least $100,000, upgrades to Smart Beta at $500,000, and provides a separate S&P 500 Direct product that requires a $5,000 minimum deposit.
Fidelity Go
Managed portfolios: It uses Fidelity Flex mutual funds, which have zero fund expense ratios, as the building blocks for every portfolio.
Automation: Accounts are managed on a discretionary basis by Fidelity and automatically rebalanced to stay aligned with the client’s chosen strategy.
Advisor access: Fidelity provides unlimited 30-minute one-on-one phone coaching with an advisor once a client’s portfolio reaches at least $25,000.
Bottom line: Wealthfront focuses on automation and tax tools, while Fidelity Go pairs automation with optional coaching from an advisor for investors with larger portfolios.
Wealthfront vs Fidelity: How do the fees compare?
Wealthfront charges a flat annual advisory fee, while Fidelity Go has tiered pricing that varies with account size.
Wealthfront
Advisory fee: Wealthfront charges a 0.25% annual advisory fee for its Automated Investing Account.
Fund expenses: In addition to the advisory fee, clients also pay expense ratios embedded in ETFs and mutual funds they own.
Other fees: It does not charge commission, account opening fees, or trading fees.
Fidelity Go
Advisory fee: Fidelity Go has tiered pricing. There is no advisory fee for portfolios of under $25,000. For balances of at least $25,000, a 0.35% annual charge applies.
Fund expenses: Portfolios are built from Fidelity Flex mutual funds, which have zero expense ratios and are designed for Fidelity’s advisory programs.
Other fees: There are no trading, transaction, or rebalancing fees.
The table below outlines the different fees between Wealthfront and Fidelity Go.
| Fee type | Wealthfront | Fidelity Go |
|---|---|---|
| Advisory fee | 0.25% annually | $0 under $25k; 0.35% at $25k+ |
| Fund expenses | ETF and mutual fund expense ratios apply | Fidelity Flex funds have 0% expense ratios |
| Other fees | No commissions or account fees | No trading or rebalancing fees |
Wealthfront vs Fidelity: Minimum account size
Fidelity Go has a very low threshold, allowing clients to begin investing with as little as $10, while Wealthfront requires a higher minimum deposit of $500 to open an account.
This makes Fidelity Go more accessible for new investors, while Wealthfront is suitable for investors with bigger portfolios.
| Requirement | Wealthfront | Fidelity Go |
|---|---|---|
| Minimum to open an account | $500 for an Automated Investing Account. | $0 |
| Minimum to start investing | $500 | $10 |
| Higher minimums for premium/advisor access | $100,000 for US Direct Indexing;[$500,00](https://support.wealthfront.com/hc/en-us/articles/211005203-Minimum-account-sizes-for-US-Direct-Indexing-and-Smart-Beta?)0 for Smart Beta; $5,000 for S&P 500 Direct. | $25,000 for unlimited one-on-one coaching with an advisor. |
Wealthfront vs Fidelity: The pros and cons
Both Wealthfront and Fidelity Go offer clear advantages and limitations.
Evaluating the pros and cons of both can help investors understand which service aligns better with their account size, automation needs, and whether they want access to an advisor.
Pros of Wealthfront:
Flat advisory fee: Charges a fixed 0.25% annual advisory fee, keeping costs predictable regardless of account size.
Fully automated portfolio management: Includes automatic rebalancing and dividend reinvestment to maintain target allocations.
Advanced strategies for larger balances: Offers US Direct Indexing at $100,000 and Smart Beta at $500,000 for greater portfolio customization.
Cons of Wealthfront:
Higher minimum to get started: Requires a $500 minimum to open and fund an Automated Investing Account.
Advanced features require larger portfolios: Direct Indexing and Smart Beta are limited to higher-balance accounts.
No human advisor access: Operates as a fully software-driven platform without one-on-one advisor support.
Pros of Fidelity Go:
No advisory fee for smaller accounts: Charges no advisory fee on balances under $25,000.
Zero-expense-ratio funds: Uses Fidelity Flex mutual funds, which have no expense ratios.
Advisor coaching at higher balances: Provides unlimited one-on-one coaching calls for accounts with $25,000 or more.
Cons of Fidelity Go:
Higher fee at larger balances: Applies a 0.35% annual advisory fee once the account reaches $25,000.
Limited customization: Offers only managed portfolios with no ability to select individual investments.
Advisor access tied to balance size: Personalized coaching is not available for accounts below $25,000.
Wealthfront vs Fidelity: Technology and security
Wealthfront and Fidelity Go both offer strong digital access and investor protections, but they are built for different experiences. Wealthfront is a mobile-first robo-advisor with its own app and high FDIC cash coverage, while Fidelity Go is integrated into Fidelity’s full brokerage platform and combines robo investing with broader account tools and added security layers.
The table below highlights how their technology and security features compare.
| Feature | Wealthfront | Fidelity Go |
|---|---|---|
| Platform access | Web and mobile app for portfolio tracking, cash, and planning | Integrated into Fidelity website and mobile app |
| Investor protection | SIPC up to $500,000; FDIC cash coverage up to $8 million | SIPC up to $500,000 plus excess SIPC; FDIC cash via sweep |
| User experience | Fully automated, app-driven robo-advisor | Robo portfolios within a full-service brokerage platform |
Final verdict: Wealthfront vs Fidelity
Wealthfront and Fidelity Go are both robo-advisors, but they serve different needs. Wealthfront offers a fully automated, digital-first experience with a flat 0.25% fee and advanced features for larger portfolios.
Fidelity Go uses tiered pricing, with no advisory fee under $25,000 and advisor coaching included once balances reach that level. Wealthfront suits investors who want consistent automation and flat pricing, while Fidelity Go may appeal to those starting with smaller balances or seeking advisor support as their portfolio grows.
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