Fidelity - Robo Advisor Offerings
Research shows that Fidelity promoted and actively promotes its Fidelity Go Robo-Advisor only on its website. While there is no information on how much it spent in promoting this offering, the product/offering has won different awards/recognition from popular brands, such as Investopedia. Below, is an overview of the findings.
Fidelity Go Robo-Advisor: Website Messaging
- Fidelity chiefly promotes its Fidelity Go offering through its website pages. It also has a dedicated webpage where more information is provided.
- Fidelity positions/promotes this offering as a product that provides an easy, convenient, simple, and affordable way "to enjoy the benefits of professional money management."
- The advertising message is "Let our robo advisor do the investing for you."
- According to Fidelity, professional money management, 24/7 access to accounts, and free registration of accounts are reasons customers should try out Fidelity Go.
- On its Fidelity Go webpage, there is a short video clip that illustrates the value proposition of the offering and how easy and simple the offering works.
- Since Fidelity still curates a webpage where it advertises its Fidelity Go Robo-Advisor, likely, it is still actively promoting the offering.
- In the Summer 2019 Edition of the Robo Ranking, Backend Benchmarking ranked Fidelity Go as the Best Overall Robo for the second consecutive time, after Backend compared and ranked 18 different robo advisors.
- Investopedia also ranked Fidelity Go as one of the Best Robo-Advisors for Beginners, alongside Betterment and others.
To identify and provide information surrounding how Fidelity promoted its Fidelity Go Robo-Advisor offering, we searched across potential ads resources and channels. These include advertising databases, such as Moat and iSpot.tv that respectively provide the digital ads and TV commercials of various brands. However, while these resources provide valuable insights into Fidelity's digital ads and TV commercials, none of them were on its Fidelity Go Robo-Advisor.
We continued the research by looking into media publications and industry reports, such as MediaRadar, to identify any campaign or public events it has organized to promote its Fidelity Go Robo-Advisor offering, including if it has publicized any form of discount offerings. However, no media publication provides information around any promotional campaign of Fidelity Go Robo-Advisor. Also, while Media Radar offers useful information, such as Fidelity's estimated ads spend and general strategy, there was no detail provided for its Go Robo-Advisor offering.
Next, we looked into its social media pages — Facebook, Twitter, and YouTube — to check if it has promoted or advertised its Go Robo-Advisor offering but found nothing. Useful information was only found on its Facebook and Twitter accounts, where it advertises its Hybrid Robo Advisor and Fidelity Go IRA, respectively — but not Fidelity Go Robo-Advisor. Hence, we resorted into leveraging the information on its website (website messaging), as the only channel it has used to promote its Robo-Advisor offering.
Lastly, to identify how much it spent in promoting Fidelity Go, we searched the company's media releases and available financial reports/statistics but found no information on how much it, as the company doesn't publish its annual reports publicly. Moreover, there was no information on its general marketing and/or advertising expenditure. We could identify its executives, such as Abigail Johnson (CEO) and Gerard McGraw (CFO), however, we searched to see if they've revealed how much Fidelity spent in promoting Fidelity Go but found no information.