Fidelity® Announces General Availability of AMP, A Planning-Led Digital Advice Solution Co-Developed with eMoney

Fidelity® Announces General Availability of AMP, A Planning-Led Digital Advice Solution Co-Developed with eMoney

Fidelity Clearing & Custody Solutions® has announced general availability of Fidelity AMP (Automated Managed Platform), its financial planning-led digital advice solution co-developed with eMoney Advisor. AMP allows financial advisors to manage digital and fully advised end clients side-by-side, and to evolve with investors as their assets and needs. AMP is an integrated tool that streamlines activity for advisors and end-investors. It is a flexible, customizable platform that allows advisors to drive the client experience. The future-ready, goal-oriented tool is and designed for collaboration.

Fidelity research shows that demand for digital advice solutions is growing: the number of advisors whose firms are exploring adding digital advice has grown by more than 80 percent in just one year, with 40 percent now considering the digital advice options available. Cueing off significant client input, Fidelity and eMoney purpose-built Fidelity AMP for financial advisors and made it accessible via Wealthscape, Fidelity’s new advisor technology platform. Fidelity AMP is a complete, easy-to-use digital advice solution that wealth management firms and their advisors can customize and fully integrate with their existing offerings. Because Fidelity AMP was developed with eMoney, Fidelity clients using eMoney solutions can effortlessly add it into their planning tools.

Fidelity AMP is the latest tool to launch in the company’s total advisor platform, a multi- year program that began rolling out new offerings in 2016 and 2017, and will continue through 2018. In addition to Fidelity AMP, program launches include deep integrations with eMoney Advisor; Wealthscape Performance Measurement, designed to drive dynamic planning conversations through an on-demand performance experience; and Regulatory Early Warning premium analytics, saving firms time through automated regulatory content aggregation in one central compliance hub.

For clients already leveraging an existing digital advice strategy, Fidelity Clearing & Custody Solutions will integrate with select third-party vendors via additional APIs

To learn more about Fidelity AMP, click here. To learn more about Wealthscape, the gateway to the total advisor platform, visit


The Fidelity 2017 Financial Advisor Community, Digital Advice Adoption Study, included 542 advisors who manage or advise upon client assets either individually or as a team, and work primarily with individual investors. The survey was fielded from February 21st through March 6th, 2017. Advisor firm types included a mix of banks, independent broker-dealers, insurance companies, regional broker-dealers, RIAs, and national brokerage firms (commonly referred to as wirehouses), with findings weighted to reflect industry composition.

As part of their ongoing commitment to meaningful innovation, Fidelity and eMoney are continuously improving Fidelity AMP, with several enhancements due in 2018, including more options for customized investment models, with the goal of enabling advisors to further curate the experience they create for their end-investors, while at the same time taking advantage of a scalable, digital framework.

“The evolution of the digital advice market is proving that Fidelity AMP delivers what advisors are looking for: a digital, intuitive front-end that can be leveraged to meet investor demand, while at the same time allowing advisors to maintain their ‘human’ edge, engaging with clients to help them achieve their goals and ultimately, peace of mind,” said Gary Gallagher, senior vice president, investment products, Fidelity Institutional. “We have seen a strong early response from clients, indicating our approach is resonating with advisors.”

Several clients have already signed on to implement Fidelity AMP, and a strong pipeline of banks, broker-dealers and RIAs are committed to the offering. Early adopters value Fidelity AMP’s advisor/client collaboration abilities, the customizable end-investor portal and the flexibility in the Investment Profile Questionnaires (IPQs).

“Advisors need solutions that simplify their everyday lives and appeal to a growing market of investors looking for digital options,” said Ed O’Brien, chief executive officer of eMoney Advisor. “Fidelity AMP delivers on both of these areas, enabling more investors to benefit from a streamlined, planning-led process.”


Fidelity and eMoney are providing clients with tools that will not only help firms evaluate and deploy Fidelity AMP, but also help to increase adoption with end users. These include:

  • Fidelity’s Digital Advice Guideoffering insight on evaluating a digital advice solution and a four step roadmap for integrating a digital advice offering, including laying the foundation (specifying goals and segmenting clients), designing and delivering the offering, and creating a go-to-market plan
  • Fidelity’s Digital Advice Trends Infographicfeaturing new research on how advisors are planning to incorporate digital advice into their business, and choosing solutions
  • Guidance on implementing digital advice solutions from Fidelity Clearing & Custody Solutions Practice Management and Consulting technology consultants
  • eMoney resources – from turn-key marketing materials, like email templates, how-to guides and digital ads, to an automated on-boarding workflow – that help advisors generate end-investor interest in and adoption of digital advice throughout the client experience, from prospect generation to ongoing engagement


Fidelity’s mission is to inspire better futures and deliver better outcomes for the customers and businesses they serve. With assets under administration of $6.3 trillion, including managed assets of $2.3 trillion as of July 31, 2017, they focus on meeting the unique needs of a diverse set of customers: helping more than 26 million people invest their own life savings, 23,000 businesses manage employee benefit programs, as well as providing more than 12,500 financial advisory firms with investment and technology solutions to invest their own clients’ money. Privately held for 70 years, Fidelity employs more than 40,000 associates who are focused on the long- term success of our customers. For more information about Fidelity Investments, visit

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