Fidelity Investments

Fidelity International offers Freya, a generative AI conversational interface launched in September 2025 for customers on its Personal Investing platform in the UK, designed to answer customer questions in plain language.

Freya is a large language model agent powered by generative AI that interprets natural language, understands nuance, and generates dynamic responses in real time, offering greater flexibility than traditional scripted chatbots. The service launched with a phased rollout for Personal Investing customers and is planned to expand to Workplace Investing and Fidelity Adviser Solutions platforms over time. It includes safeguards to detect and halt conversations that approach financial advice or regulatory boundaries, and will not provide personal financial recommendations. Human oversight is built into the service.

Fidelity Investments uses generative AI and agentic AI tools within its innovation lab, Fidelity Labs, to accelerate product development, rapid prototyping, and the building of new financial technology businesses.

The head of Fidelity Labs confirmed in an August 2025 interview that AI tools have significantly compressed the time required for prototyping and testing new product ideas, reducing development that previously took weeks or months to an afternoon in some cases. The lab is actively exploring agentic AI workflows to support portfolio managers and analysts. Fidelity Labs is also seeking to hire applied generative AI practitioners to build large language model-powered applications for financial services, including agentic AI products.

Fidelity Investments offers Fidelity Go, a robo-advisor service that uses algorithms to suggest an investment strategy for retail customers based on their goals and risk tolerance, then automatically rebalances their portfolio over time.

Fidelity Go was launched in 2016 and is available to any retail investor with no account minimum (a $10 balance is required to begin investing). After a customer answers questions about their financial goals, time horizon, and risk tolerance, the system selects a mix of Fidelity Flex mutual funds and automatically rebalances the portfolio when market movements shift the allocation away from the target strategy. Human advisors at Strategic Advisers LLC oversee the portfolio management decisions behind the scenes. Customers with balances of $25,000 or more gain access to 1-on-1 coaching calls with human advisors.