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.