What is Simple Wealth?
With a huge amount of choice out there it can be hard to pick the right investments for your stocks and shares ISA. That's why we created Simple Wealth.
Take our quick quiz 
By answering a few simple online questions we can understand your goals and how you feel about risk.
Personalised to you 
For a one-off fee of £25 you'll get a personalised ISA investment recommendation based on your answers.
Chat to a coach 
You can then choose to book a one-to-one call with an Aviva Money Coach for £30. Here they can discuss your recommendation and answer questions you may have.
How Aviva Simple Wealth works
Download the MyAviva app and answer a few questions
Open the MyAviva app and tap Simple Wealth to begin. By getting to know you, we can find out if investing is right for you, what your plans are and which investment style suits you best.
Get your digital advice and choose to speak to an Aviva Money Coach
For £25, we'll use your answers to recommend an ISA investment from a selected range of ready-made funds. You can talk it through in an optional call with an Aviva Money Coach for an additional £30.
Open your Stocks & Shares ISA with a few clicks
If you're happy with your digital advice you can open your ISA in moments and start investing from just £25 a month, or a lump sum of £500. You can also invest using a combination of both monthly and lump sum payments.
Is Aviva Simple Wealth right for me?
Thinking of investing but would like a bit of support to get going? If you answer ‘yes’ to these, our online advice could be for you.
Investments that suit you
Investments that suit you You want to find investments that suit your goals whilst protecting any gains from UK income and capital gains tax in a stocks and shares ISA.
Investment choices
Investment choices You'd like to invest from £25 a month or a lump sum of £500 or more, either from money you have left over each month or savings you'd like to work harder. You can also invest using a combination of both monthly and lump sum payments.
Long term investment
Long term investment You're looking at the long term and know there's a risk investments can fall as well as rise, so you could get back less than you've invested.
For more information about Aviva Simple Wealth and to find out how we use personal information and your rights, read our Aviva Simple Wealth service document which includes our privacy notice.
Meet our Money Coaches
Our Aviva Money Coaches are experienced professionals who are there to help with your investing journey. Through the MyAviva app, with Simple Wealth you can choose to arrange a 30-minute call when it suits you.
Frequently asked questions
What will my advice tell me?
Aviva Simple Wealth matches you with an Aviva Stocks & Shares ISA investment selection that fits your financials goals and feelings about risk and reward. Your personalised digital advice helps you understand how your money could grow and includes useful information about tax, risk and cost, to put investing within your comfort zone. If you're happy with your advice, you can open your ISA with a few clicks in the app.
Could I invest myself without advice?
Anyone can invest on their own but if you're new to investing, the range of choices and financial terms could feel confusing. Aviva Simple Wealth is designed to find an investment selection that works for you from a selected range of ready-made funds. It uses simple questions backed by behavioural science to deliver personalised advice. You'll also get the benefit of guidance from our Aviva Money Coaches in an optional one-to-one chat.
What information do I need to start my Aviva Simple Wealth journey?
Starting your Aviva Simple Wealth journey is easy and free to try. You don't need any paperwork to get started. With some simple information about your financial situation and feelings towards investing, you can find out whether investing is right for you and discover your investment style for free. To unlock your Digital Advice, all you need is your card details to hand to pay your £25 advice fee.
How much time should I put aside for Aviva Simple Wealth?
It can be as quick as 20 minutes to get your Digital Advice, Aviva Simple Wealth works at a pace that suits you. Take as long as you need to answer your questions and once you have paid, your advice will be generated in seconds. When you have received your advice, you can choose whether you would like to schedule a 30 minute Aviva Money Coach call at a time that works for you.
What can I expect from my Aviva Money Coach call?
Your Aviva Money Coach is there to answer your questions. They're experienced professionals that can walk you through your Digital Advice and help you understand your recommended investment choice and how your advice has been personalised to you. Just remember, our Aviva Money Coaches can tell you what you could do but not what you should do. They cannot change your digital advice.
What questions could I ask my Aviva Money Coach?
Our Aviva Money Coaches are here to help and there are no silly questions. To give you a few ideas, here are some examples:
- I don't understand a term in my advice, can you tell me what this means?
- What might be the tax benefits of growth in an ISA compared to interest on a cash savings account?
- Can you explain how my advice matches my investment style?
What is an Aviva Stocks & Shares ISA?
Our award-winning Stocks and Shares ISA lets you buy and sell a wide range of investments, from ready-made funds to shares, and any gains are tax-free. Your total ISA allowance for the 2025/2026 tax year is £20,000.
Tax benefits are subject to change and depend on individual circumstances.