For our 2017 Robo-Advisor Review we assessed, rated, and ranked eight different firms. Instead of relying on website information and marketing materials as most editorials do, we opened and funded an account with each robo-advisor
to acquire a true client experience. Here, we will compare Fidelity Go vs Ally Invest Advisors to see which robo-advisor is best.
To start our comparison, we will take a look at the annual fees for both services. Cost is broken down into two separate buckets: the annual management fee charged for having an account and the annual fee charged for holding each ETF in the portfolio. Both Fidelity Go and Ally Invest Advisors share a rating of 4.00 stars.
Exploring both robo-advisor feature sets, we can also find differences. Fidelity Go nor Ally Invest Advisors offers tax-loss harvesting. For running calculations on being ready for retirement, clients will want a retirement calculator. Fidelity Go nor Ally Invest Advisors offers an advanced retirement calculator. Some customers like to monitor their personal financial goals. Fidelity Go and Ally Invest Advisors both offer goal tracking. Finally, an attractive feature includes providing deeper account analysis thanks to the ability to import and aggregate third-party financial accounts. Fidelity Go offers external accounts analysis while Ally Invest Advisors does not.
Lastly, more web savvy customers may find it valuable to have access to customer service through phone, email, and live chat. However, not every robo provides live chat support as an option. Fidelity Go and Ally Invest Advisors both offer live chat support.
Overall, Fidelity Go comes out on top with 4.00 stars over Ally Invest Advisors's 3.50 stars. And, as far as individual category awards go, unfortunately, neither Fidelity Go nor Ally Invest Advisors received awards Best in Class - Cost, Best in Class - Investment Approach, Best in Class - Platforms & Tools and Best in Class - Customer Service.