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Technology > Marketing Technology

Fidelity Launches iPhone and Android Mobile Trading App for RIAs

By Joyce Hanson

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Fidelity Investments announced Monday that advisors who use the firm’s WealthCentral technology platform can now make trades with a new iPhone and Android app.

The approximately 1,500 advisors using WealthCentral can download the new application from iTunes or Android Market, then immediately start using their smart phones to trade and answer orders for their clients, according to Ed O’Brien (left), head of technology at Fidelity’s Institutional Wealth Services.

Advisors are able to trade stocks, ETFs and mutual funds via a simplified trade ticket and view immediate order status details using the apps.

“Combining innovative mobile technologies with WealthCentral’s powerful open technology platform can continue to help advisors maximize their productivity and deliver an exceptional client experience,” O’Brien said in a Monday interview.

The WealthCentral platform began as a website in late 2008, and this year Fidelity added a mobile application to the platform after conducting a pilot program that included making live trades. To address potential security concerns over end client data, Fidelity’s security walls include single-use PINs and tokens with constantly changing access codes.

Regardless of the access point, advisors using WealthCentral can choose which users in their office can make trades for a client, O’Brien noted.

“A lot of what we’re doing is just adding an access point,” he said. “Everything except the front end is the same except the access point.”

The new trading app lets advisors access client account balances, holdings and transaction activity, including client profile information, positions and balances for brokerage and nonbrokerage accounts, transaction history details, current account alerts as well as third-party market news and quote details.

Fidelity also has plans to launch a WealthCentral app for the iPad that will include expanded trading capabilities, interactive charting and look-up capabilities for account details.

“This is the next step in a logical progression,” O’Brien said. “WealthCentral allows for multiple access points, including PC desktops, laptops, iPhones and Android. Advisors have been asking for a trading tool. Over 30% of all of our WealthCentral users are using mobile apps, and it’s just in the last six months that they’ve come onto the mobile platform.”

The annual cost for WealthCentral to a relatively small firm with several hundred clients, one or two planners, and four CRM licenses runs about $8,200.

The platform gives single sign-on access to five discounted applications: portfolio management software from Advent, financial planning software from NaviPlan, portfolio modeling and rebalancing from Northfield, CRM software from Oracle and portfolio accounting from Black Diamond.

Read more about Fidelity’s WealthCentral platform.

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