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6 Top Fidelity Competitors: Empower Your Investment Decisions

Fidelity Competitors

The financial services industry is abundant with companies aiming to provide the best solutions for consumers’ investment needs. A notable player in this landscape is Fidelity Investments, one of the largest asset managers globally, known for its diversified product portfolio. 

However, it faces competition from other firms striving to make a mark in the investment landscape. 

This article explores the best Fidelity competitors, mainly focusing on Vanguard Group, Charles Schwab, and Merrill Lynch, examining their offerings and how they stand as strong competitors to Fidelity.

6 Fidelity Competitors That You Must Be Aware Of

Vanguard Group: The Index Fund Pioneer

Vanguard Group is one of Fidelity’s main competitors. The firm established itself as a heavyweight in the investment industry through its pioneering efforts in championing low-cost index fund investing.

The primary aspect that sets Vanguard apart is its unique corporate structure. Unlike its competitors, Vanguard is owned by the funds managed by the company and therefore, indirectly, by its customers. 

This feature allows the firm to keep costs low, a key selling point, especially for investors who prioritize low fees.

On the product front, Vanguard has a robust range of offerings, including various index funds and ETFs. Moreover, they offer advisory services for individuals needing a more hands-on approach to investing. 

However, Fidelity often surpasses Vanguard when it comes to customer service and the digital experience. This is an area where Vanguard could potentially enhance its services to compete more effectively with Fidelity.


Charles Schwab: A Strong Contender

Charles Schwab is another formidable competitor to Fidelity. Known for its strong focus on customer service and broad range of offerings, Charles Schwab has positioned itself as a leading force in the financial services arena.

Perhaps Schwab’s biggest edge over Fidelity lies in its banking services. While Fidelity does offer cash management accounts, Schwab provides full-scale banking solutions, including checking and savings accounts, mortgages, home equity lines of credit, and personal loans.

Moreover, Schwab’s zero-fee online equity, ETFs, and mutual funds trades are appealing to cost-conscious investors. However, the performance of Schwab’s proprietary funds has often lagged Fidelity’s funds, giving Fidelity an edge in this area.

Merrill Lynch: Combining Brokerage and Banking

Merrill Lynch, now a part of Bank of America, also stands as a strong rival to Fidelity. Their acquisition by Bank of America has allowed Merrill Lynch to couple its investment services with a powerful banking institution, making them quite appealing to individuals who prefer integrating their banking and investment work.

Merrill Lynch has a comprehensive line-up of investment products, ranging from ETFs and mutual funds to options and futures. Their standout offering is the Merrill Edge Self-Directed service, which offers commission-free online stock, ETF, and options trades.

Although Fidelity does compete with Merrill Lynch on fees, tools, and investment options, Merrill’s seamless integration with Bank of America’s banking services gives them a unique advantage in this competition.

Beyond Vanguard Group, Charles Schwab, and Merrill Lynch, Fidelity Investments faces competition from other financial giants, such as BlackRock, J.P. Morgan Asset Management, and Goldman Sachs Asset Management. To gain a better understanding of these competitors, we will examine their unique offerings and qualities in the financial services landscape.

BlackRock: The Asset Management Behemoth

BlackRock is the world’s largest asset management company, with significant influence due to its massive Assets Under Management (AUM). Known for its innovative approach and technology integration, BlackRock is a powerful competitor in the financial market.

Key Offerings

  1. iShares ETFs: BlackRock’s most successful product line is iShares, which encompasses a diverse range of exchange-traded funds, providing investors access to various markets and sectors with low costs and high liquidity.
  2. Sustainable Investing: BlackRock has demonstrated a commitment to sustainable investing and incorporates Environmental, Social, and Governance (ESG) factors into its investment process. Its array of sustainable funds and comprehensive research have placed them at the forefront of ESG investing.
  3. Aladdin Platform: The company recognizes the importance of technology in finance and has developed the Aladdin platform, an advanced risk analytics and portfolio management system, to support its clients in making data-driven investment decisions.

In comparison to Fidelity, BlackRock holds a substantial edge when it comes to the sheer size of its AUM and market reach. While Fidelity positions itself as a leader in customer service and offers a strong lineup of actively managed funds, BlackRock excels in compelling ETF offerings and technological solutions.

J.P. Morgan Asset Management – Leveraging Market Insights

J.P. Morgan Asset Management, a division of the international investment bank J.P. Morgan Chase, has established itself as a powerful force in managing and advising investments, relying on comprehensive market insights and research capabilities.

Key Offerings

  1. Market Insights and Research: The company offers comprehensive market insights and reports, equipping clients with valuable information to inform investment strategies at both individual and institutional levels.
  2. Broad Investment Product Line: J.P. Morgan Asset Management offers a diverse suite of investment products, including mutual funds, ETFs, and hedge funds, catering to a wide range of investors.
  3. Strong Trading Platform: The firm’s platform, J.P. Morgan Self-Directed Trading, provides investors with the opportunity to access stocks, ETFs, mutual funds, and bonds at affordable pricing—while promoting a user-friendly digital experience.

While Fidelity is renowned for its wide range of mutual funds, J.P. Morgan Asset Management outshines Fidelity in terms of market insights and institutional research capabilities. J.P. Morgan’s extensive trading platform also strengthens the competition with Fidelity.

goldman sachs

Goldman Sachs Asset Management – Dominating on Diversification

Goldman Sachs Asset Management (GSAM) plays a crucial role in the world of investment management, offering a wide array of financial solutions, from fixed income to alternative investments.

Key Offerings

  1. Diverse Portfolio: GSAM has built a robust product lineup, covering a variety of asset classes, such as equities, fixed income, and alternatives, to attract investors with different goals and risk appetites.
  2. Active Management Strategies: The firm primarily focuses on actively managed fund strategies to achieve superior risk-adjusted returns.
  3. Strong Institutional Presence: Additionally, GSAM offers asset management solutions to institutions, including pensions, endowments, and foundations, demonstrating its appeal across diverse investor categories.

Goldman Sachs Asset Management differentiates itself from Fidelity through its diversified product range, focus on active management strategies, and strong institutional presence.


Fidelity is a significant player in the investment management industry. Assessing its primary competitors, like BlackRock, J.P. Morgan Asset Management, and Goldman Sachs Asset Management, reveals how these firms pose distinct challenges to Fidelity’s market positioning. 

BlackRock dominates with its ETF offerings and technology-focused solutions, while J.P. Morgan differentiates through its market insights, research, and trading platform.

On the other hand, Goldman Sachs Asset Management showcases its diversified product range, active management strategies, and strong institutional appeal.

As the financial services landscape continues to evolve, Fidelity needs to respond to these competitive forces by adapting, innovating, and refining its offerings, aimed at maintaining market dominance.