Fidelity is rolling out a new platform designed specifically for self-directed investors who demand more robust trading capabilities. The offering, called Fidelity Trader+, brings together advanced tools, customizable features, and a modernized interface across web, desktop, and mobile applications. For advisors with clients who actively manage their own portfolios, this upgrade signals both a competitive move by Fidelity and an opportunity to better understand how technology is reshaping investor expectations.
At its core, Fidelity Trader+ is intended to deliver a seamless, cross-device experience. Investors can now start a trade on one platform—say, while analyzing charts on their desktop—and then finish the transaction on their phone when conditions align. The firm has also rebuilt the mobile app for Trader+ users, integrating a new mode optimized for advanced trading. This flexibility is increasingly relevant for clients who expect access to real-time data and the ability to act on opportunities instantly, regardless of device.
Other key enhancements include advanced charting capabilities, expanded customization options, and real-time streaming data. These additions are designed for clients who want dense, information-rich displays to support sophisticated trading strategies. Jordan Ford, Fidelity’s brokerage product leader, emphasizes the shift in positioning: “We can now serve their needs better than ever before.”
Just as important as the new features is the platform’s overall redesign. Fidelity notes that tasks that once required multiple steps have been streamlined down to a single click or two. For time-sensitive traders, that simplicity is not just a convenience—it can be the difference between catching and missing an opportunity. The firm’s aim is to create a more intuitive experience that reduces friction and increases execution speed.
Josh Krugman, senior vice president of brokerage, highlights what Fidelity sees as the most significant development: the underlying technology. “This is a totally modern tech stack,” Krugman says. For advisors, that means the company can iterate faster, deploy new features quickly, and keep pace with evolving client expectations. Krugman underscores that the upgrade is part of a long-term vision, noting that Fidelity has plans in place through 2026 to expand Trader+ with more services tailored to engaged, high-value clients.
Why does this matter for wealth managers? Active or “complex” traders, as Fidelity prefers to describe them, are among the most coveted clients for brokerages. They may not fit the stereotype of day traders executing dozens of orders daily, but they are intensely involved in managing their portfolios and tend to demand sophisticated tools. Fidelity executives describe them as clients who expect advanced charting, customized alerts, and real-time analytics. Just as important, they expect these capabilities to be available across platforms without interruption.
For advisors, the term “complex trader” is worth noting. These investors might also be your clients—individuals with meaningful assets who are highly engaged in their own portfolio management. They may not require day-to-day advisory management, but they can benefit from strategic planning, tax optimization, estate structuring, or alternative investment allocation. Their focus on execution does not eliminate their need for guidance in broader wealth management areas.
The launch of Trader+ also reflects an industry-wide trend: platforms competing to retain and attract active investors by offering more sophisticated self-directed tools. Robinhood, for example, introduced its Robinhood Legend desktop platform last year, debuting features like custom indicators and advanced charting during its active trader conference in Las Vegas. The competitive pressure is clear—brokerages recognize that these clients often consume multiple services, from margin lending to data subscriptions, making them a profitable demographic.
Fidelity’s strategy to serve these clients is grounded in both technology and client engagement. Krugman points out that feedback from Fidelity’s most engaged investors shaped the development of Trader+. This collaborative approach suggests that the firm is listening carefully to the needs of its most valuable retail segment. For wealth advisors, this highlights the importance of understanding how self-directed clients are shaping the market’s direction. Even if they don’t rely on you for day-to-day trading, they are setting expectations for what “best-in-class” investment technology should look like.
For advisors and RIAs, the implications are twofold. First, as clients gain access to more sophisticated self-directed platforms, they may demand faster, more data-driven insights from you as well. Even clients who rely on discretionary management may want tools that let them monitor portfolios with the same level of precision they see in apps like Trader+. Second, the definition of value in wealth management continues to shift. Clients may expect their advisors to provide not only planning and strategy but also fluency in the technologies they use daily.
Advisors may also want to consider how self-directed trading platforms impact client behavior during periods of market volatility. The ability to execute trades quickly and seamlessly could lead to more frequent portfolio changes, which may or may not align with long-term strategies. Educating clients on behavioral pitfalls, while respecting their autonomy, becomes even more critical when technology removes friction from trading.
There’s also a potential opportunity for advisors to integrate these tools into client conversations. For example, a client who uses Trader+ to manage a portion of their assets may appreciate guidance on how their trading fits into their broader wealth plan. Advisors who understand the functionality of these platforms will be better positioned to discuss risk management, diversification, and tax consequences in a way that resonates with highly engaged investors.
Looking ahead, Fidelity has made clear that Trader+ is not a static product. Its modernized architecture allows for ongoing upgrades, and the company has already signaled that 2026 will bring additional enhancements. This suggests an ongoing cycle of innovation aimed at keeping pace with investor demands. Advisors should expect more robust data visualization, cross-platform integration, and possibly even AI-driven tools in the near future.
In many ways, the launch of Fidelity Trader+ highlights a broader narrative in wealth management: the convergence of technology, client engagement, and advisory services. Brokerages are competing to empower investors with tools once reserved for professionals, and clients increasingly expect a seamless, customizable experience. For advisors, this creates both challenges and opportunities. The challenge is keeping up with client expectations shaped by platforms like Trader+. The opportunity is positioning yourself as the professional who can help clients integrate these powerful tools into a comprehensive financial strategy.
For RIAs in particular, it’s important to recognize how platforms like Trader+ influence investor psychology. When clients can act on real-time data with a few taps, the risk of reactive decisions grows. Advisors who can reframe this speed as a tool to be used strategically—not impulsively—can reinforce their value as behavioral coaches as well as financial planners.
The rise of the “complex trader” also underscores the blurred lines between self-directed and advised wealth management. Many of these investors may not want a fully discretionary relationship, but they do want professional input on tax efficiency, estate planning, or risk-adjusted return strategies. Fidelity’s framing of these clients as engaged, feedback-driven, and technology-forward signals a demographic that advisors should not overlook.
Ultimately, Fidelity Trader+ is not just a trading platform—it’s a statement about the evolving expectations of investors. For advisors, the message is clear: your clients may increasingly look to technology for execution, but they will still look to you for perspective, strategy, and discipline. Those who can bridge the gap between cutting-edge tools and long-term wealth management will be best positioned to thrive in this environment.
As competitors like Robinhood and others continue to raise the bar with advanced platforms, Fidelity’s Trader+ signals that the landscape for self-directed trading is becoming more sophisticated. For wealth advisors and RIAs, staying fluent in these developments will be essential—not only to understand what clients are using but to remain relevant as technology reshapes the client experience. The advisor’s edge lies not in replicating the platform’s capabilities, but in delivering the context, planning, and judgment that no app can replace.
