Fidelity has just taken a big step in the direct indexing game. Direct indexing has been very hot across the asset management space over the last 12-18 months and has mostly been marketed so far as a high-minimum service for advisors to customize portfolios to client desires. Now, with a product called FidFolios, Fidelity is poised to launch a service to let mom and pop investors customize their portfolios with a minimum of just $5,000.

FINSUM: This was bound to happen. Most advisors may see this as a threat to their value proposition, but we more see it as a validation of the utility of direct indexing for clients. Advisors should take this as a sign of confidence that they should offer direct indexing to clients!