The platform aims to make investing more intuitive and accessible, to mass-affluent and retail clients alike, bringing together banking, saving and investment services through a single digital experience.
We see the technology as an enabler to reach a broader client base. The platform integrates BlackRock’s Aladdin Wealth technology, so we can really rely on a top-notch system and do so in a way that is already at scale for the client.
The Fideuram Direct app allows clients to invest in a selected range of exchange-traded funds (ETFs) and Discretionary Portfolio Mandates (DPMs), and gives them built-in analytics and intuitive portfolio tools. The recent launch of the platform in Luxembourg and Belgium also builds on Intesa Sanpaolo’s expertise following its successful launch of Fideuram Direct in Italy, its largest client base.
An evolving offering
As Lazzarini explains, rather than presenting clients with an overwhelming catalogue of products, Fideuram Direct has a selection of around 80 ETFs, grouped into different clusters to help clients navigate their options. Its ETF Savings Plan also allows investors to make regular investments without having to make timing decisions.
The platform has also introduced DPMs, allowing professional portfolio managers to adapt a portfolio on the client’s behalf—a service which is available from €3,000, thereby bringing a traditionally high-end proposition to a wider client base.
By end-2026, Fideuram Direct will also launch its Direct Advisory offering. Even before this rolls out, Lazzarini notes, the platform retains the human element through a dedicated Luxembourg support team. Clients can contact this team for guidance on how to use the platform, while the planned Direct Advisory service is expected to take this proposition further.
Global expertise, local regulatory knowledge
Security and regulatory demands are also on the rise worldwide, pushing banks to strengthen cybersecurity and embed smarter compliance into digital journeys. Furthermore, there’s a trend towards localisation: global innovation may set the pace, but ultimately there’s only value when such platforms can be adapted to local regulations, tax frameworks and client expectations.
As Lazzarini explains, one of the key differentiators of Fideuram Direct is the ability to handle specific taxation for its different markets. “In Belgium, clients prefer to invest in a specific asset class, whereas Luxembourg is more international, so we are able to adapt the offer for this,” he explains. “The Belgium taxation system is much more complex than the Luxembourgish one, but the platform is designed to accommodate the tax frameworks of each market.”
He also shares his thoughts on where banking and wealth management are heading. “The future will be shaped by a balance of digital efficiency and human guidance. Clients want seamless onboarding, transparent products, and intuitive digital tools—but they also value personalised support when needed,” he explains. “Banks that succeed will combine strong technology, robust security, and clear regulatory expertise with a client centric approach.”
Intesa Sanpaolo Wealth Management has approximately €17 billion in assets under management and counts around 250 employees*.
To discover more about Fideuram Direct or to download the app, visit the dedicated website here.
Investing involves risks, including the potential loss of capital, and the value of investments may go up as well as down. Past performance is not a reliable indicator of future results.
* Data as at 30 June 2026