JP Morgan will roll out a new consumer wealth brand, JP Morgan Personal Investing, to replace the Nutmeg brand as part of the government’s push to encourage greater retail investment.
The new brand provides a full suite of investment, pension and ISA services under one flagship offering and is designed to make investing more accessible and personalised for UK customers.
The new brand combines digital convenience with expert guidance, offering clients a Wealth Planner tool that provides a complete view of their finances and tailored recommendations. For those with larger portfolios—over £250,000—dedicated relationship managers will provide bespoke support.
Alongside managed services, JPMorgan Personal Investing will introduce a “DIY” investment platform in 2026, empowering customers to trade shares, bonds, funds, and other asset classes on their own terms. The service will be accessible both through JPMorgan’s Chase current account app and as a standalone platform.
The transition from Nutmeg will begin in November 2025, when customers can expect to see their current Nutmeg app and website transition to the new brand. All existing products will carry over, ensuring continuity while unlocking new tools and features.
The launch aligns with a government-backed initiative to encourage more Brits to invest in the stock market, moving beyond cash savings. As part of the drive, Chancellor Rachel Reeves recently announced a nationwide advertising campaign, supported by major financial firms, to educate customers on investment opportunities and help them take their first steps into stocks and shares.