Head-to-head · Robo-Advisor Apps
Wells Fargo Intuitive Investor vs Merrill Guided Investing
Wells Fargo Intuitive Investor leads on 0 checks, Merrill Guided Investing on 1, and 4 are even. Who comes out ahead on the 5 yes/no, price and count checks where we have data for both products. The editor score weighs everything else too.
Our verdict
- Highest scoreWells Fargo Intuitive Investor · 8.4/10
Wells Fargo Intuitive Investor scores higher on our rubric for robo-advisor apps: 8.4 against 8.3 out of 10; our editors rank them #7 and #8.
Merrill Guided Investing leads on minimum investment: 1000 $ versus 500 $.
Wells Fargo Intuitive Investor is the better fit for investors seeking advisor access alongside automation. Merrill Guided Investing is the better fit for investors wanting optional advisor help and tax tools.
- Wells Fargo Intuitive Investor fits best
Investors seeking advisor access alongside automation
- Merrill Guided Investing fits best
Investors wanting optional advisor help and tax tools
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Side by side
| Feature | Wells Fargo Intuitive Investor 8.4/10 Visit ↗ | Merrill Guided Investing 8.3/10 Visit ↗ |
|---|---|---|
| At a glance | ||
| Editor score | 8.4 | 8.3 |
| Ranking | #7 in Robo-Advisor Apps | #8 in Robo-Advisor Apps |
| Best for | Investors seeking advisor access alongside automation | Investors wanting optional advisor help and tax tools |
| Pricing model | Paid | Paid |
| Starting price | Not published | Not published |
| Free plan | — | — |
| Free trial | — | — |
| Deployment | Cloud, Mobile | Cloud, Mobile |
| Platforms | Web, iOS, Android | Web, iOS, Android |
| Built for | Solo, Small business | Solo, Small business, Mid-market |
| Features Wells Fargo Intuitive Investor 3/4 · Merrill Guided Investing 3/4 | ||
| Tax-loss harvesting | ✓ | ✓ |
| Goal-based portfolios | ✓ | ✓ |
| Retirement accounts | ✓ | ✓ |
| Socially responsible option | Not published | Not published |
| Specs | ||
| Minimum investment | 500 $ | 1000 $ (best) |
| Human advisor access | Optional | Optional |
| Portfolio customization | Limited | Limited |
| Our review | ||
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| Cons |
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| Our verdict | Wells Fargo Intuitive Investor is an automated investment service for investors who want a portfolio aligned with a specific goal, risk tolerance, and time horizon. It uses exchange-traded funds and manages the account after recommending… Read the review → |
Merrill Guided Investing is an investment advisory program for people who want professionals to manage a portfolio rather than choose investments themselves. It builds recommendations around goals, time horizon and risk tolerance, then… Read the review → |
Strengths and trade-offs
Wells Fargo Intuitive Investor — where it wins
- Daily monitoring, rebalancing, and dividend reinvestment
- Optional tax-loss harvesting for eligible accounts
- Individual, joint, trust, custodial, and IRA account types
Where it doesn't
- Requires a $500 initial investment
- Portfolio customization is limited
- Advisor support is available by phone
Merrill Guided Investing — where it wins
- Portfolio recommendations reflect goals, time horizon and risk tolerance
- Potential loss harvesting and ongoing portfolio rebalancing
- Optional advisor guidance and traditional, Roth, SEP and SIMPLE IRAs
Where it doesn't
- Annual fee starts at 0.45%, with a $1,000 minimum investment
- Portfolio customization is limited
- No free plan; the fee-waiver offer is a promotion, not a free tier
- Wells Fargo Intuitive Investor8.4/10 · Paid
Goal-based automated portfolios with optional phone access to financial advisors.
Visit Wells FargoFull verdict → - Merrill Guided Investing8.3/10 · Paid
Goal-based managed investing with optional one-on-one advisor guidance.
Visit MerrillFull verdict →
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Reviewed by iTechGuides Editors · Editorial team · Updated Oct 2026
Last updated · How we research and update