J.P. Morgan to shutter Nutmeg brand

Nutmeg is set to rebrand as J. P. Morgan Personal Investing later this year.

The Nutmeg brand launched in 2012, offering online investment management according to customers’ goals and risk appetites, and was purchased by JPMorganChase in 2021.

The rebrand will take place on 3 November this year, alongside the addition of new features. In coming weeks, the app will roll out the new wealth planner feature, which offers customers a view of their total wealth, alongside tailored suggestions for how they can achieve their goals.

From November, clients with over £250k invested will have access to a dedicated relationship manager, who can offer personalised one-to-one expertise. In 2026, the brand will launch a full DIY investment platform, which will allow investors to buy and sell their own assets.

“We are taking everything that is already great about Nutmeg and expanding it with products and services that you may expect from J.P. Morgan to help even more people achieve their financial goals,” Nutmeg said in a statement.

“Under this new brand, investors will further benefit from over 150 years of knowledge and expertise from one of the world’s largest investment firms, J.P. Morgan, alongside an enhanced digital-first product offering.”

J. P. Morgan has been making other forays into the UK: 2021 also saw it launch its digital-only bank Chase UK, which topped a 2025 ranking of customer satisfaction across current account providers.