Fidelity Charitable on Thursday rolled out GivingCentral, an online adviser platform, and a dedicated adviser service team.

On the platform, advisers and set up and manage Giving Accounts or make contributions to Fidelity Charitable on behalf of their clients.

“Fidelity Charitable is focused on making it easy for advisers to help donors achieve their charitable goals,” said Sarah Libbey, president of Fidelity Charitable. “By providing advisers with the best technology and a dedicated service that specializes in meeting their needs, we can help them add greater value to the charitable conversation with donors.”

Mike Durbin, president of Fidelity Institutional Wealth Services, added: “Charitable giving is best maximized when integrated with a donor’s overall financial plans. The connection between WealthCentral and GivingCentral provides a powerful tool for our adviser clients, making it easier for them to manage investor accounts and to offer strategic recommendations around charitable giving.”

Since its inception 20 years ago, Fidelity Charitable has helped donors support more than 140,000 non-profit organizations with more than $11 billion in grants.

Subscribe Now

Access to premium content including in-depth coverage of mutual funds, hedge funds, 401(K)s, 529 plans, and more.

3-Week Free Trial

Insight and analysis into the management, marketing, operations and technology of the asset management industry.