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At the University of Kentucky, we put our students first in everything we do. To help them lead lives of meaning and purpose, we must educate and empower our students to invest in themselves.

We believe so strongly in the value of a degree from UK that we want to start investing in our students and the promise of their future — now.


UK Invests is a new, first-of-its-kind initiative nationally that will help students build a foundation of financial literacy, allowing them to achieve greater financial security, career readiness and well-being.

Through this initiative, all UK students (undergraduate, graduate and professional students) will have the opportunity to deepen their understanding of financial wellness, practice financial investing and receive monetary rewards for institution-identified healthy behaviors.

UK Invests exists in collaboration with third parties, such as Fidelity Investments and its Fidelity Bloom app, ensuring our students will reap a lifetime of benefits for themselves, their families and their communities.

Fidelity Investments is the official investment solution provider for UK Invests.

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How does it work?

Watch this video to learn more about how UK Invests works for our students. 

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Frequently Asked Questions

Why are only student-athletes part of the program?

This initiative will be available to all UK students. UK Athletics, however, does provide a good test case for the UK Invests program as student athletes this fall are for the first time eligible for educational achievement awards. A student athlete cohort of about 600 students also mirrors our student body in some important ways, such as numbers of students who are first generation. 

The academic achievement awards – which do not utilize taxpayer or tuition dollars – can be applied if the student athlete chooses to use their UK Invests account. 

Moreover, while UK Invests is launching first with student-athletes, by Fall 2023, all students at UK will have the opportunity to create an investment account with Fidelity Investments and participate in UK Invests. 


When will this program be available to all students?

Starting this fall, we will expand the program to other parts of campus. By fall 2023, all students will have the opportunity to participate in the program and start investing. 

Why did you choose Fidelity Investments?

Fidelity Investments is a leading financial provider with a reputation for safety and stability helping clients reach investing and retirement goals. Fidelity is committed to working with young and novice investors who are just beginning their financial journey, by providing the resources and tools to make their money work for them. As part of UK Invests, Fidelity Investments will help students save and invest, bringing financial education and investing accounts to UK students, giving them the power to make better money decisions now and after graduation. We bring the program to life through Fidelity Bloom - a free easy-to-use app.

How will this initiative be funded?

In year 1, the university will invest approximately $1 million in this initiative through private and philanthropic support. We believe this idea will garner a great deal of interest from donors, who know the importance of investing and saving as part of the trajectory of our students in leading lives of meaning and purpose.

What has the university done over the last decade in the area of student access and affordability?

UK’s rolling tuition average over the last several four years is now below 2 percent annually (1.6%); a decade ago, tuition and fee increases were averaging nearly six percent.  Additionally, the institution has nearly tripled the amount of financial aid to students – scholarships and grants that don’t have to be re-paid – from $57m to $162m this academic year. UK Invests – the investment accounts and financial education efforts included – represents a third step, or next step, in these efforts.

We are addressing access. We are addressing affordability. Now, we are expanding on what we do to ensure students are prepared both educationally and financially when they leave UK.

I have a question about this program. Who can I contact for help?

We are ready to support you. Please call 859-218-YouK (9685) or email with questions.

What is Fidelity Bloom®?

Fidelity Bloom is an easy-to-use app that provides financial rewards for learning how to save and invest1 helping you make better money decisions now and after graduation.

What are the financial rewards in Fidelity Bloom?

Fidelity Bloom offers automated cash rewards to help you build long-lasting habits to get started, you get $50 when you open an account and deposit $252. Fidelity Bloom also offers a 10% Savings match on up to $3003.

What are the requirements to open a Fidelity Bloom account?

Fidelity Bloom is an app to access two brokerage accounts. To open an account within the app, you need to be at least 18 years old. You also need to have a social security number to complete the digital account open process.

I am an existing Fidelity customer. Can I enroll in Fidelity Bloom?

An existing Fidelity customer can open a Fidelity Bloom account and will be affiliated with UK Invests during the Account Opening process by using the Fidelity Bloom for UK Invests QR code. When you log into you will see all your accounts with Fidelity.

1 The Save and Spend accounts in Fidelity Bloom are brokerage accounts covered by SIPC insurance.  They are not bank accounts and therefore are not covered by FDIC insurance. The Fidelity Bloom Investing account will become available in 2023

2 Limited time offer.  For complete offer terms visit

3 10% is an introductory limited time offer