A fixing device includes a fixing rotator unit. The fixing rotator unit includes a fixing rotator formed into a loop; a holder to hold an end in a longitudinal direction of the fixing rotator; a pressure rotator disposed opposite the fixing rotator to press against the fixing rotator; a pressure pad disposed inside the loop to receive pressure from the pressure rotator via the fixing rotator to form an area of contact between the fixing rotator and the pressure rotator; a stay to support the pressure pad against the pressure from the pressure rotator; and a positioner to secure the holder and to position the stay with one end of the stay projecting outwards from the positioner. The positioner has a limited moving distance in a thrust direction. The limited moving distance is shorter than a length of a part of the holder entering the loop.