A fixing device includes a fixing rotator, a pressure rotator, a planar heater, a holder, a conductor, and a support. The pressure rotator presses the fixing rotator to form a fixing nip between the pressure rotator and the fixing rotator. The planar heater contacts an inner surface of the fixing rotator. The holder holds the heater and guides the fixing rotator. The conductor is grounded and contacts the inner surface of the fixing rotator. The support supports the holder and has a shape of regulating rotation of the conductor.