diff --git a/src/legacy/core_plugins/vis_type_table/public/paginated_table/paginated_table.test.ts b/src/legacy/core_plugins/vis_type_table/public/paginated_table/paginated_table.test.ts
index 781782e42fbaf..1b16c201ae622 100644
--- a/src/legacy/core_plugins/vis_type_table/public/paginated_table/paginated_table.test.ts
+++ b/src/legacy/core_plugins/vis_type_table/public/paginated_table/paginated_table.test.ts
@@ -42,6 +42,7 @@ interface Column {
   title: string;
   formatter?: {
     convert?: (val: string) => string;
+    [key: string]: any;
   };
   sortable?: boolean;
 }
@@ -94,7 +95,11 @@ describe('Table Vis - Paginated table', () => {
 
     if (isNumber(colCount)) {
       times(colCount, i => {
-        columns.push({ id: `${i}`, title: `column${i}`, formatter: { convert: identity } });
+        columns.push({
+          id: `${i}`,
+          title: `column${i}`,
+          formatter: { convert: identity, getConverterFor: () => identity },
+        });
       });
     } else {
       columns = colCount.map(
@@ -102,7 +107,7 @@ describe('Table Vis - Paginated table', () => {
           ({
             id: `${i}`,
             title: col.title,
-            formatter: col.formatter || { convert: identity },
+            formatter: col.formatter || { convert: identity, getConverterFor: () => identity },
           } as Column)
       );
     }
@@ -678,6 +683,9 @@ describe('Table Vis - Paginated table', () => {
             convert: val => {
               return val === 'zzz' ? '<h1>hello</h1>' : val;
             },
+            getConverterFor: () => (val: any) => {
+              return val === 'zzz' ? '<h1>hello</h1>' : val;
+            },
           },
         },
       ];
diff --git a/src/legacy/core_plugins/vis_type_table/public/paginated_table/rows.js b/src/legacy/core_plugins/vis_type_table/public/paginated_table/rows.js
index 2939534c6fa8d..4f41f0bacc221 100644
--- a/src/legacy/core_plugins/vis_type_table/public/paginated_table/rows.js
+++ b/src/legacy/core_plugins/vis_type_table/public/paginated_table/rows.js
@@ -21,6 +21,15 @@ import $ from 'jquery';
 import _ from 'lodash';
 import tableCellFilterHtml from './table_cell_filter.html';
 
+function getFormattedValue(formatter, value) {
+  const parsedUrl = {
+    origin: window.location.origin,
+    pathname: window.location.pathname,
+  };
+
+  return formatter.getConverterFor('html')(value, false, false, parsedUrl);
+}
+
 export function KbnRows($compile) {
   return {
     restrict: 'A',
@@ -72,7 +81,7 @@ export function KbnRows($compile) {
 
         // An AggConfigResult can "enrich" cell contents by applying a field formatter,
         // which we want to do if possible.
-        contents = contentsIsDefined ? column.formatter.convert(contents, 'html') : '';
+        contents = contentsIsDefined ? getFormattedValue(column.formatter, contents) : '';
 
         if (_.isObject(contents)) {
           if (contents.attr) {
diff --git a/src/legacy/ui/public/visualize/loader/pipeline_helpers/utilities.ts b/src/legacy/ui/public/visualize/loader/pipeline_helpers/utilities.ts
index d754c1d395595..950ac830780b6 100644
--- a/src/legacy/ui/public/visualize/loader/pipeline_helpers/utilities.ts
+++ b/src/legacy/ui/public/visualize/loader/pipeline_helpers/utilities.ts
@@ -146,7 +146,7 @@ export const getFormat: FormatFactory = mapping => {
             basePath: npStart.core.http.basePath,
           };
           // @ts-ignore
-          return format.convert(val, undefined, undefined, parsedUrl);
+          return format.getConverterFor(type)(val, false, false, parsedUrl);
         };
       },
       convert: (val: string, type: string) => {
@@ -163,7 +163,7 @@ export const getFormat: FormatFactory = mapping => {
           basePath: npStart.core.http.basePath,
         };
         // @ts-ignore
-        return format.convert(val, type, undefined, parsedUrl);
+        return format.getConverterFor(type)(val, false, false, parsedUrl);
       },
     } as FieldFormat;
   } else {