An adviser has criticised Aviva for not having the full functionality to allow him to offer its protection products through his new execution-only proposition.
HHPG Wealth Management will launch a direct-to-consumer offering across pension, investment, protection and Isa products this month.
The firm has so far reached agreements with Legal & General, Bright Grey and Friends Life to offer protection products through the service.
However, Aviva does not currently have the functionality to allow clients to be transferred through to its website to execute the transaction alongside recognising the adviser’s agency.
Aviva says it is willing to work with the firm to offer quotes and commission sacrifice functionality but to go further would require costly development.
HHPG director Richard Harry says he opened discussions with Aviva over the provision of its products in August 2011 and offered to pay for the development costs.
He says: “I think Aviva is reluctant to go through an adviser’s direct proposition because it feels it would rather deal with execution-only consumers themselves.”
An email from Aviva UK protection director Richard Verdin to Harry last month says: “I appreciate there are some providers able to support the detailed proposition you desire, however, for each provider, the cost and resource constraints are different.”
Verdin says: “In this instance, the adviser wants to be able to refer customers to the Aviva website through their own which is not easy for us to do, it takes a lot of effort and we would be being speculative with capital.”
An Aviva spokeswoman adds: “Aviva works with a wide range of advisers providing support and services for selling our simplified products and there are no plans to change this.”