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Decide2 uses Cofunds and 7IM for ‘assisted non-advised’ service

Mass-market advice provider Decide2 is developing an “assisted non-advised process” that will be run off the Cofunds platform and use model portfolios from Seven Investment Management.

Decide2, which is led by former Aegon Direct chief executive James Dean, launched at the beginning of this year to offer online and phone-based advice to the mass market.

The company is testing an online service that will provide “assisted non-advice”, with phone-based support if necessary. The client will est- ablish their attitude to risk and be presented with suit- able risk-rated model portfolios from 7IM.

Dean says the use of passive funds will reduce the need for portfolio rebalancing, which he claims will cut ongoing costs for investors.

The charges for the service, which is expected to launch in the second half of the year, have not been finalised.

Clients can be referred to an adviser at various points thr-ough the process.

Dean says: “Decide2 is developing a staged education pro-cess that allows a client to start with a basic need, explore the broad options and some of the pros and cons of various simple solutions. We will not provide opinions or suggest which is the preferred route.”

7IM marketing director Justin Urquhart Stewart says: “It is inevitable that more people will be keen to do some of their investing themselves. The danger is you give people access to the chemistry set and they blow themselves up but this can be managed as long as the right structure is in place and they understand the risks.”

Decide2 will also offer a similar process for protection and annuities.

Hudson Green & Associates principal Ian Hudson says: “The regulator needs to look closely at how Decide2 dis- tinguishes between advice and non-advice.”



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  1. In the name of all that’s holly, how can you seriously say you are not offering some form of advice (Def to; counsel, To recommend; suggest) when you offer ‘assisted’ (Def ‘To give help or support‘) product selection. These people are taking the Piss using semantics to avoid regulatory costs the rest of stupidly follow like lambs to the FSCS altar

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