Devon-based Prydis Wealth has launched its own direct-to-consumer platform called Strawberry Invest.
The platform is powered by technology from Investment Funds Direct Ltd, which also powers the Ascentric platform.
It will charge investors a platform fee of 0.4 per cent on investments up to £50,000, 0.35 per cent to £250,000, 0.2 per cent to £1m and 0.1 per cent on assets over £1m.
Isa accounts, Sipps and GIAs will all be available through the white-labelled IFDL service.
Strawberry Invest managing director James Priday says: “Strawberry’s aim is straightforward: to provide investors with a simple and low cost platform to control their investments. With such low interest rates on cash, people are increasingly looking online to improve their financial knowledge and are becoming more aware of the need to save for their futures and retirement.
“The key is to make saving both simple and interesting. We are certainly not advocating dispensing with the services of a financial adviser, especially those with fairly complex financial affairs, but believe that people with simpler affairs should have the tools and information to manage their own savings and investments.”