Axa has shelved plans to sell competitors' products with the aid of online advice on its proposed new website.
The-commerce project, known internally as eAxa, stirred IFA concern that it could pave the way for an online multi-tie, when Money Marketing revealed the life office's plans in January.
The website was initially to sell life and pension products from Axa Sun Life, Axa Assurance and PPP Healthcare. It was also going to feature Woolwich's Open Plan account and a share-dealing facility plus other life offices' products.
The service is now set to concentrate only on products under the Axa umbrella. But online financial advice has not been ruled out and the systems for offering the facility are still being developed.
Axa's internet strategy will continue to be developed alongside similar online consumer operations already up and running in Germany, France and Belgium. The life office is yet to confirm the official launch date of eAxa.
Spokesman Phil Hickley says: “The-commerce strategy does not mean we are refocusing away from IFAs.”