Former Ashcourt Rowan Financial Planning chief executive Chris Williams is planning to launch an online and telephone-based simplified advice service.
WealthHorizon will launch this summer with financial backing from a group of private individuals including Williams, who is also a board director at the Institute of Financial Planning.
The service will offer guided advice online and consumers will be able to speak to an adviser remotely.
The firm will start with up to 10 advisers qualified to at least QCF Level 4. The service will be powered by the Parmenion platform.
Clients with more complex needs will be referred to external advice firms offering face-to-face advice.
Williams says: “We can see part of the population not being served appropriately by the industry. This has to change.
“We are providing a greater online capability to advisers, enabling clients to undertake more transactions themselves.”