Former Sesame distribution director Nick Kelly is launching a new national proposition.
Alexander House Financial Services will launch in July and aims to offer face-to-face advice, online advice and telephone-based advice.
Kelly left Sesame in November amid a reshuffle of the network’s executive team.
He is joined at Alexander House by chief operating officer Jane Hodges, IT director Rod Reed and commercial director Christian Kumar.
Hodges and Reed have both joined from IT consultancy Total Plus.
Former 1st Exchange managing director David Child will be non-executive chairman.
The Alexander House telephone-based service will initially offer only annuity and protection products.
The firm says it is too early to say how many advisers it will have at launch but aims to have 200 within the first two years.
The firm will offer clients a portal to review their own investments and access self-service facilities and web-based advice.
It adds it will monitor its advice process using a mixture of recording all client meetings and mystery shopping.
Kelly says: “Advisory firms are operating in a market where consumers are less trusting and increasingly predisposed to self-service, whilst our new regulator will be demanding the highest possible standards.
“In our view we are creating a new, scalable and innovative business model.”