Informed Choice will launch an online execution-only investment platform early next year.
The advice firm has been working on the proposition, called IC Direct, for six months and plans to launch in March.
Informed Choice managing director Martin Bamford (pictured) says the fee structure for the platform has not yet been finalised.
He says: “We are going big on this. It will combine a series of low charges with full transparency.
“We are going to apply the standards that are coming into force for the advisory market to our execution-only proposition.
“There will be a clear charge for the platform and a clear charge for the fund manager. There will be no hidden kick-backs or any of that sort of murky stuff going on.”