Flat-fee platform Interactive Investor will launch an advice proposition this year built off its £40m purchase of fellow platform Alliance Trust in November.
The ATS is split between direct-to-consumer and advised offerings and is popular for its fee-structure despite profitability issues which have dogged results since 2015.
Together, the platforms hold a combined £35bn in assets under management and have around 400,000 customers.
It is the second-largest D2C platform in the market behind Hargreaves Lansdown and almost double the size of its next closest rival, Fidelity.
Interactive Investors chief executive Richard Wilson says there is no certainty yet certain what the combined platforms’ advice proposition will look like.
It will be designed based of customer demand, he adds.
“We are doing a lot of things and we are trying to be better than the rest at listening to customers. When you go down the guidance journey, you end up giving into advice.”
Wilson is clear that whatever the proposition is, it will be something that can co-exist with advisers who have clients on the ATS platform.
Wilson says the platform is also considering the purchase of robo-advisers and has been in discussions with a few.
A spokeswoman says: “Cultural fit is absolutely key. There are only a couple to date that would feel like a good fit, but it is very early days.”