Personal finance website Motley Fool is offering its own direct Sipp administered by AJ Bell.
Motley Fool senior product manager Paul Warburton says the product aims to complement the share-dealing service the firm set up six months ago.
The companies offers a financial and utilities price comparison website, a share tipping and dealing service, online forum and personal finance editorial.
Warburton says: “With the recent regulatory changes, we thought it was time to launch our own branded Sipp, which we will be running in conjunction with our share dealing service on the same platform. We believe there are huge opportunities in this arena.”
Hargreaves Lansdown head of pensions research Tom McPhail says: “This reinforces the expectation that Sipps are becoming the dominant life form in the pension landscape. It is an example of how new distribution arrangements are coming about to take advantage of branding and marketing in an attempt to access new markets.”