The move means all advisers and firms signed up to Novia will have the opportunity to brand online access screens that their clients view.
The client will see their adviser or firm’s onscreen branding when browsing their valuations and transaction history pages, and on any print out.
Novia director of operations Richard Denning says: “Unlike many traditional providers in the market, we do not believe that simply pushing a retail brand is critical to our success. More important is allowing advisers to tailor the service and investment solutions they give to their clients.
“Novia believes advisers should be able to maintain their own brand while taking advantage of our technically advanced platform.”