The platform created by Selestia co-founder and ex-marketing director Bill Vasilieff was created with InfoComp using their composer software and is targeting IFAs in the high net worth and mass affluent sector.
Novia is backed by Future Capital Partners and Matrix Securities has taken just eight months to create.
Over the next few weeks a limited number of IFAs will be moved onto the platform before it is opened to the whole market in November.
The platform will offer a range of product wrappers including a Sipp, a general investment account, an offshore bond, cash and stocks and share Isas.
Each wrapper has an integrated cash facility and there is also the ability for off platform holdings to be recorded.
There will be a wide ratnge of investment fund choice in addition to stocks and shares, and ETFs.
Novia will offer portfolio planning tools, including risk profiling, asset allocation and model portfolio building as well as providing advisers with the tools to look at all their clients investments, not just those on the Novia platform.
Re-registration both on and off the platform is also available, there is an unbundled charging structure and a Treating Customers Fairly centre is also included to help advisers create an audit trail.