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Aviva Investors is preparing to launch a range of three new funds to rival SLI's GARS strategy, under the leadership of new CEO Euan Munro.
Novia's profits rose sharply last year after the group received a boost from the sale of its Novia Investment Services arm to Aegon.
Asset managers are likely to engage in a "fundamental rethink" of their retail strategies as more customers go direct in future, according to analysts at Barclays.