Dozens of jobs are at risk in Legal & General's (L&G's) IFA wealth sales support division following a restructure.
The firm says 35 roles may be cut in the 121-member team as it strives to provide a "more specialist" service to advisers.
Spokesman Mike Connolly says the number of IFAs now doing business through platforms has forced the move.
"The changes are being made to reflect the way IFAs have been doing business with us in recent months," he says.
"There tends to be more business being done through platforms and online and there has definitely been a shift away from face-to-face and towards more online transactions."
Connolly says L&G will create 14 new roles within the division with the aim of offering more expert support in pensions and investments, but net job loss will remain about 35.
He adds L&G is now looking for alternative internal positions for those affected by the restructure.IFAonline
£92bn transferred since 2015
Achievements, charity work and other happy snippets
Since first announcement