Online-only advice proposition planmypension.co.uk has been officially launched.
The brainchild of IFA Keith Churchouse, of Guildford-based Churchouse Financial Planning, the site offers bespoke advice on pensions, annuities and ISAs.
Churchouse, who launched a similar, more holistic, service three years ago, says paid-for online financial advice represents the future of the industry.
"We have always been convinced online financial advice is the way forward for both our own business and for a significant and growing segment of the UK retail personal finance space," he says.
Churchouse made his first foray into online advice with the launch of advicemadesimple.com in early 2006.
But he says he opted to scale back the proposition to offer advice solely on the issues of accumulating pension benefits, buying annuities and investing in ISAs.
In order to receive advice on planmypension, consumers are asked to complete a short online fact find, submitting additional questions should they wish.
They will pay a fee of 1% of the amount invested and then receive "full" advice via email. The company will also receive trail commission of up to 0.5% where applicable.
"Our industry has to embrace the challenge of online advice, whether we approve of it or not, and taking the lead will only encourage others to follow," Churchouse says.
"This will lead to a natural expansion of the independent market and grow our opportunities in the UK."
Consultation closing 15 September
Across all public sector schemes
Proceeds being returned to investors