True Potential is launching a platform next year which could be up and running by Q1.
The services provider says it has been working on the proposition throughout this year and has conducted a full review of the sector following requests from clients.
"We have studied existing platforms in depth, and we think there is a genuine opportunity to build a wrap that provides a superlative environment for advisers and their clients," says True Potential senior partner Mark Henderson. "I'd like to stress this will be a truly differentiated, easy to use platform with innovative ideas and thinking."
The company already has the back-office capability to integrate with the new platform which it says will provide a "market leading" proposition. The platform will use the latest technology, it adds, to deliver information promptly to users, including those who have downloaded the True Potential iPhone and iPad applications.
Henderson adds the company's independence allows it to develop a truly customer-focused offering.
"We are not a product provider or owned by one therefore we can genuinely put the end client and their money at the heart of what we build," he says.
The firm's new wrap could launch as early as Q1 2011, it says, with further details to be announced next year.
True Potential's foray into the wrap space comes as some industry figures speculate the market is over-crowded. Last month, Macquarie announced it will close its UK wrap in March, citing execution challenges and difficult business conditions.
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