Friends Life has defended its direct to consumer proposition, PlanWise, against an claims it is using the service to cut advisers out of the sales process.
PlanWise is an online and telephone based tied advice service for Friends Life customers who no longer have or have never had an IFA.
Launched in September, the proposition is aimed firmly at orphaned clients, Friends Life said.
However, Brian Ollerton, IFA at Woodcocks, said Friends Life has gone to extra lengths to contact his existing client base with the intention of switching them to PlanWise.
"Friends Life has telephoned two of my clients about PlanWise, even though those clients never gave Friends their numbers, so they have gone out of their way to find those details," said Ollerton.
"They have also targeted clients who we only set up policies for last year; these are not orphaned clients," he added.
Friends Life marketing director Jo Cann denied PlanWise is an attempt to cut IFAs out of the advice process.
"PlanWise is for clients who do not have advisers," she said.
"We make it clear to clients that they do not need to do anything if they have an active relationship with their advisers."
Cann denied Friends Life had gone to extra lengths to find clients' telephone numbers and call them directly rather than write to them.
"As part of our rebrand, we have been writing to customers to demonstrate the consolidation of our brands and to update their details," she said.
Any clients who had phoned Friends Life in the past could also be contacted, she said, as the provider updates their contact details to include their numbers.
In association with Professional Adviser
Mortgages Market Study
Latest news and analysis
Our weekly heads-up for advisers