Alliance Trust Savings (ATS) has unveiled plans to expand its direct to consumer (D2C) platform to IFAs, in a challenge to traditional players.
The Dundee-based provider mainly operates in the D2C market, but is now looking to make inroads into the IFA space by attracting advisers with high net worth (HNW) clients through its i.nvest platform.
Head of product and marketing Garry Mcluckie said RDR presents an opportunity to take on the big three fund supermarkets.
"We feel transparency is something that all platforms need to adopt - and the big players are being dragged along reluctantly," he said. "IFAs have moved on from percentage commissions - those days have gone."
ATS's upfront fee model would be of particular interest to HNW advisers, he added.
"We are not saying this is a model that will suit all advisers - but certainly those with high net worth clients," he said.
Mcluckie conceded ATS still has work to do in matching the scope of investment options offered by bigger platforms.
"We do not currently offer the bells and whistles of Cofunds, but we are planning on adding more funds and equities throughout the year," he said.
Last month Cofunds unveiled a new unbundled pricing model, with sliding scale fees between 0.29% and 0.15%, whilst fellow supermarkets Skandia and FundsNetwork have also unveiled plans to launch unbundled structures.
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