Bramdean Asset Management has confirmed it is launching an execution only funds supermarket next year, quashing reports the launch had been shelved due to concerns over platform regulation.
The direct to consumer platform, Beesandhoney.com, is set for launch in the middle of 2012.
Investors will be able to use it to buy investment funds via the site with or without an ISA wrapper.
The Beesandhoney.com site will be split into four parts: an investor information site, an online newspaper, investment fund information area and a section allowing investors to purchase funds.
Robin Wight, non-executive chairman of the company, said the site offers a "fresh new approach to the way investment products are sold".
"Beesandhoney.com will have a high level of content, which is important as we want to have a dialogue and ongoing relationship with our customers."
Wright was responsible for the original Orange campaign with the slogan "The future's bright, the future's Orange" and the 118 118 launch campaign.
Bramdean said the system underpinning the platform is almost ready but there remains a lot of work to do to get the site up and running. It also said it needs to recruit staff.
There had been reports the planned platform launch had been shelved due to concerns over platform regulation.
Partner Insight Video: Advisers have had to adapt to the changing investment landscape.
Investment trust savings scheme