Guardian Wealth Management has revealed plans to offer a low-cost, remote independent advice proposition to clients, delivered via Skype and other online tools.
The firm, which predominantly serves expats in Europe and the Middle East, is to open a 100-strong headquarters in Cardiff this year, with the ability to advise clients located across the world.
Chief executive David Howell (pictured) said the firm is aiming to be the first to bring lifestyle financial planning to the mass market.
"We aim for [the higher end] of the market, but financial planning can be applied to any segment of the socio-economic structure," he said.
"We're working on the technology to bring that to everyone over the internet via Skype. It's cost effective, packaged and deliverable."
The offering is similar to LearnVest, a US start-up which has attracted interest in the UK through its independent financial plans, beginning at just £45.
Part of delivering such a service is accepting that advisers working remotely may have to deal with up to 500 clients each, in what Howell called a "boutique call centre" staffed by graduates as well as experienced advisers, and run by IFP president Marlene Shalton.
"If you grow your own academy you can create your own talent pool how you want it," he said.
"We want a centre where clients can dial in with a planner at the end of the phone, who is fully qualified and knows about lifestyle financial planning.
"[Graduates] may not have the life experience but they understand how to use the tools and the thought process to create a financial plan. Whether they are 23 or 53 they will still do a financial plan."
As well as a low-cost option, Guardian will continue to service high net worth clients, while developing a national IFA proposition in the UK.
"In effect [the UK business] will be a national IFA with people dotted all over the UK," he said.
"We may have offices in Leeds, Edinburgh and other major conurbations. But people can still work from home in their locality rather than having massive overheads."
Plans for a white-labelled platform, model portfolios and discretionary fund management will be announced in August.
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