Aviva is to roll out a simplified pension proposition on its platform, sitting between its ISA and SIPP models.
The provider currently charges a flat fee of 25bps for ISA and general investment accounts on the wrap, with a tiered charging structure for SIPPs beginning at 50bps for investments of less than £50,000, sliding down to 20bps for £450,000 or more.
The new mid-market offering, which it said would be introduced pre-Retail Distribution Review (RDR), will also operate a tiered model, but at a lower cost than its full SIPP business, competing with fellow providers Aegon and Scottish Life.
Phil Ralli, senior marketing manager at Aviva, said the company had been focussed on repositioning itself in the platform market.
"We've been talking very specifically about the area of the market we can fit into," he said.
"We're starting to see IFAs are segmenting their clients and seeing what sort of service they can deliver, and whether there are clients they feel they can no longer afford to offer advice to. We're trying to help stimulate that activity amongst platforms.
"If someone wants to just save a relatively small amount into a pension, with access to a very small number of mainstream funds, we will charge them for that.
"If in the future they want to get access to other, more sophisticated, things like equity trading or commercial property, we will give them access as and when they want it, and they will be charged according to what they use.
"It will be different to the one we have at the moment: people will pay for what they want as they buy it."
Ralli said the charging structure would work in a similar way to its full SIPP business.
"We haven't nailed down all the prices but we do know that it will be at a level where we can compete at a mid-market space. The combination of the cost of the fund and the platform has to be fair."
Aviva re-launched its platform offering in 2009 after the failure of its predecessor, Lifetime, the previous year.
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