Charles Stanley Direct has cut its share dealing rate by 25% to £7.50 per trade for the whole of January, in a bid to encourage clients to annually rebalance their portfolios.
The D2C platform said there would be no minimum number of trades required to access the deal, in contrast to a number of other providers.
Charles Stanley has undercut a number of competitors since launching its D2C platform last year. It currently charges 25bps on the first £500,000 of assets, and 15bps on assets in excess of £500,000, alongside its standard share dealing charge of £10 per trade.
Hargreaves Lansdown, which is yet to reveal its clean pricing model, charges £11.95 for the first nine deals in a month, falling to £8.95 if clients make 10-19 deals, and £5.95 for 20 trades or more.
Last week, Alliance Trust Savings announced the administration fee in its platform would rise will rise from £40 to £75 for ISAs and from £135 to £155 for SIPP accounts.
ATS has also sought to lower its dealing charges, announcing loyalty discounts of between 10% and 25% on its £12.50 dealing charge for long-term customers.
Consistency and compliance vs. slower reaction time
Search for replacement to begin imminently
60+ £300bn ISA savings
Has technology moved on?
Total funds on list rise from 26 to 58