Alliance Trust Savings (ATS) is offering £150 cash back to customers who open a new account and transfer their investment from another provider to an ATS ISA or individual dealing account (IDA).
ATS managing director Patrick Mill said the offer may be attractive as "many savers will only now realise the costs they have been paying elsewhere for their investments".
Earlier this week, rival Hargreaves Lansdown announced its 'unbundled' pricing structure. This included that, as from 1 March, it will charge an annual fee of 0.45% for investments of up to £250,000 on its Vantage service.
The ATS offer applies to all ISA and IDA transfer-in applications into accounts opened between 15 January 2014 and 11 April 2014.
Mill said: "We believe in client fairness and want to make it easy for savers to find the best deal."
Read Mark Polson's take on Hargreaves' new pricing model HERE.
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