Skandia is working in conjunction with IFAs on a service which will enable advisory clients to use its platform directly in order to top up ISA holdings.
The scheme is seen as helping address the difficulties some advisers face in encouraging ISA top-ups at a time when many consumers are being priced out of the advice market.
With the March/April 'ISA season' imminent, the service is being piloted with around 100 adviser firms Skandia has identified as having clients with unused ISA allowances.
"We think there are some opportunities where we can help IFAs serve clients who it is otherwise unprofitable for them to serve, principally in the ISA and collective arena where one can effectively diminish the advised process," said Skandia chief executive Peter Mann (pictured).
Clients will be contacted via their financial adviser and directed towards a portal where they can top up their portfolios themselves.
Investments via the online portal will be based on clients' existing fund selection and percentage split, with no initial fee. Adviser servicing fees or commission will remain unchanged.
In cases where advisers are registered with Skandia's ‘Find an Adviser' service, the portal accessed by clients for ISA top-ups will be co-branded with their adviser's logo and details.
It is understood Skandia will also look at launching such facilities for WealthSelect, its play for the restricted advice market which launched last week, once that proposition gains traction.
CEO Mann described Skandia's plans as "B2B2C" and reiterated the business may look at a move into the broader D2C space in future.
"We will look at our orphan position in the future and nobody in any organisation is going to say ‘we will never do D2C', particularly if one believes the advice gap is of the magnitude everyone says it will be," he said.
"It almost feels irresponsible not to. But our focus at the moment is B2B2C."
Last year, Skandia abanadoned plans to acquire small stakes in advisory businesses after the Financial Conduct Authority suggested it was uncomfortable with the idea.
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