Wealthtime rebranded today as the first stage of the Anacap platform rebrands.

The Novia platform will be rebranded to Wealthtime from mid-September for customers and early November for advisers.

The current Wealthtime website will redirect users towards a new website to access the Wealthtime Select platform.

The new website will host both platform propositions from September.

The two platforms will continue to operate as separate propositions with different charges, investment options and functionality.

Novia has already rebranded its Bath and Salisbury offices, as well as its internal systems, to Wealthtime.

Patrick Mill, group CEO of both platforms, said: “We announced our intention to bring the two businesses together under the one Wealthtime brand last year.

"This is a key element of our next stage of growth. The rebrand and redesign of the platforms builds on the many improvements we’re making to the business, including our ongoing investment in technology, and the commitment to make continual improvements to our day-to-day service across both platforms. All of these are designed to ensure we provide the very best proposition and outcomes for years to come for all our customers.”

Novia was established in 2008 and was taken over by private equity firm AnaCap Financial Partners in 2021. AnaCap also owns Wealthtime, Amber Financial Investments and Copia Capital.

The combined platforms have more than £11.3bn of pension and investment assets under administration (AUA) and more than 77,000 clients. AUA is split £8.9bn and £2.4bn between Novia and Wealthtime respectively.