AnaCap Financial Partners bought the Novia platform in 2021 to add to its existing Wealthtime platform.

The Novia rebrand to Wealthtime comes some months after the former Wealthtime platform underwent a rebrand to Wealthtime Select. That was undertaken in July give the change plenty of time to bed in before the Novia change, which took effect from mid-September for customers and early November for advisers.

Users are now directed to a new Wealthtime website to access both Wealthtime and Wealthtime Select platforms.  

The two platforms, which will continue to operate as distinct propositions, will meet different price, investment and functionality requirements to service the needs of their respective customer segments.

Service and technology are key areas of investment for the group, said chief executive Patrick Mill. “We announced our intention to bring the two businesses together under the one Wealthtime brand last year as a key element of our next stage of growth, he said.

“The rebrand and redesign of both 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 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.”  

Private equity firm AnaCap Financial Partners owns Wealthtime, Wealthtime Select and Copia Capital.

Combined, the platforms have more than £11bn of pension and investment assets under administration (AUA) and more than 76,000 clients (as of 30 September). AUA is split £8.6bn and £2.4bn between Wealthtime and Wealthtime Select respectively.