IFP-sponsor AXA Wealth is to move its distribution and adviser support divisions from a sales approach to a consultancy model ahead of the RDR.

This consultancy will provide dedicated support and a single point of contact for advisers in the RDR process. However, the changes will mean around 50 jobs cut from the firm’s frontline sales division.

AXA Wealth hopes to use the changes to target different distribution models particularly in restricted and whole of market advice on investment and pensions.

It also wants to build “deeper and more sustainable relationships with more philosophically-aligned advisers.”

The planned changes include a targeted focus on new business development, a new relationship management division, a new team dedicated to corporate partnerships and a renewed focus on quality service.

The sector changes are part of a wider business transformation to increase its assets under management to £45bn by 2015.

The AXA Wealth Elevate platform currently provides services to over 100,000 clients via 1,000 advisers.

David Thompson, managing director of marketing and distribution at AXA Wealth, said: “While AXA Wealth has experienced unprecedented growth, it has resulted in us being unable at times to devote the specialist support we feel we need to give the different adviser segments.

“Our focused approach will mean we can offer real hands-on and specialist support in the areas that advisers say they need it most, whilst targeting effort at identifying new firms with an investment and partnership philosophy similar to our own.”