AXA Wealth has today launched its new direct proposition AXA Self Investor in response to demand from advisers.
The service aims to be an 'innovative non-advised investment service' which works alongside an adviser's existing proposition. It will enable advisers to provide investment support to clients who do not require or cannot afford a full financial advice service and will enable the clients to manage their investments at a time that suits them.
Key features of the proposition include six multi-asset passive funds from Architas, around 170 funds, a funds-based stocks & shares Isa, no initial charges and funds that are free to buy, sell and switch.

Mike Kellard, chief executive officer at AXA Wealth, said: "Our strategy is evolving fast and we are continuing to explore new distribution channels that meet the changing demands of both advisers and their clients.
"The way clients engage with financial services is changing as are the ways in which advisers are doing business.
"AXA Self Investor is a simple and easy to use investment service that we're confident advisers and their clients will value. This type of offering will be essential to firms who look to get maximum value from their client relationships, especially post-RDR, and will help to address the advice gap we believe RDR legislation will create."
Last week, Ian Smith was appointed as head of direct distribution for the new service.