AXA Wealth is to launch a new direct platform called AXA Self Investor in response to adviser demand.

The platform from the IFP-sponsor firm will be piloted with a number of adviser firms over the next six months.

It aims to provide adviser firms with a 24/7 online service to enable them to provide simple investment support for those clients who do not require a full financial advice service.

Key features include 130 funds to choose from covering all major sectors and regions which have been selected by Architas, free fund switching, a watchlist to track investments and clear and transparent charges.

Mike Kellard, chief executive of AXA Wealth, said: “IFAs tell us that they would welcome solutions to better support their client-offering and need for a direct investment service scored very highly.

“I believe our ability to exploit Elevate’s rich capability and to draw on award-winning expertise from Architas, puts us in a strong position to bring a simple direct investment proposition to market.”

He also said advisers would remain the key target for AXA Wealth in 2012.

“The AXA Wealth proposition will continue to be focused predominantly on advisers, indeed some 92 per cent of wealth business comes through IFAs, and advisers will remain a key partnership focus for us going forwards.”

AXA revealed last week that its Elevate platform had seen assets rise by 75 per cent to £1.3bn.