Selftrade, one of the oldest retail investment platforms, has re-branded as EQi and announced plans to boost its SIPP services.

To mark the rebrand, the company has launched new LISA (Lifetime ISA) with a fee of 0.2% for new investors and no fee for existing investors adding the LISA to an existing portfolio.

EQi has also launched an expanded list of 60 funds, up from 10, selected by research firm Square Mile, along with a new ‘best execution price’ guarantee which will refund dealing commission if the firm does not achieve the best execution price in 99.9% of trades.

On SIPPs the company has given few details about its plans but said today: “SIPPs will form a bigger part of the future focus for EQi as the investment platform believes many people, particularly the self-employed, business owners and entrepreneurs, are not well-served with pension provision and guidance.”

The website and investment platform have also been revamped after feedback from EQi’s customers.

EQi is owned by Equiniti Group which also owns employee share scheme platform Shareview.

Richard Pearson, director at EQi, said: “When Selftrade launched it was one of the first providers to make investing in stocks and shares available to people outside of the City, or who didn’t have access to a stockbroker.

“Over the intervening years the growth of retail investing has skyrocketed and investors have a huge choice of firms and platforms to use.

“By re-branding to EQi we are reminding people that, not only are we still in business, but that we have the backing of a hugely successful and innovative organisation.”

Customers using the EQi platform can invest in stocks and shares, funds, investment trusts and ETFs directly, as well as via ISAs, SIPPs and now a LISA. The firm hopes the LISA will help reach a new and often younger audience.