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Bramdean Asset Management to launch online funds supermarket


Bramdean Asset Management has confirmed that it is planning to launch an online funds supermarket called The launch of the site is scheduled to take place in the middle of 2012. will target the retail market and offer investors the ability to buy investment funds via the site with or without an ISA wrapper. The site will also have a high level of content, with contributions from investment professionals and journalists, which will be a major differentiating factor between and other sites. The non-executive Chairman of the company will be advertising expert, Robin Wight, the man responsible for the original Orange campaign (“The future is bright, the future is Orange”) and for the 118 118 launch campaign.

One of the main aims of the site will be to demystify investing and to debunk the jargon that is associated with current financial services offerings thereby helping the retail investor in making an informed decision.

Wight says: “I am delighted to be the Chairman of what I believe will be a very different offering in the financial services industry. There is a need for a fresh new approach to the way that investment products are sold. will have a high level of content, which is important as we want to have a dialogue and ongoing relationship with our customers.”

Nicola Horlick (pictured), CEO of Bramdean, says: “The FSA has undertaken a major review of the way that investment funds are sold (the Retail Distribution Review), which will benefit consumers as front-end charges will disappear. There is a greater need to save as house prices stagnate and pension provision has been reduced for many people. will provide investors with the information that they need to make informed choices and will allow them to invest at a low cost. A full range of investment funds will be offered on the site.”


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