A new investment platform called Strawberry Invest, aimed at people who already invest online, has been launched.
Creators of the direct to consumer online platform said it would provide private investors with a simple, low cost way of investing.
Investments can be held within a general investment account, stocks and shares Isa and a Sipp.
An account can be opened with a lump sum of £1,000 or regular contributions of £100 monthly for the first year. Subsequent contributions must be a minimum of £100.
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Strawberry allows investors unlimited free unit trust and open ended investment companies trading from a wide range of over 1,500 'clean' share class funds.
For ETFs, Investment Trusts and share dealing, investors will be charged £12.50 per trade.

Annual Platform Charges (minimum £30 per year)

• £0-£50,000 0.40%
• £50,001-£250,000 0.35%
• £250,001-£1m 0.20%
• Over £1m 0.10%
(There is a fixed platform admin charge of £10)

James Priday, managing director of Strawberry Invest, said: "With the right information, accessible online technology, and a more interactive form of saving, i.e. investing, people will put more money away for their future.
"The key is to make saving both simple and interesting.
"We are certainly not advocating dispensing with the services of a financial adviser, especially those with fairly complex financial affairs, but believe that people with simpler affairs should have the tools and information to manage their own savings and investments.
"Strawberry's charges are fully transparent and the platform will not receive any rebates from fund providers. All of the charges associated with the platform can be seen through the investors cash account just like a bank statement."