Anacap-owned platforms Novia and Wealthtime are nearer towards rebranding under the Wealthtime group name.

The rebranding is part of a wider group strategy that will see Wealthtime become Wealthtime Select.

The Wealthtime platform rebrand will take effect from today (26 July) with a “revitalised look and feel throughout”.

Novia’s rebranding to Wealthtime will be rolled out from mid-September for customers and early November for advisers.

This will allow the Wealthtime Select sub-brand to bed in first, the platform provider said.

It said the current Wealthtime website will be decommissioned, and users will be directed to a new Wealthtime website to access the Wealthtime Select platform which will host both platform propositions from September. 

The two platforms will continue to operate as distinct propositions, meeting different price, investment, and functionality requirements to service the needs of their respective customers. 

Wealthtime Group chief executive Patrick Mill said: “We announced our intention to bring the two businesses together under the one Wealthtime brand last year. This is a key element of our next stage of growth.

“The rebrand and redesign of the platforms builds on the many improvements we’re making to the business, including our ongoing investment in technology, and the commitment to make continual improvements to our day-to-day service across both platforms. All of these are designed to ensure we provide the very best proposition and outcomes for years to come for all our customers.” 

Novia has already rebranded both its Bath and Salisbury offices, as well as all internal systems, to Wealthtime. 

Private equity firm AnaCap Financial Partners owns Novia Financial, Wealthtime, and Copia Capital.

The platforms, combined, have over £11.2bn of pension and investment assets under administration and over 76000 clients (as at 30 June 2023).

AUA is split £8.8bn and £2.4bn, Novia and Wealthtime respectively.