B2B platform provider, Winterflood Business Services (WBS), has collaborated with Aviva to launch a new direct share dealing service for its clients.

Aviva and WBS’s strategic partnership, which dates back to 2011, has focused on the advised elements of the Aviva platforms, with WBS providing trading and custody services for exchange traded assets.

The extended partnership will now allow Aviva’s customers to invest directly in UK publicly listed companies and exchange traded funds (ETFs) through their Aviva stocks and shares ISA, general investment account as well as their SIPP, which benefits from tax relief.

One of the features of the new offering is the customer-centric approach to pricing, with Aviva having set platform charges that are capped to ensure affordability. For stocks and shares ISAs, the fee structure will mean customers have a capped platform charge of £45, while for their SIPP, the maximum platform charge is £120.

Trading fees for buying or selling shares and other exchange-traded instruments (ETIs) have been set at £7.50 per transaction.

Director of Aviva’s direct-to-consumer wealth business, Sarah Layden, said: “We heard loud and clear from our customers that they wanted a wider range of investment options and we’re delighted to have delivered this alongside WBS.

“Combined with our cash marketplace AvivaSave and the existing funds offered through Aviva Investors, exchange traded investments now offer another way for customers to grow their wealth with Aviva.”

Commercial officer at WBS, Steve Croucher, added: “Aviva has been clear in how it wants to extend its offering to its clients, and we were very pleased to have been chosen to deliver this.

“Choice and personalisation are important in selecting an investment approach, and it is great to see our services providing the solutions for these latest enhancements to their proposition.”

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