Digital wealth manager Moneyfarm has launched a "platform as a service" solution for M&G powered by M&G Wealth.
It said it had developed the &me platform as a "bespoke investment experience", available as an app on both Android and iOS alongside a web application.
The companies first announced their intention to launch a D2C offering in January last year.
Clients have access to &me classic or targeted portfolios. It explained the classic portfolios are made up of a diversified portfolio of ETFs investing in equities and bonds across different regions such as US equities and UK corporate bonds.
Moneyfarm added the targeted portfolios invested in a blend of active and passive funds. Users will also have access to &me consultants.
Moneyfarm co-founder and chief executive Giovanni Daprà said: "Moneyfarm was launched to help make investing more accessible, simple and transparent. As part of this, we have been growing our B2B2C partnerships and leveraging our API capabilities.
"This has been very successful in Italy. In the UK we are very excited to launch our first partnership with M&G and look forward to helping many more savers in their digital wealth journey."
Moneyfarm head of business development Daniel Giddings (pictured) added: "We have offered full flexibility of approach in the launch of &me and provided a fully outsourced solution. &me brings together Moneyfarm's best-in-class technology, M&G Wealth's investment expertise and the all-important human touch provided by the dedicated &me investment consultants."
He explained that the platform "uses an algorithm when clients go through the onboarding process and a suitable portfolio is advised upon.
"This is based on the customer's specific risk appetite, financial knowledge and financial situation. What was most important for M&G was to have the human touch and we have provided dedicated &me consultants that clients are able to reach out to in a way that suits them, by phone, in-app, webchat or video calls, supporting them with their portfolio, the wider market or building their investment plan.
"Moneyfarm is focused on delivering for our partners and continuing to evolve our proposition and developing our B2B2C solutions is a key area of growth for our business."
Moneyfarm said it would provide the marketing coordination services to support the &me platform, "as well as operate the Moneyfarm core platform and provide dedicated customer relationship management, portfolio management and investment advisory services to customers".
M&G Wealth provides advice to Moneyfarm with respect to the "composition and rebalancing of the risk-weighted portfolios", it added.
