The new service is designed for private investors looking to build ISA and SIPP portfolios. IpsoFacto provides suggested asset allocation and model portfolios for long-term savers with an investment time horizon of at least five years. The group also sets out some portfolio construction ideas for different sizes of portfolio and risk appetite. The service starts at £10 a month and the group is currently offering a two month free trial.

It runs four mainstream model portfolios focused on asset allocation, equities, bonds, and investment trusts.  It also offers Income, International, Contrarian and Alternative portfolios based around investment trusts. The portfolios are constructed using a predominantly value-based approach, aiming to steer investors to those investments that are cheaper. The portfolios will therefore change over time, depending on market conditions.   

The site – www.ipsofactoinvestor.co.uk – was founded by CEO David Liddell.  Subscribers will receive a monthly newsletter, regular updates to the asset allocation and model portfolio advice and research notes. The site also shows the research behind IpsoFacto’s model portfolios, together with a database of financial and economic news, and ideas for portfolio construction to suit different levels of asset size.  

Liddell says: “This is designed to offer a structured approach to asset allocation and a disciplined approach to value investing. This has not been readily available over the web to date. For DIY investors, there has never been a better time to be in charge your finances, dealing is now very cheap.”

Investors can implement the recommendations through their existing Isa or Sipp provider or platform. At the moment, the site cannot give specific advice on assessing individual risk profiles, but Liddell hopes they will be able to do this in future.

Liddell believes that the site is the first of its kind, but taps into a growing need for investment direction among non-advised private investors.