The UK wealth management boutique has made appointments on its soon-to-be-launched Simply EQ proposition.

London-based EQ Investors has appointed Sally Collins to manage its simplified advice service.

Collins brings 15 years’ experience in financial services. As head of its new Simply EQ proposition, which will offer online and telephone-based investment and pension advice, she will lead a team of advisors. The service will launch at the end of October to provide a range of investment strategies and risk profiles at “market leading rates”, the firm said.

Joining Collins on the Simply EQ team as investment advisors will be Freddie Cleworth, previously an associate at Bestinvest, and Nicola Allen, who has been promoted internally. The team will be supported by EQ’s ten investment managers and research analysts.

“The large majority of investors in the UK do not have a large enough portfolio to justify the fees inevitable with face-to-face advice,” said EQ's chief executive, John Spiers.

“Simply EQ is intended to fill that gap, using the best features of technology to make our systems efficient whilst keeping the human interaction with Sally, Freddie and Nicola that most of us find essential when making financial decisions.”

EQ Investors was acquired by Spiers, the founder of Bestinvest, in October 2014. The company provides financial advice and investment management services to individuals, small businesses and charitable endowments.