Informed Choice is launching brilliantwithmoney.co.uk, a generic advice website, to boost its direct-to-consumer service.

Martin Bamford (pictured), joint managing director of the Surrey firm, believes he has spotted a gap in the market for a personal finance education website that will sit between the likes of Money Saving Expert and price supermarkets.

Bamford hopes to educate consumers about money management, savings and retirement using guides, blogs and videos on the site, which is due to launch at the end of this month.

Informed Choice is also in talks with several companies about building an execution-only service. ‘Looking into the future, this is what it will look like,’ said Bamford (pictured). More financial planners would combine face-to-face advice with a direct to consumer option, he added.

Bamford said the service would go live in September with ISAs, Sipps and access to the whole market of collective investments. ‘There are a lot of people who say they want to know more about money but they don’t want to engage yet with an IFA,’ said Bamford.

The sale of 40,000 copies of his personal finance books had shaped his thinking, he said. ‘The books have been a learning experience. It shows there is a market out there.’

The website will generate money from execution-only sales and consumers contacting Informed Choice for traditional advice, he said. Bamford said he would avoid the opaque pay-to-click business model used by some price comparison websites.