Praemium is looking to "rebrand" its V-Wrap service in the coming months with improved services, and working on a separately managed account offering that gives investors exposure to asset classes outside equities.

Speaking at the Praemium Business Solutions Conference yesterday, Arthur Naoumidis, group chief executive of Praemium, said the firm is working on the different components within its offerings - including V-Wrap and p-Desktop - to "create a series of choices" for clients to conduct their trading and reporting.

"You'll see over the next couple of months a bit of rebranding.

"[For example] we're repositioning what was p-Desktop [live market data service], which will be referred to as V-Wrap Adviser because it's really going to target more the adviser portion of our clients," he said.

The firm is also looking to improve the automation between banks and V-Wrap, and work with Praemium's fixed interest partners to transact FI investments.

Naoumidis also pointed out yesterday the increasing traction of SMA products that offer exposure to various asset classes outside equities, in the UK.

It's a trend he expects will gain popularity in Australia and one Praemium is hoping to cash in on, by developing these "strategy SMAs".

In a previous interview with Financial Standard, Naoumidis said Praemium is working with its partners, including BlackRock, to create a "whole investment strategy" SMA to enable investors to put their money in the one place - while achieving the diversity of investing in various managed funds.

"What you're going to see from this year, is the same things that have been happening in the UK - one SMA that includes the whole asset allocation for the client.

"This includes domestic shares, international, property, cash.

"And the total cost will still be good as opposed to putting [the funds] on a wrap," said Naoumidis.

This development will come at a crucial time as some product providers phase out commissions for advisers, while other dealer groups are adopting fee-for-service models to their businesses.

"The planners put a fee on top of [the SMA service] - and it produces a full asset allocation [product] at a slightly lower cost for investors," said Naoumidis.