Zurich is targeting older investors seeking to transfer assets to the next generation with the latest changes to their platform.
Clients who open a Junior Isa and Junior Retirement products can use family linking, which a spokesman for Zurich said should reduce charges.
Family linking means the value of the assets in all portfolios held by a family are combined for the purposes of calculating charges.
With tiered charging, this should mean the overall fee charged is lower, according to Zurich.
Clients can open Junior Isas for anyone aged less than 17.
The Junior Isa allowance for this year £4,260.
The Junior Retirement annual allowance is £2,880.
Alastair Wilson, head of retail platform strategy of Zurich, said while Mifid and other recent regulatory reforms had taken up considerable development time for platforms it was vital to ensure the fund supermarket met the needs of adviser's clients.
Mr Wilson said: "The impending transfer of wealth from baby boomers to younger generations is likely to trigger a significant increase in demand for intergenerational planning.
"For advisers, these products also give them an opportunity to connect with their client's heirs.
"By building trusted relationships with beneficiaries, advisers can help families to preserve their wealth, as well as enhancing their own prospects of managing assets across generations."
Patrick Connolly, head of communications at advice firm Chase De Vere, said: "Platforms can be incredibly lucrative businesses, as demonstrated by Hargreaves Lansdown, although competition continues to intensify and providers must continually improve the flexibility and service they offer if they are going to be successful in the long-term.
"It is positive that Zurich are adding Junior Isa and pension products, although this is only playing catch up with some other platforms and so they should already be thinking about what is the next stage of their service development."