Robo-adviser Nutmeg is seeking to raise millions from its customers via a crowdfunding campaign, to support the growth of the business.
Nutmeg has launched a waiting list on its website for people who want to invest as part of the initiative.
Investors who participate gain shares in the business in return for their investment.
Nutmeg has already raised millions in capital from institutional investors in the past. Schroders for instance, is a shareholder in the business after it invested in 2014.
In January the business raised £45m from investors including Goldman Sachs and existing investor, Hong Kong-based financial advisory firm Convoy.
The robo-advice firm has assets under administration of about £1.5bn, but continues to be loss making.
The last set of financial results for Nutmeg showed the company lost £12.4m in 2017, which the is most recent year for which accounts are available.
But Nutmeg chief executive Martin Steed said he expects the business to be profitable within three years.
Simon Bussy, a consultant at Nutmeg, told FTAdviser in December that robo-advisers such as Nutmeg face the challenge that while they can win new customers, the cost of acquiring each new customer is huge.
And while the average pot of assets of each customer is small, this means the yield earned on each customer is too small to make a viable business model.
He said the business models of robo-advisers need to "evolve or die" to ensure survival, with a need to focus on the technology they have, and partner with established firms.
david.thorpe@ft.com
