Hargreaves ready to respond to potential price war

Platform giant Hargreaves Lansdown has said it is ready for any price war started by rivals looking for a foothold in the direct to consumer market.

In a conference call with analysts following the firm's interim results, chief executive Ian Gorham (pictured) said while Hargreaves would not slash prices without provocation, it would respond even if it meant a temporary dip in revenues. "If we put down our prices by 20% we wouldn't see a 20% growth in assets. At the moment it's not a particularly price driven market," he said. "But we would compete with anything we need to compete with...