VIENNA, Va. — FolioFN, the online separate accounts provider, has started selling through financial planners and hired an executive to lead the charge.

Donald S. Cody was named vice president of institutional sales for FolioFN Institutional, the company announced July 9.

Mr. Cody had managed sales of Scudder Weisel Capital’s proprietary alternative investment products to institutions and high-net-worth individuals.

FolioFN’s first product for the institutional market, called Folio Advisor, was launched this month. Until then all its products were aimed at the retail market.

The company has also hired consultant Alan M. Sislen to help develop new products for the institutional channel.

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