F-At (Farrelly Atkinson) is launching an e-bike consumer site at the end of the month.
The road.cc publisher said the new site will guide consumers through the market, with expertly written buyer's guides and features as well as in-depth reviews of the latest bikes.
The firm said it will apply its independent approach and distinctive voice to the new portal, aiming to tap into the explosion in e-bike ownership in Europe and burgeoning UK sector.
Editor Dave Atkinson said: "Anyone who's visited Eurobike over the past decade has witnessed the explosion in electric bikes on the continent. While we've lagged behind a bit in the UK, the next few years are going to be when the e-bike market really takes off, driven both by the practicality of e-bikes as a transport solution and their desirability as a leisure product.
"If time really is the new wealth, e-bikes help you cram more fun into limited time, and the technology is evolving and maturing. Now is the time to dive in, and we'll be there to help consumers make an educated choice."
While we're waiting for the site to launch, you can read more preliminary info here.