Platforms lift the bar as adviser expectations surge; HUB24 retains leadership

Thu, 26 Feb 2026 20:18:20 +0000

Investment Trends has released the 2025 Platform Competitive Analysis and Benchmarking Report, revealing a marked uplift in adviser expectations and intensifying competition across functionality, service and security.

HUB24 retains the top overall position in 2025, while also topping four categories. Netwealth and Praemium follow closely, underscoring the tight competitive environment among leading providers. BT Panorama, AMP North and Macquarie Wrap also performed strongly across multiple categories.

Investment Trends recalibrated its benchmarking methodology this year, increasing weightings in high-priority areas and removing commoditised features. As a result, overall scores moderated across the market, reflecting a more demanding assessment framework rather than a slowdown in innovation.

“The bar has been raised materially,” said Julian Cappe, Head of Research at Investment Trends. “Advisers are placing greater weight on integration quality, workflow efficiency and service responsiveness. We have been impressed with the significant investments that platforms have made in innovation, but expectations have risen even faster.”

New category awards reflect shifting adviser priorities. Macquarie Wrap led in Cybersecurity, while Netwealth ranked first in Service. More than 20% of advisers now rank security among their top three criteria when selecting a platform, reinforcing its rise from a compliance consideration to a core decision driver. Likewise, poor service was a driver in 50% of cases where advisers stopped using a platform, underscoring the commercial impact of responsiveness and execution.

“Cybersecurity and service are no longer supporting features, they are decisive factors in platform selection,” Cappe said. “Competitive advantage will lie with providers that can combine robust security, practical innovation and consistently strong execution.”

Efficiency pressures continue to shape adviser behaviour. With more time spent on client-facing activities, advisers are prioritising intuitive, frictionless platforms that reduce administrative burden.

At the same time, platforms continue to navigate the trade-off between value and cost. With advisers under pressure to deliver competitive pricing, many providers are introducing simpler, lower-cost investment menus.

Artificial intelligence is gaining traction across the ecosystem; our research shows that 60% of advisers are now using AI within their practice, including 27% who report using it extensively. Advisers are primarily leveraging AI for client communications, while platforms are focusing on operational efficiency and service enhancements. Meanwhile, heightened cyber threats and regulatory scrutiny are prompting further investment in identity verification, authentication and approval controls.

The findings underscore how platform competitiveness is increasingly defined not by feature breadth alone, but by execution, integration depth and operational resilience.

About the report

The Investment Trends’ flagship 2025 Platform Competitive Analysis and Benchmarking Report is based on qualitative benchmarking via data collection and interviews with platform providers from September to December 2025 covering functionality available to platform users as at 31 December 2025.

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Advice confidence rebounds, but nearly 16 million Australians still miss out: Investment Trends 2025 Financial Advice Report

Thu, 27 Nov 2025 20:20:10 +0000

Technology is also reshaping how Australians engage with advice.

Advice confidence rebounds, but nearly 16 million Australians still miss out and women are slightly more affected.

Key points

Confidence rebounds: Satisfaction and advocacy among advised Australians has risen over the past year, reflecting stronger trust, clearer communication and improved value perceptions.
Advice gap persists: Despite these gains, 15.9 million Australians still go without the financial guidance they need, with women slightly more affected than men.
Technology reshapes engagement: Digital and AI-powered tools are transforming how Australians engage with advice, driving the rise of hybrid advice delivery models.

Investment Trends has released its 2025 Financial Advice Report, revealing how Australians are re-engaging with financial advice amid rising satisfaction but persistent accessibility challenges. The research explores how Australians want to receive advice, the barriers preventing them from accessing it, and how technology is reshaping engagement across the industry.

The latest report shows that the number of adviser–client relationships have stabilised over the past year, with new client growth outpacing client attrition reversing a previous downward trend in the number of Australians receiving financial advice. At the same time, advised Australians report higher satisfaction, stronger advocacy, and greater improvements in financial wellbeing.

“Advice that is clear and personally relevant builds the foundation for lasting trust,” said Julian Cappe, Head of Research at Investment Trends. “Australians are showing they want to work with advisers who deliver that clarity – it’s becoming the true differentiator in a market where confidence and relationships matter more than ever.”

The research also highlights that access to advice remains limited. While demand for guidance is strong, 15.9 million Australian adults have unmet financial advice or guidance needs. The unmet need of Australians is prevalent across the population, irrelevant of gender, with unmet needs split between 7.8 million men and 8.1 million women.

“With nearly 16 million Australians still missing the guidance they need, the challenge is no longer demand but access,” said Julian Cappe, Head of Research at Investment Trends. “Cost remains the single biggest barrier, and Australians are telling us they want guidance that is simpler, clearer and more affordable. The opportunity for the industry now is to reimagine advice delivery models so they meet people where they are, helping to close the gap and ensure long-term sustainability for the sector.”

Technology is also reshaping how Australians engage with advice. Many are exploring digital and AI-powered tools for budgeting, managing cash flow, tracking and managing super investments, and adjusting super settings. These tools are most often used to learn or plan rather than to make final decisions, reinforcing that trust and human oversight remain central to effective advice.

“Digital tools are transforming how Australians begin their advice journey,” Cappe said. “They’re helping people take control and build confidence – but technology alone can’t replace human judgement. The firms that succeed will be those that blend digital capability with trusted expertise to deliver guidance that’s both accessible and personal.”