Abrdn is bringing together its existing platforms and services under one brand – AdviserOS – as well as introducing a series of new capabilities in an effort to simplify its processes for advice firms
The investment manager said AdviserOS will prioritise service and deliver end-to-end technology enhancements around advisers’ needs, enabling them to focus their efforts on client relationships and delivering advice.
According to abrdn, the new approach will create capability to advise more clients, increase efficiencies and reduce cost to service, as well as enable greater business growth.
Advisers currently using abrdn Wrap, Elevate and Fundzone platforms will all come under AdviserOS, starting with Wrap clients later this year.
Jonny Black, chief commercial and strategy officer at abrdn Adviser, said: “There are many macro factors causing strain across the industry and it’s difficult for firms to grow when they face into ever-changing regulation, economic shifts, a complex landscape of suppliers, poor service, and the rising costs to provide advice.
“We have spent a lot of time talking to advisers about the solutions they want from us that will not just help them with immediate efficiencies and enhancements, but what we can do with the technology we provide to ensure it is future fit and can support the changing needs of their clients. adviserOS will help advisers operate more efficiently, by helping them do less so they can focus on building relationships with their clients, giving great financial advice and growing their business.”
Noel Butwell, CEO of abrdn Adviser, added: “Good technology isn’t the silver bullet, so we must think beyond features and functions and prioritise personalised service, effortless experiences, and guaranteed stability for our advisers. This end-to-end simplicity will enable growth. We are committed to making things simple for advisers, with support they need and the solutions that deliver, to drive operational efficiencies that brings success to their business and their clients.”
