AdviserSoftware.com saw a 150% increase in the number of its technology reviews being visited by advisers in 2025, amid growing demand for new technology.
Intelliflo attracted the most views, moving up from sixth place in 2024, while Saturn was the second most searched firm, inching up from eighth place the previous year.
AdvisoryAI came in third place, rising 151 places from its position a year earlier, while Iress came in fourth place.
While established industry leaders remained popular among advisers in 2025, Adviser Software’s data showed an unprecedented number of new AI vendors attracted significant attention last year.
Ian McKenna, founder of AdviserSoftware.com said: “We are proud to have helped over 800 firms in reviewing their technology during 2025, when we have also seen a 150% increase in the number of our technology reviews being visited by advisers. The total number of studies viewed helped them make more informed technology buying decisions nearing 20,000.”
McKenna said the analysis highlights how many advisers now see AI as a crucial part of the business.
He continued: “Historically, we have seen advisers looking to make long-term tech selections, however many now tell us they are looking for tactical partners. In the short term, they are not waiting for their established system suppliers to add such services, but they recognise these will come in the future. The challenge to the new players will be to hang on to these customers long term.”
Jane Hodges, founder of Money Honey Financial Planning, added: “I’m not surprised more and more firms are all starting their technology research with AdviserSoftware.com. The AI comparison service is particularly valuable, showing not just what the different AI players provide but also how their offerings compare with the growing amount of AI that established AdviceTech firms are offering. This helps firms understand what they can get from their long-term suppliers and where other firms are adding more.”
Main image: luke-jones-tBvF46kmwBw-unsplash
