Quilter has retained its position as the most recommended adviser platform by value for the first half of 2025, according to analysis from Defaqto Engage.
However, Aviva has narrowed the gap on Quilter to just one percentage point, the platform rankings show.
Quilter accounted for 27% of recommendations, while Aviva has increased its share from 24% to 26%, putting it within spitting distance of the leader.
Meanwhile, AJ Bell overtook Transact in the first half of this year, putting it in third place, while Transact ranked fourth and Fidelity came in fifth.
However, there is a significant gap between the top two and their fellow competitors, Defaqto Engage said.
Its rankings are based on recommendations made through the financial planning tool, which is used by more than 30% of UK advisers with more than £50 billion in recommendations made annually.
Darren Winfield, insight consultant at Defaqto, said platforms are rapidly adapting to upcoming FCA reforms, particularly the introduction of targeted support and simplified advice models, which are part of the Advice Guidance Boundary Review.
“Platforms are expected to play a key role in delivering these services, using digital tools to offer tailored guidance or limited advice efficiently and at scale. Targeted support will allow platforms to provide nudges or prompts based on client characteristics without full fact-finds, while simplified advice will support basic personal recommendations.
“Major platforms are already developing or enhancing their tech to support these models, anticipating demand from advisers seeking compliant, lower-cost solutions for less complex clients. At the same time, the FCA is tightening oversight of ongoing advice delivery, pushing platforms and advisers to demonstrate value. These shifts signal a move toward more digital, flexible, and scalable advice solutions,” he said.
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