Quilter was the most recommended adviser platform in the first half of 2025, maintaining the top spot for the second consecutive period, according to a new report.
Aviva was the second most recommended adviser platform via Defaqto Engage, a Financial Planning tool which Defaqto claims is used by over 30% of advisers.
Quilter topped the table in 2024, but Aviva has narrowed the gap to just 1%.
AJ Bell overtook Transact to take third place.
Top 10 Adviser Platform Products H1 2025
Position | Provider | Platform | % of top 10 |
1 | Quilter | Quilter Investment Platform | 27% |
2 | Aviva | Aviva Platform | 26% |
3 | AJ Bell | A J Bell | 10% |
4 | Transact | Transact | 7% |
5 | Fidelity | Fidelity Adviser Solutions | 7% |
6 | Aberdeen | Aberdeen Wrap | 5% |
7 | Aegon | Aegon Retirement Choices (ARC) | 5% |
8 | Aberdeen | Aberdeen Elevate | 5% |
9 | Scottish Widows | Scottish Widows Platform | 4% |
10 | True Potential | True Potential Platform | 3% |
Source: Defaqto, 13 August 2025
Darren Winfield, insight consultant at Defaqto, said platforms have a key role to play in facilitating 'Targeted Support' models from advisers.
He said: “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.”