2025 was an unprecedented year for advisers researching new technology. The leaderboard (below) of visitors to the AdviserSoftware.com technology reviews reflect major changes over 2024.
Commenting on the results advisor software.com founder Ian McKenna said:
“While many established industry leaders remain popular, several new players have emerged in recent years. The table identifies an unprecedented number of new AI vendors attracting significant attention.
“We are proud to have helped over 800 firms in reviewing their technology during 2025, when we have also seen 150% increase in the number of our technology reviews being visited by advisers with the total number of studies viewed help them make more informed technology buying decisions nearing 20,000. The growth in views of our detailed analysis reinforced our position as the leading independent technology research and review service for financial advisers and the “Go To” place for advisers go to start their research when looking for new technology or to review their existing systems.”
The following tables show the firms who attracted most views on the site last year and the greatest cumulative viewing time advisers spent reading the reviews.
Reviews most read
| Rank 2025 | Rank 2024 | Movement | Company |
|---|---|---|---|
| 1 | 7 | ▲ +6 | Intelliflo |
| 2 | 8 | ▲ +6 | Saturn |
| 3 | 154 | ▲ +151 | AdvisoryAI |
| 4 | 11 | ▲ +7 | Iress |
| 5 | 2 | ▼ 3 | PlannerPal |
| 6 | 1 | ▼ 5 | Aveni |
| 7 | 34 | ▲ +27 | Otto |
| 8 | 14 | ▲ +6 | Fincalc |
| 9 | 3 | ▼ 6 | Plannr |
| 10 | 23 | ▲ +13 | Ningi |
| 11 | 137 | ▲ +126 | FE Analytics |
| 12 | 29 | ▲ +17 | Templi.ai |
| 13 | 10 | ▼ 3 | Conquest Planning |
| 14 | 154 | ▲ +140 | Automwrite |
| 15 | 48 | ▲ +33 | Noxai |
| 16 | 37 | ▲ +21 | ACRE |
| 17 | 154 | ▲ +138 | Avenir |
| 18 | 154 | ▲ +136 | 4admin |
| 19 | 20 | ▲ +1 | BAT Software |
Longest time advisers spent reading
| Rank 2025 | Rank 2024 | Movement | Company |
|---|---|---|---|
| 1 | 5 | ▲ +3 | Intelliflo |
| 2 | 154 | ▲ +151 | AdvisoryAI |
| 3 | 17 | ▲ +13 | Saturn |
| 4 | 2 | ▼ 3 | PlannerPal |
| 5 | 139 | ▲ +133 | FE Analytics |
| 6 | 1 | ▼ 6 | Aveni |
| 7 | 23 | ▲ +15 | Iress |
| 8 | 31 | ▲ +22 | Noxai |
| 9 | 13 | ▲ +3 | Ningi |
| 10 | 22 | ▲ +11 | Fincalc |
| 11 | 40 | ▲ +28 | EV |
| 12 | 154 | ▲ +141 | 4admin |
| 13 | 154 | ▲ +140 | Pensionlab |
| 14 | 9 | ▼ 6 | Templi.ai |
| 15 | 154 | ▲ +138 | Avenir |
| 16 | 8 | ▼ 9 | Conquest Planning |
| 17 | 39 | ▲ +21 | ACRE |
| 18 | 25 | ▲ +6 | Otto |
| 19 | 3 | ▼ 17 | Plannr |
McKenna continued:
“This analysis demonstrates how many advisers see AI as a crucial part of their business. 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 customer’s long term.
We are delighted that so many advisers are using this free service to access comprehensive analysis and information to help them make more informed buying decisions for services that will undoubtedly impact their future success.”
Commenting on the results Jane Hodges, founder of Money Honey Financial Planning and Chair of Cross Border Alliances for the Consumer Duty Alliance said:
“I’m not surprised more and more firms are all starting their technology research with AdviserSoftware.com. We use it regularly ourselves.
“No other resource has as much comprehensive information about technology to run an advice firm in a clear, consistent style, all in the same place. 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.
It is also useful that the AI comparison includes new firms from around the world that Ian McKenna has identified through his extensive global network. We have used it repeatedly when we wanted new technology. I urge all Advisers to do the same.
During the Consumer Duty Alliance Four Nations tour, I have been encouraging advisers to use this service as the first place to go when looking for advice technology, it has saved us literally days of research and makes choosing the best tech far easier.”
