From Adviser Guide:
Picking a Platform part 1
Q: What is a platform?
A platform is an online administration service, with a single point of contact to the investment market.
It provides advisers and clients with a single view of the client’s entire portfolio.
A platform provides the technology for advisers to manage their client’s investments more efficiently and more effectively.
Alastair Conway, sales and marketing director of Cofunds, said stockbrokers, product providers and some wealth managers may prefer to use a platform’s automated trading engine that enables quick and easy execution, while supporting the firm’s own interface with their clients.
In this way, Mr Conway said they can manage their own client records, client money and relationships without the overhead of the fund dealing process.