Aviva posts impressive platform performance

Aviva has shown an impressive growth in assets under management (AUM), according to the latest Money Management wraps and platforms survey.

The data showed its assets have more than doubled compared with last year, rising to £1.8bn, along with a 60 per cent increase in the number of clients to 31,698.

Although the platform is some way off the largest in terms of AUM – Cofunds has £52bn – and below the average of £14bn, the increase shows Aviva is ramping up its platform coverage.

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“We are very clear about our target market and discussions with advisers are centred around matching the platform to advisers clients,” said Sarah Muir, proposition management consultant at Aviva.

She added that advisers are starting to see the firm gain traction, as is the industry. Ms Muir pointed to a number of factors for the platform’s increased popularity, such as clear and competitive pricing, good levels of service and face-to-face assistance – a factor becoming ever more important to advisers. A number of campaigns, such as the ‘getting ready for RDR’ drive and a social media initiative, have also contributed, she said.