Abrdn has introduced adviserOS which will see the current platforms Wrap, Elevate and Fundzone sit together on one common tech stack.
The firm said this approach to platforms will enable advisers to do less, achieve more for their clients and grow their business.
AdviserOS claims to simplify processes, prioritise service and deliver end-to-end technology enhancements around advisers’ needs.
This ‘less is more’ approach will enable Abrdn to better serve firms, so advisers can focus on: building relationships with clients, delivering financial advice and growing their business.
As part of Abrdn’s adviser experience programme, advisers currently on the Abrdn Wrap, Elevate and Fundzone platforms will benefit from an upgrade to adviserOS. This will begin later this year.
Speaking to FTAdviser, Jonny Black, chief commercial and strategy officer at Abrdn, said: “We've got Wrap, we've got Elevate, we've got Fundszone, all on separate propositions today and this doesn't feel like that's where we want to go.
“We want to be able to create something that is far more powerful and unified, but has the ability to flex around the firm. At the minute, you have to take one of three options, which fundamentally are all trying to get to the same thing.
“We were thinking we need to fit more around our clients. Everyone was expecting us to sort of move them all on to one tech stack but keep the free things, whereas actually we're gonna move them on to one common tech stack and there's gonna be one proposition.”
AdviserOS will enable Abrdn to adapt its offering faster to unlock efficiencies and meet the needs of advisers and their clients, the firm said.
The new approach will bring together Abrdn’s existing platforms and services and see a series of new capabilities be introduced.
Black said: “Wrap, Elevate, Fundzone - their names are consigned to history, and the OS comes through as this new solution that gives you everything you need at the core.
“There's still a platform in there, fundamentally, platforms have to do certain things and that's the custody, admin, investment functionality, tax approach. They're all there and we're not throwing them away.
“But it gives us the flexibility of more modern infrastructure to add things that you can pick and choose from and extend our ability to help support our clients. At the moment we get so far and then we pass onto 12 other suppliers here or there.
“The OS then becomes a mechanism to say actually we can as Abrdn support you with some of those things because we're a big FTSE 100 company which means we can invest.”
Abrdn said it is committed to collaborating with advisers throughout product and service development ahead of its launch.
The opportunity to get involved will be communicated in the coming months.
Noel Butwell, chief executive officer at Abrdn Adviser, said: “We are more than a platform, we’re a broad business helping to solve a variety of challenges for our clients.
“We put our strength to work to drive positive outcomes for advisory businesses and we’re always working to enhance the experience of advisers working with us by continually investing in our Adviser Experience Programme.”
Butwell said good technology is not “the silver bullet”, so the firm must think beyond features and functions and prioritise personalised service, experiences, and guaranteed stability for advisers.
“This end-to-end simplicity will enable growth,” he said. “We are committed to making things simple for advisers, with support they need and the solutions that deliver, to drive operational efficiencies that brings success to their business and their clients.”
Abrdn said the adviserOS enhances the on-going Adviser Experience Programme which will deliver digital experience such as fully enabled e-signatures, secure email, new and intuitive platform user interface and Fundzone fully online.
It will also include client reporting and business intelligence which entails bulk valuation service, improved and automated adviser charging feeds and customer-centric model providing one consolidated client record with no re-keying.
Black said: “There are many macro factors causing strain across the industry and it’s difficult for firms to grow when they face ever-changing regulation, economic shifts, a complex landscape of suppliers, poor service, and the rising costs to provide advice.
“We have spent a lot of time talking to advisers about the solutions they want from us that will not just help them with immediate efficiencies and enhancements, but what we can do with the technology we provide to ensure it is future fit and can support the changing needs of their clients.”
He added: “AdviserOS will help advisers operate more efficiently, by helping them do less so they can focus on building relationships with their clients, giving great financial advice and growing their business.”
sonia.rach@ft.com
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