Heather Hopkins, chief executive of platform consultancy NextWealth, suggested Novia "might just be a diamond in the rough" but needs to get its name out there.
"It is liked by its users but has needed investment and an injection of energy to spread the word," she explained.
"DFMs consistently rate the tech as among the best but it's always flown a bit under the radar. There is work to be done to modernise some of the processes but the investment management functionality and reporting tools are strong.
"Since Patrick Mill took over as CEO, the platform has attracted some impressive talent. We think it's one of the platforms to watch."