Aviva is set to merge its off- and on-platform assets, with others looking to do the same. Is defining a platform harder than it seems?
Aviva’s wrap platform hit £1bn of assets under administration in September – not bad, considering it launched in 2010. But compared to Cofunds, which recently surpassed £50bn, the insurer has a lot of catching up to do. So, Aviva has hit on a novel solution: merge it with off-platform business to form one online ‘portal’. The move, expected to be officially announced on 11 April, will aim to streamline the service provided to advisers. Using a single log-in, advisers will be able to see clients on the firm’s Bravura-powered wrap, as well as those currently accessed through the Aviva ...
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