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Artificial intelligence (AI) in financial advice is gaining pace, with three players – Saturn, Aveni, and AdvisoryAI – reporting growth in client numbers and technology adoption.
These developments come at a time when financial advice firms — from small independents to the UK's largest wealth managers — are increasingly seeking ways to scale their services, reduce costs, and enhance client experiences.
Saturn: Doubling client numbers in three months
Technology provider Saturn has expanded its client base to over 350 advice firms, doubling numbers in just over three months. The company's platform now supports more than 800 advisers, paraplanners, compliance, and support staff across the UK. To mark this growth, Saturn has unveiled a brand refresh, complete with a new logo and website.
Saturn CEO and co-founder Amal Jolly emphasised Saturn's commitment to "expanding access to high-quality, human-led advice," stating: "The human relationship is crucial in financial planning, and our technology exists to support and amplify advice teams." Saturn co-founder Rohit Vaish added that Saturn's ‘Spaces' community has been instrumental in ensuring adoption success, offering peer-to-peer learning and direct product team engagement.
Aveni: Scaling enterprise-level adoption
While Saturn targets SME and mid-sized advice firms, Aveni has positioned itself in the enterprise arena. Over the past 12 months, Aveni has grown its customer base to more than 150 firms – including two of the UK's top banks and two of its leading wealth managers. However, Aveni CEO Joseph Twigg said its real strength lies in user adoption: more than 3,000 active users now operate on Aveni's platform.
Twigg explained that Aveni's focus is on complex, large-scale environments like Succession Wealth and Schroders Personal Wealth, tailoring its AI solutions to enhance productivity across vast teams. For mid-sized firms like Advanta Group and 7IM, or remote advisory services like TFAS, Aveni's platform helps drive business growth and provide clients with a more personalised experience through workflow automation.
Twigg noted that for many firms, Aveni represents their first significant investment in AI. He stressed the importance of ethical AI models: "The engagement with both well-established brands and emerging businesses shows a clear investment in solutions that impact operational capacity and the bottom line — but doing so ethically is non-negotiable."
AdvisoryAI: Growth and practical efficiencies
AdvisoryAI has doubled its client base from 150 to 300 wealth management firms over the past six months while achieving cash flow positivity. Monthly revenue has grown by 50% during the same period.
The firm's headcount has increased from six to 25, reflecting growing demand for its AI-driven solutions. AdvisoryAI's focus is on document production, compliance support, and meeting notes.
AdvisoryAI chief commercial officer Stephen Mitchell told Professional Adviser that central to firm's offering are its proprietary models: Emma (a power planner module), Evie (an AI assistant for advisers), and Colin (a compliance assistant).
"Emma replicates an adviser firm's template, tone of voice, and layout, reportedly saving up to 90% of an adviser's time. Evie automates meeting notes, fact-finding, and transcription, while Colin assists in compliance tasks by grading reports and identifying weak points," he explained.
"The real-world impact is substantial. Foster Denovo, one of our clients, has cut the time to produce a 30-page pension transfer letter from seven to eight hours down to just five minutes — a staggering 92% efficiency saving."
Mitchell said he predicts that 2025 and 2026 will see "significant mass market adoption of AI" within the advice sector. He also positioned AdvisoryAI distinctively against rivals such as Saturn, arguing that its suite for regulated documentation and adviser communication offers a differentiated, practical solution for advice firms.
What this means for advisers
The growth of Saturn, Aveni, and AdvisoryAI underscores a broader shift within financial advice: AI is no longer a futuristic aspiration for some. Instead,it is starting to improve efficiency, scale, and client service.
For smaller and mid-sized firms, Saturn's automation tools may provide time savings and operational uplift. For larger firms, Aveni's enterprise-grade platform may offer a way to embed AI across complex adviser networks.
Across all three firms, the focus not just on technology, but on building human relationships in financial advice – whether that is through freeing up advisers' time or improving data quality.
The expansion of these firms may suggest that many advisers are no longer asking if they should integrate AI, but how to do so effectively while preserving human relationships in their advice process.
