Bespoke and discounted pricing continues to shape adviser platform competition, according to Platforum’s latest UK Adviser Platforms: Pricing report.
While platform rate card pricing has remained broadly stable in recent years, more than half of advisers say they secure discounted rates for clients on at least one of their platforms.
Some bespoke deals are priced at less than half of standard rates, as platforms compete to attract new assets in an increasingly competitive market.
The prevalence of these arrangements highlights the broader downward pressure on costs as advisers focus more sharply on total cost of ownership across the value chain.
“Bespoke pricing is a fundamental element of adviser platform pricing and offered by most platforms,” said Platforum analyst Lottie Bussell-Ahern.
“Advisers want to provide clients with value for money, and discounted platform charges can contribute greatly to this.
“However, it is difficult for advice firms to accurately compare pricing across platforms due to the secrecy surrounding these deals.”
Adviser platform assets under administration (AUA) rose 5.4% in Q3 2025 to more than £915bn, according to Platforum’s quarterly data.
However, asset outflows remain high as investors continue to withdraw funds amid ongoing market and policy uncertainty.
Onshore bond usage is increasing, now accounting for 2.1% of platform assets, up from 1.8% in the same period last year.
“Outflows from adviser platforms have been heightened by uncertainty surrounding pension and inheritance tax changes. We expect these withdrawals to continue after the upcoming Budget,” Platforum said.
“In contrast, onshore bonds are now a key growth area as advisers switch up their strategies.”
The UK Adviser Platforms: Pricing report compares pricing models, outlines key trends and explores where platforms fit within the evolving advice value chain as bespoke pricing and in-house propositions gain ground.
