Advisers are showing unprecedented levels of interest in advice technology, with traffic to independent software reviews rising sharply over the past year.

New analysis from AdviserSoftware.com shows that 2025 marked a significant shift in how advisers research and assess technology, with views of technology reviews up by 150% compared with the previous year.

The data also highlights the growing prominence of artificial intelligence providers, many of which now sit alongside long-established advice technology firms in terms of adviser attention.

The findings are based on engagement with detailed software reviews on the AdviserSoftware.com platform. In total, more than 800 advice firms used the service during 2025, with close to 20,000 individual review studies viewed as advisers sought to make more informed technology decisions.

Commenting on the results, Ian McKenna, founder of AdviserSoftware.com, said: “While many established industry leaders remain popular, several new players have emerged in recent years.

“The table identifies an unprecedented number of new AI vendors attracting significant attention.

“We are proud to have helped over 800 firms in reviewing their technology during 2025, when we have also seen a 150% increase in the number of our technology reviews being visited by advisers, with the total number of studies viewed nearing 20,000.”

The analysis also examined the total time advisers spent reading individual reviews, providing insight into which providers generated the deepest engagement as well as the highest volume of interest.

McKenna said the data reflects a change in adviser behaviour, particularly around the adoption of AI-driven tools.

“This analysis demonstrates how many advisers see AI as a crucial part of their business. Historically, advisers looked to make long-term technology selections. However, many now tell us they are looking for tactical partners in the short term.

“They are not waiting for their established system suppliers to add these services, even though they recognise this will happen in future. The challenge for new players will be to retain those customers over the longer term.”

Jane Hodges, founder of Money Honey Financial Planning and chair of Cross Border Alliances for the Consumer Duty Alliance, said the findings reflected her own experience.

She said: “I’m not surprised more and more firms are starting their technology research with AdviserSoftware.com. We use it regularly ourselves.

“No other resource has such comprehensive information about the technology needed to run an advice firm, presented in a clear and consistent style, all in one place.

“The AI comparison service is particularly valuable because it shows not only what different AI providers offer, but how those services compare with the growing amount of AI functionality being added by established advice technology firms.

“It helps firms understand what they can expect from long-term suppliers and where newer providers are adding more.

“During the Consumer Duty Alliance Four Nations tour, I have been encouraging advisers to use this service as the first place to go. It has saved us days of research and made choosing the right technology far easier.”