Finura Group is an independent Australian consultancy specialising in WealthTech strategy and execution for over 40 clients across Australia and the UK. Every year, Finura makes predictions for the financial services and WealthTech landscape, focusing on the intersection of technology trends, local tech players, and the evolving needs of financial advisers and licensees. Finura’s annual predictions are the most popular topic in their WealthTech Insider podcast, which discusses all things financial and wealth tech, plus industry news and trends.
What were Finura’s WealthTech predictions for 2025?
Finura forecast that in 2025, companies will fall into two categories: those undergoing mergers and acquisitions, and those preparing for them. The primary challenge won’t be technology itself, but rather cultural adoption and operational integration. As one CEO put it, “We don’t have a technology problem; we have a change management problem.” The future of WealthTech success hinges more on people and processes than on tools. Finura canvassed eight key themes for 2025:
- Advice tech feels the squeeze and stays in neutral
With adviser numbers stabilising at 15,000, margin pressure is expected to intensify across the WealthTech sector. Providers reliant on adviser-based revenue models face three key challenges: zero system growth, rising compute costs (especially due to AI), and leaner new competitors. The traditional “Rule of 40” (Growth % + Margin % = 40%) becomes harder to meet, forcing companies to push for high margins and leaving little room for discounts or innovation. Mature software firms are likely to turn to acquisitions to reignite revenue growth.
Action for advisers: Build resilience into your tech strategy
Tech resilience is now a strategic priority. Advisers should shift from passive adoption to active management of their tech environment - controlling costs, safeguarding continuity, and staying agile in a slower-growth, higher-cost market.
2. Platform monogamy
The trend of advisers using multiple platforms is fading, driven by economic pressures, regulatory shifts (like Tranche II of DBFO), and the need for greater operational efficiency. In 2024, the number of firms preferring to use just one platform doubled to 12%, reflecting a growing demand for integrated advice ecosystems where data flows freely and tools come pre-integrated. Platforms offering end-to-end solutions covering advice delivery, practice management, and client engagement, are positioned to win big.
Action for advisers: Choose and commit to the right platform partner
Advisers should proactively align with a platform that offers long-term strategic fit, not just short-term functionality. The right choice can deliver operational leverage, compliance confidence, and improved client outcomes.
3. Industry superannuation forced to bring tech, advice and operations inhouse
Industry super funds are shifting from dabbling in tech to insourcing key services, driven by regulatory pressure for trustees to remain accountable for member outcomes. As funds face mounting demands to modernise tech infrastructure and member services (including advice), trustees must confront whether they’re equipped to invest in the tech their members and regulators expect. Digital advice innovation may need to be deprioritised so funds can focus on addressing more fundamental operational and technology issues.
Action for advisers: Position yourself as a specialist
Advisers should pivot away from dependence on industry super fund distribution or referral pathways and instead strengthen advice models that complement (rather than compete with) insourced fund strategies.
4. Private equity ownership reshapes advice tech
The wealth management private equity (PE) playbook is evolving from acquisition-focused growth to integration, corporatisation, and cost-control. With topline growth limited in professional services, PE firms are investing in scalable, efficient advice infrastructure and seeking proprietary capabilities through strategic tech partnerships. The tech companies that align with PE-backed advice groups will thrive, while others may be left competing for the long tail of the market.
Action for advisers: Align with scalable tech that supports growth
Advisers need to be strategic about the infrastructure they choose. The market is tilting toward integrated, enterprise-grade systems that support efficiency, compliance, and valuation uplift.
5. Gap widens for independent financial adviser (IFA) tech needs and services
The relationship between IFAs and their tech providers is at a breaking point, with only 23% of firms satisfied with their primary tech partner. Despite tech being ranked as the second-most critical business issue after talent, many firms remain stuck in outdated delivery models. As costs rise and innovation stagnates, the pressure may push advisers to seek new tech partners, potentially opening the door for platforms and managed account providers to disrupt the space.
Action for advisers: Take control of your tech future through strategic reviews
Advisers must continuously reevaluate existing tech partnerships and seek out next-gen providers that align with evolving needs around efficiency, client experience, and growth.
6. Business opportunity of the year - AI services
The biggest AI opportunity in 2025 lies not in creating new tools but in overcoming implementation and integration challenges. Finura estimates that an average advice practice currently spends $100K on software, but as firms grow and increasingly adopt a Service-as-Software model - where back-office outsourcing is delivered via software - they could be willing to invest $250K in AI services. Finura sees this shift as the prime growth area for its consulting division over the next five years.
Action for advisers: Invest in AI integration, not just AI tools
Advisers should treat AI as a strategic enabler, not just another software line item. Firms that strategically adopt AI to streamline operations, automate admin, and scale client engagement will unlock significant efficiency gains and margin improvement.
7. Marketing technology of the year - podcasts & YouTube
By 2025, podcasts and YouTube will become the leading channels for adviser marketing and client education. This success is driven by audience behavior, with Australians spending 22 hours per month on YouTube and over 40% listening to multiple podcasts weekly, including a 49% growth in listeners over 60. Advice firms aiming for strong digital growth will increasingly invest in content creation and lead management technologies.
Action for advisers: Build scalable content marketing with podcasts and YouTube
Podcasts and YouTube should be core components of advisers’ digital marketing strategy. The firms that win attention and trust will be those who educate consistently, connect authentically, and convert strategically through content.
8. Business technology of the year - agentic AI
The most transformative technology in 2025 will be AI agents acting as virtual team members. Companies like Salesforce are developing AI that handles routine tasks, with their "Agent Force 2.0" resolving 83% of customer queries without human help. The real breakthrough is in "augmented advice workflows," where AI works alongside human experts to continuously improve operations. Key AI use cases include commissions processing, platform transactions, cash and portfolio reconciliation, and SMSF administration.
Action for advisers: Integrate AI agents into back-office workflows
There is prudence in embracing AI agents as operational teammates. By using agentic AI to handle routine workflows, advice firms can dramatically increase back-office capacity, reduce errors, and improve responsiveness.
Finura Group’s Peter Worn (Managing Director) and Danni Le Grande (Head of IFA Consulting) will be discussing the 2025 predictions and whether they hold up at Iress’ WealthTech Summit on 6 August. Are you an Iress client or partner? Secure your spot at the event by registering here.
