Wealth and Retirement news

Aviva removes last remaining additional charge on Adviser Platform

Published: 06 Aug 2025

  • Exchange Traded Instruments (ETI) charges completely removed
  • Clear, transparent charging with one simple fee and no hidden costs
  • Fair Value easy to explain and assess for clients

Aviva has announced today, that ETI charges, have been removed from the Aviva Adviser Platform. This includes individual equities and ETFs. There are now no additional charges on the platform, and going forward, clients invested in open market propositions will be charged a platform fee, and nothing else.

This change makes it easier for advisers to build and refine the right portfolios for their clients, without having to factor in additional costs which are often layered into pricing models. With no charges for ETI trading, product wrappers, SIPP Admin, Drawdown, rebalancing or switching funds, and no interest retained on cash margin, advisers are able to deliver consistent, predictable pricing and clearer outcomes for their clients.  

Al Ward, Head of Aviva’s Adviser Platform, said; “Last year we removed the £1.50 trading charge on ETFs held within models. Now we have removed all charges on ETIs, which was the last remaining additional charge on our Adviser Platform. Now there is one platform charge alone, with no other hidden charges. It could not be clearer or more transparent for advisers and their clients to understand what they are charged for on our platform.

“We believe this is an important step, not least because of the need to evidence that advice provides fair value, through the Consumer Duty. If it is unclear what is being charged, it is difficult to understand the total sum of charges. If clients don’t know how much they are being charged and what for, how can they judge whether fair value is being provided?”

Research recently conducted by Aviva[1] shows that 87% of advised clients agree that financial advice offers value for money, and over three-quarters (77%) think they are better off than they would be without having financial advice. Two years on from the implementation of Consumer Duty, this is a marked improvement from the same research conducted two years before that milestone, in 2021, where 74% and 71% agreed with these statements. Clearly, improvement has been made, and Aviva has shown its commitment to continuing this drive by simplifying its pricing model to one clear charge.

-ends-

References:

1Combines ‘Strongly agree’ and ‘Somewhat agree’ [↑]

Research carried out 02.07.2025 – 07.07.2025 by Censuswide, with 2001 nationally representative consumers.

‘Advised clients’ = those agreeing ‘I have an ongoing relationship with scheduled reviews’ in response to ‘Which of the following best describes your relationship with your adviser?’

Research conducted by Censuswide , July 2025, with 2001 nat rep consumers

Enquiries:

Catherine Comben

UK Insurance Media Relations

Notes to editors:

  • We are the UK's leading diversified insurer and we operate in the UK, Ireland and Canada. We also have international investments in India and China.
  • We help 25m+ customers (including Direct Line) make the most out of life, plan for the future, and have the confidence that if things go wrong we’ll be there to put it right.
  • We have been taking care of people for more than 325 years, in line with our purpose of being ‘with you today, for a better tomorrow’. In 2024, we paid £29.3 billion in claims and benefits to our customers. 
  • In 2021, we announced our ambition to become Net Zero by 2040, the first major insurance company in the world to do so. While we are working towards our sustainability ambitions, we recognise that while we have control over Aviva’s operations and influence over our supply chain, when it comes to decarbonising the economy in which we operate and invest, Aviva is one part of a far larger global system. Nevertheless, we remain focused on the task and are committed to playing our part in the collective effort to enable the global transition. The scope of our Climate ambitions and the risks and opportunities associated with our Climate strategy are set out in our Transition Plan published in February 2025: www.aviva.com/sustainability/taking-climate-action. Find out more about our sustainability ambition and action at www.aviva.com/sustainability
  • Aviva is a Living Wage, Living Pension and Living Hours employer and provides market-leading benefits for our people, including flexible working, paid carers leave and equal parental leave. Find out more at www.aviva.com/about-us/our-people/
  • As at 30 June 2025, total Group assets under management at Aviva Group were £419 billion and our estimated Solvency II shareholder capital surplus was £8.1 billion. Our shares are listed on the London Stock Exchange and we are a member of the FTSE 100 index.
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