Providers planning a long-term future in the advisor platform market will need to respond positively to IFAs’ requirements in order to achieve success, according to the Defaqto consultancy’s latest report Adviser Platforms in the UK 2008 – Stand and Deliver. The report identifies key areas of focus for those wishing to deliver successful propositions within this marketplace. The report suggests that despite experiencing some growth, the platform market is essentially still in its infancy. IFA networks and support groups that have not yet taken a stance on platforms or committed to preferred partners will need to be the target of platform providers. These providers will need to cite the positive experiences of those who have bought into the concept of platform technology and are conducting business online. In the report, Defaqto uses feedback from IFAs conducting business in the UK investment market to deliver a qualitative dimension to the findings. This includes an insight into IFA business habits, IFA opinion on pertinent industry issues and IFA perception of service standards within the platform arena. Matt Ward, Defaqto’s principal consultant for pensions and wealth management, said: “It would appear from our research that many IFAs are still trialling platform solutions ahead of further commitment to one or two partners. One of the reasons for this would seem to be a confusion surrounding the USPs of each proposition and it is vitally important for providers to ensure that IFA supporters are clear about the capability of the services and systems on offer.”