AMFA Business Update
Adviser Technology
Over the past year, AMFA has continued its transition toward a more data-led and technology-driven advice process. As part of this evolution, we have strengthened collaboration with Mabel and AI business PerformOS to enhance how advice is delivered across our network.
This strategic direction reflects our commitment to modernising adviser support, improving operational efficiency, and maintaining the highest standards of client service. By embedding intelligent systems into the advice journey, we are working toward a more streamlined and effective advice model which empowers advisers while reducing administrative burden.
The integration of new AI capabilities represents a meaningful step forward. These technologies are designed not to replace adviser expertise, but to enhance it — supporting better insights, improved data accuracy, and more consistent client outcomes.
Platform Development
Mabel provides a free-to-use adviser toolkit covering research, fact finding, cashflow modelling, risk profiling, and report production. The platform continues to see a growing user base across the industry, reflecting increasing demand for integrated adviser technology solutions.
AMFA has already adopted key elements of the platform, including risk profiling and cashflow modelling tools. This has delivered measurable cost savings while also creating greater flexibility for future development and scalability.
More recently, development efforts have focused on AI-driven meeting intelligence in partnership with PerformOS. This innovation is designed to capture structured data directly from client conversations, helping reduce manual data entry while maintaining full adviser oversight and quality control. By structuring meeting outputs more efficiently, advisers can spend more time delivering strategic advice and less time on administrative tasks.
Looking Ahead
Our ongoing investment in adviser technology reflects a clear long-term strategy: to build a scalable, efficient, and future-ready advice model. Through continued collaboration, intelligent automation, and disciplined development, AMFA is positioning itself to support advisers with modern tools that enhance both performance and client experience.
We remain committed to thoughtful innovation — implementing AI and digital solutions in a way that strengthens adviser relationships, protects professional standards, and supports sustainable business growth.
Team News
Alongside technological achievements and improvements, we are pleased to share progress on professional development across the firm.
Some of AMFAs team members have successfully passed additional professional exams, moving them one step closer to becoming fully qualified advisers or reaching new qualifications. These milestones are not only huge achievements for the team but also for the business. As AMFA continues to strive forward, we want our employees to also take the steps they want to advance and progress.
