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.
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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
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