Aviva believes a new robotic approach could reduce the effort spent switching platforms by 40 per cent.
The firm has launched its automated client and asset switching process on its adviser platform.
It uses robotic process automation and aims to help advisers transfer clients and reduce the administrative burden of maintaining multiple platforms.
Head of the adviser platform, Al Ward, said firm consolidation can mean sometimes as many as 19 platforms are managed within one firm.
He said: "This is highly inefficient in terms of monitoring best outcomes for clients and ensuring value for money, but the lack of automation around asset transfer has always been a barrier to rationalisation and better customer outcomes.
"This is why we started our work with advice firms, to work together to utilise robotic process automation, and demonstrate how cost and effort can be removed from the process."
Aviva estimated time savings would be 40 per cent for an adviser across comparisons, quotes and applications.
Ward added: “Early tests of our robotic approach have demonstrated that huge amounts of cost and effort can be removed from the process for advisers.
"Our ultimate aim is to deliver an end-to-end digital process for any firm wanting to move multiple clients at a time, but maintaining high levels of service throughout the process for advisers and clients is key. "
The new process has been designed and implemented with a first cohort of advisers and Aviva is now starting work with additional firms who need to transfer clients over the next few months.
The plan is to fully embed the tools within the platform later this year and Ward said rolling it out in phases means Aviva and its technology partner, FNZ, are able to make improvements as the process goes on.
Ward added: "We are committed to continually improving and growing the number of services we can offer on the platform, through integration and providing technical solutions to support adviser businesses, which in turn enables them to be more efficient and focus on doing what matters most to their clients. We are looking forward to launching more of these in the coming months.”
tara.o'connor@ft.com
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