What Adviser.ai does

Adviser.ai (legally Adviser Technologies Limited) is a London-based, privately held SaaS company that builds a cloud-based customer engagement and automation platform for the UK protection insurance market. The platform is purpose-built for protection brokers and life insurance advisers, replacing manual, phone-led customer interactions with digital journeys across the full policy lifecycle, from pre-sale fact finding through post-sale retention. Six integrated modules — Digital Fact Finds, Digital Scripting, Benefit Reminders, Cover Review, Post-Sale Check & Report, and Retention — sit on top of an Adviser Dashboard and are delivered white-labelled under each broker's own branded subdomain, with email and SMS communications sent from the broker's own domain and numbers.

Under the hood, the platform combines AI-driven conversational scripting (NLP-driven prompts adapted in real time to customer responses), a recommendation/risk-scoring engine that prioritises customer needs and buying intent, 24/7 autonomous adviser chatbots, and structured data collection across health, lifestyle, and financial inputs. It is delivered as a multi-tenant SaaS with API-based embedding capabilities, end-to-end encryption, MFA, RBAC, IP whitelisting, and ISO 27001 certification alongside GDPR and UK Consumer Duty alignment.

The business operates on a quote-based annual SaaS subscription model, sold through direct enterprise sales and an inside-sales/website-led motion targeting UK protection brokers. Visible reference customers include Lifesearch, Cavendish Online, Howden Life & Health, Reassured (in trial since September 2025), and Vita. The company is founder-led by Luke Ashworth, has 1-10 employees, and discloses no external funding, M&A, or revenue figures.

Name

Adviser.ai

Legal name

Adviser Technologies Limited

Website

https://adviser.ai

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Adviser.ai is a London-based SaaS company that provides a white-labelled, AI-driven customer engagement and automation platform for UK protection brokers, covering pre-sale fact finding, scripted conversations, and post-sale retention across the policy lifecycle.

Ownership category

akta.pro rank

Product category

Insurance Workflow Automation Software

NAICS

Insurance Agencies and Brokerages (524210), Software Publishers (513210), Software Publishers (5132)

SIC

Insurance Agents, Brokers & Service (6411), Services-Prepackaged Software (7372)

akta.pro primary industry

Customer Engagement, CRM & Agent/Broker Enablement Platforms (FSAGAGAD)

akta.pro secondary industries

Policy Administration, Underwriting & Rating Platforms (Core Insurance SaaS) (FSAGAGAB), Financial Services Personalization (Banking, Investing, Insurance) (HDAAAGAH)

Keywords

• Customer engagement automation
• Protection insurance software
• Insurtech workflow platform
• Adviser productivity tools
• Policy retention automation

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations

Revenue model

1. SaaS Platform Subscription: Cloud-based customer engagement and automation platform delivered as a subscription service to protection and insurance brokers. The platform comprises multiple product modules (Digital Fact Finds, Digital Scripting, Benefit Reminders, Cover Review, Post-Sale Check & Report, Retention) that can be deployed together as an integrated solution.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Adviser.ai delivers a cloud-based SaaS customer engagement and automation platform for UK protection insurance brokers and life insurance advisers. The platform comprises six integrated modules (Digital Fact Finds, Digital Scripting, Benefit Reminders, Cover Review, Post-Sale Check & Report, and Retention) that automate the full policy lifecycle from pre-sale data collection through post-sale retention. It is delivered as a white-labelled solution under broker-branded subdomains, with email and SMS communications sent from the broker's own domain and phone numbers.

Product overview

Adviser.ai is a cloud-based customer engagement and automation platform for the protection and insurance sector. The platform consists of a unified Adviser Dashboard that serves as the central hub, with six core integrated modules: Digital Fact Finds (pre-sales data collection), Digital Scripting (conversational guidance), Post-Sale Check & Report, Cover Review, Benefit Reminders, and Retention. These products work together to automate marketing activity, customer enquiries, policy communications, cross-selling, and retention processes while reducing administrative workload for agents.

Differentiator

Problem solved

Functional benefit

Products and services

• Digital Fact Finds Intelligent data collection tool that replaces lengthy first-contact calls with a secure, guided digital journey, gathering customer information including needs, risks, health, and lifestyle data to help protection advisers understand customers before conversations begin.
• Digital Scripting Tailored conversational guidance tool that adapts in real time to each customer's needs, providing dynamic prompts across key call stages to guide protection advisers through structured, compliant, and effective conversations.
• Benefit Reminders Automated personalised, branded email and SMS messages that highlight policy value, strengthen trust, and open doors to referrals and cross-selling, including policy cover summaries, insurer-specific benefits, claims process information, and trust/cross-sell signposting.
• Cover Review Automated policy review tool that drives engagement, compliance, and new business opportunities by automating client outreach, uncovering life changes, and generating high-intent review requests for cross-selling products such as Critical Illness and Income Protection.
• Post-Sale Check & Report Automates customer follow-up after policy inception, improving policy understanding, collecting real-time service feedback, supporting compliance, and driving customer trust through trust placement, vulnerability disclosures, and adviser service ratings.
• Retention Smart retention workflow that automatically engages at-risk customers when payments fail, diagnoses issues online, and re-engages customers efficiently to lower costs, protect revenue, and boost retention without requiring phone calls.

Quantifiable outcome

• 50% reduction in operational costs
• +6 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability6 records

Feature9 records

Partnerships

One partnership is on record.

• ReassuredcoreStrategic or Co-development Partner · 1 September 2025Reassured, a UK-based life insurance broker, entered into a partnership with Adviser.AI in September 2025 to support its digital transformation strategy and improve customer engagement. Reassured began trialling Adviser.AI in September 2025 using three core features: retention, benefit reminders, and post-sale checks. The trial generated measurable outcomes including 13% of customers indicating potential vulnerability and 19.14% expressing interest in placing their policy in trust. The partnership aims to automate marketing activity, customer enquiries, policy communications, cross-selling, and retention processes while reducing administrative workload for agents.

Scale indicators8 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Salesforce Financial Services Cloud: Salesforce FSC is an enterprise CRM tailored for insurance and wealth management, including client engagement, lifecycle management, and adviser productivity. It competes with Adviser.ai on broker CRM and engagement, but as part of a much broader enterprise platform.
• HubSpot: HubSpot is a broad CRM and marketing automation platform that insurance brokers use for engagement, email, and SMS campaigns. While not insurance-specific, it competes with Adviser.ai on the customer engagement and retention workflow layer.
• Applied Systems: Applied Systems is a leading insurance agency management platform serving brokers across commercial and personal lines. As a broad incumbent it overlaps with Adviser.ai on broker workflow automation, CRM, and customer engagement, but operates across a much wider insurance portfolio.
• Vertafore: Vertafore provides agency management systems, CRM, and engagement tools for insurance brokerages. As a broad incumbent it competes with Adviser.ai across broker workflow automation, though it serves P&C brokers more heavily than UK life and protection specialists.
• Iress: Iress provides software for financial advice, wealth management, and insurance distribution. Its Xplan and Wealth platforms overlap with Adviser.ai on adviser workflow, client engagement, and CRM for life insurance and protection businesses.

Direct peers

• iPipeline: iPipeline provides digital sales, underwriting, and illustrations tools for life insurance and protection distributors. Adviser.ai's website directly references an iPipeline executive (Paul Yates), confirming both companies target the same UK protection broker workflow.
• Zywave: Zywave offers sales, marketing, and client engagement tools specifically built for insurance brokers and agencies. Its content, engagement, and analytics modules overlap directly with Adviser.ai's Digital Fact Finds, Benefit Reminders, and Cover Review offerings.

Emerging players

• NowCerts: NowCerts is an insurance CRM and agency management platform focused on life and health insurance producers. It overlaps with Adviser.ai on fact-finding, client engagement, and policy servicing workflows for life and protection advisers.

Regional players

• Acturis: Acturis is a UK-focused insurance broker software platform covering commercial and personal lines including protection. It overlaps with Adviser.ai on broker workflow automation, though its core strength is policy administration rather than customer engagement.
• Open GI: Open GI provides insurance software solutions for UK and Irish brokers across personal and commercial lines. It overlaps with Adviser.ai on broker workflow and customer servicing for protection and life products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks3 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/adviser-ai

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Adviser.ai