intelliflo acquires Mabel Insights to embed research in advice platform
intelliflo, the UK financial advice software platform, has acquired Mabel Insights, a provider of portfolio research and financial planning tools used by independent and restricted advisers. The deal completed on 30 September 2026, and intelliflo has confirmed that Mabel's tools will remain free to end users following the acquisition.
Mabel Insights operates what it describes as the largest freely accessible database for managed portfolio services (MPS) in the UK, covering more than 80 asset managers and discretionary fund managers and over 3,000 risk-rated portfolios. Alongside MPS and multi-asset fund comparison, the platform offers cashflow modelling, risk profiling, a digital fact-find workflow and branded investment recommendation reports. An integration between the two systems was already live before the acquisition, allowing advisers to pass client records and portfolio data between intelliflo office and Mabel without rekeying.
The deal
Nick Eatock, CEO and co-founder of intelliflo, said the partnership that began in 2024 demonstrated how central Mabel had become to adviser research workflows. "As part of intelliflo, we can invest further in Mabel's functionality and embed it into intelliflo office, giving advisers whole-of-market research and due diligence as a core workflow rather than a separate exercise," he said.
Lawrence Cook, CEO of Mabel Insights, framed the deal as an acceleration of the company's founding mission. "Joining intelliflo lets us take the mission further and faster, with the scale and investment to keep building capability that helps advisers deliver better outcomes for their clients," he said. Neither executive disclosed the acquisition price, and intelliflo has not released financial terms.
The strategic rationale centres on regulatory pressure as much as product convenience. UK advisers operating under the FCA's Consumer Duty rules, which came into full force in 2023 for existing products and services, are required to demonstrate that recommendations represent good client outcomes and that whole-of-market due diligence has been conducted. Embedding Mabel's research database directly inside intelliflo office creates an auditable, workflow-native record of that due diligence, reducing the manual steps between research and recommendation.
Market context
intelliflo is a significant player in UK adviser technology, reporting more than 29,000 advice professionals on its platform and approximately £505 billion in assets under advice. Its open-architecture approach to third-party integrations positions it alongside Iress and Curo (part of Morningstar Wealth) in the adviser platform and planning software space, though the UK market remains fragmented, with a number of specialist point solutions competing alongside full-stack platforms.
The acquisition of Mabel Insights continues a broader consolidation pattern in wealth-tech, where platform providers are absorbing best-of-breed research and planning tools rather than relying on open APIs to sustain integrations. For advisers, the near-term benefit is a reduction in context-switching; for intelliflo, bringing Mabel in-house allows it to develop deeper data linkages and, potentially, AI-assisted portfolio construction and suitability-checking features within a single governed environment.
The FCA's ongoing focus on suitability evidence and its Advice Guidance Boundary Review, which is exploring how technology can support the delivery of lower-cost personalised guidance, gives intelliflo additional incentive to deepen its research capabilities. A platform that bundles whole-of-market research with planning and client management tools is well placed if the regulator moves to widen the scope of what constitutes regulated advice and how it must be evidenced.