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AI: Empowering innovation in advice

Unlocking advice productivity is critical to meeting unmet advice needs—bridging the gap between the 16.4 million Australians seeking advice and the 15,500 advisers available.1

By collaborating with the industry and leveraging our technology and data expertise, HUB24 is helping to address key challenges, enabling accessible financial advice and empowering better financial futures for more Australians.

AI is a key enabler, delivering industry-specific solutions and shaping the future of financial advice. As we adopt these capabilities, strong governance, privacy, and ethics are essential.

Since 2018, HUB24’s Innovation Lab has partnered with advisers and licensees to explore how emerging technologies like AI can address real-world challenges, focusing on responsible, human-directed design that supports advisers’ central role.

But connecting AI to systems built for people, not machines, is not enough. It takes ongoing investment and thoughtful application to deliver real efficiency and scale.

This month, HUB24 partnered with Professional Planner to host an AI industry roundtable.

Jason Entwistle | HUB24

13th Jun

13 Jun 2025
The importance of strong business processes before adopting AI

AI is only as effective as the data it relies on. Expecting productivity gains without knowing where data is stored,

The importance of strong business processes before adopting AI

AI is only as effective as the data it relies on. Expecting productivity gains without knowing where data is stored,

13th Jun

13 Jun 2025
Navigating the Risks and Rewards of AI in Advice

As AI adoption accelerates across advice practices and licensees, so too does the opportunities and risks. While the technology holds

Navigating the Risks and Rewards of AI in Advice

As AI adoption accelerates across advice practices and licensees, so too does the opportunities and risks. While the technology holds

11th Jun

11 Jun 2025
How AI and Automation are reshaping financial advice

The financial advice industry is undergoing a period of rapid experimentation, as advisers and licensees increasingly adopt AI and automation

How AI and Automation are reshaping financial advice

The financial advice industry is undergoing a period of rapid experimentation, as advisers and licensees increasingly adopt AI and automation

11th Jun

11 Jun 2025
Advice businesses integrate AI their way

Advice practices and licensees are taking varied approaches to innovation with some investing in education and structured programs, while others

Advice businesses integrate AI their way

Advice practices and licensees are taking varied approaches to innovation with some investing in education and structured programs, while others

11th Jun

11 Jun 2025
Grappling with change – Governance and ethics in AI

AI is advancing rapidly in financial advice, offering new opportunities but also prompting regulatory concern that governance may be behind

Grappling with change – Governance and ethics in AI

AI is advancing rapidly in financial advice, offering new opportunities but also prompting regulatory concern that governance may be behind

11th Jun

11 Jun 2025
Tips for assessing emerging AI solutions

Assessing AI solutions is challenging due to its fast, changing nature and the lack of deep and accessible expertise in

Tips for assessing emerging AI solutions

Assessing AI solutions is challenging due to its fast, changing nature and the lack of deep and accessible expertise in

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Nicholas Perrett

Chief Executive Officer

Yarra Lane

Jasia Fabig

General Manager Advice

Fitzpatricks

Dr Evan Morrison

Head of Innovation Lab

HUB24

Nigel Baker

Director

Arch Capital

Jason Entwistle

Strategic Director

HUB24

Nick Hilton

Exec GM Advice Delivery

Entireti

Paul Bolstad

Financial Adviser

AGS Financial Group

Henry Cai

Head of Advice tech

Centrepoint Alliance

Nathan Jacobsen

Chief Executive Officer

Vital Business Partners

HUB24 believes in the value of advice and enabling accessible financial advice to more Australians.

Through our Innovation Lab, we are exploring how emerging technologies such as AI and machine learning can help reduce friction in the delivery of advice.

Over the past seven years in collaboration with advisers and licensees, the Innovation Lab has unlocked productivity gains delivering innovative solutions to drive efficiencies and operational scale.

By leveraging machine learning, it analysed more than 19 million documents, turning unstructured data into useful insights for licensees, helping them to identify revenue opportunities, client trends, industry benchmarks and deliver proactive compliance monitoring.

More recently, and as the technology evolves, the Innovation Lab has been exploring and refining new ways to use AI and natural language tools to help advisers better engage with clients and their data.

Transformational change requires collaboration, that’s why we’re working with the industry, licensees, and advisers, sharing insights to build scale and empower better financial futures, together.

1Investment Trends 2023 Financial Advice Report