Why Hub24 Ltd (ASX: HUB) Deserves Attention in 2026

Some companies grow quietly for years before their progress becomes obvious. Hub24 Ltd fits that description well. It has spent more than a decade building a platform that financial advisers trust to manage client money, reporting and administration. What makes 2026 feel different is not a single announcement or short-term result, but a visible shift in how the business is positioning itself for its next phase. 

Hub24 is moving from being seen primarily as a high-quality platform utility to becoming a broader advice technology partner. That change has implications for growth, margins and long-term relevance, which is why it deserves close attention.  

A platform that advisers already rely on 

At its core, Hub24 provides the infrastructure that financial advisers use to manage investments, superannuation and reporting for clients. This might sound unexciting, but in wealth management, reliability and flexibility matter more than flashiness. Advisers build their businesses on platforms they trust, and once embedded, switching is disruptive and costly. 

Over recent years, Hub24 has consistently reported strong net inflows, meaning more client assets are being placed on the platform. Funds under administration have steadily increased, and adviser numbers using the platform have continued to rise. These are not cosmetic metrics. In platform businesses, asset flows are the engine that drives recurring revenue. 

What is important is that this momentum has not relied on one-off wins. It has been driven by steady adviser adoption and ongoing migrations, which suggests the platform is being chosen deliberately rather than opportunistically. 

Why 2026 looks like an inflection point 

Hub24’s earlier growth phase was about proving its platform worked and could scale. The next phase is about deepening its role in the advice process itself. That is where 2026 becomes interesting. 

The company has signalled clearly that it wants to be more than a place where assets sit. It wants to help advisers run better, more efficient businesses. This is a meaningful strategic shift. 

Advisers today face a difficult environment. Compliance requirements have increased, client expectations are higher, and producing advice can be time-consuming and costly. Technology that reduces friction in advice creation and delivery is becoming just as important as investment choice. 

Hub24 has started to lean into this reality. 

From platform to ecosystem 

One of the most telling moves has been Hub24’s investment in advice productivity and advice generation software. This is not a random fintech experiment. It is a direct response to a structural problem in the advice industry: too much time spent on process, not enough on clients. 

By connecting advice creation tools with its core platform, Hub24 is positioning itself closer to the front end of the adviser workflow. If advisers can generate, manage and implement advice within a connected environment, Hub24 becomes much harder to replace. 

This ecosystem approach also opens up new revenue opportunities. Instead of earning primarily from administration fees linked to assets, Hub24 can potentially earn more per adviser through software tools, integrations and services. That changes the long-term economics of the business. 

Importantly, this strategy builds on Hub24’s existing strengths. Advisers already trust the platform. Extending that trust into adjacent tools is far easier than trying to sell a standalone product into a crowded market. 

Market structure is working in Hub24’s favour 

The Australian platform market is becoming more concentrated. As regulation and technology costs rise, advisers tend to favour platforms that are stable, well-capitalised and widely supported. Industry discussion increasingly points to a market dominated by a small number of large players. 

Hub24 is now regularly mentioned among those leaders. That shift in perception matters. Advisers often choose platforms they believe will be around for the long term. As Hub24’s scale grows, it becomes a safer choice for licensees and adviser groups planning multi-year strategies. 

Scale also supports pricing discipline. In markets with many small competitors, price pressure can be intense. In more consolidated markets, platforms have greater ability to invest, innovate and maintain sustainable economics. 

Product changes that matter day to day 

Hub24’s recent platform updates have focused on practical improvements rather than cosmetic redesigns. Enhancements to reporting, billing, administration and data handling may not grab headlines, but they directly affect how advisers experience the platform each day. 

These incremental improvements compound over time. Advisers are more likely to consolidate activity onto a platform that reduces friction, saves time and lowers operational risk. This feeds back into higher retention and deeper engagement. 

The key point is that Hub24 is not standing still. It is refining its core while expanding carefully into areas that align with adviser needs. 

Risks that should not be ignored 

While the strategic direction is compelling, there are real risks. 

Building an ecosystem is complex. Integrating new tools, ensuring adoption, and avoiding distraction from the core platform requires disciplined execution. If advisers are slow to adopt productivity tools, returns on those investments could take longer to materialise. 

Regulatory change is another factor. Advice reform, cost pressures or changes in adviser numbers could affect the overall market Hub24 serves. Although the platform benefits from consolidation, a shrinking adviser base would limit growth potential. 

Competition also remains intense. Other platforms are investing heavily in technology and features. Hub24 must continue to innovate to maintain its differentiation. 

What to watch as the year unfolds 

For those tracking Hub24, a few signals matter more than share price movements. 

First, adviser growth and asset inflows. Sustained momentum here confirms the core engine remains strong. 

Second, evidence of multi-product adoption. If advisers begin using productivity tools alongside the platform, it validates the ecosystem strategy. 

Third, continued platform stability and incremental feature improvements. Reliability underpins trust. 

Finally, ongoing support from large dealer groups and licensees. Distribution agreements and migrations signal long-term confidence. 

A simple way to frame the opportunity 

Hub24’s story in 2026 is about evolution rather than reinvention. The platform economics that built the business are still intact. What changes the outlook is the company’s push to capture more of the advice workflow and embed itself deeper into how advisers operate. 

If successful, Hub24 shifts from being a back-office necessity to a front-office enabler. That raises switching costs, expands revenue per adviser, and strengthens long-term competitive position.

Disclaimer:

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