intelliflo, the UK provider of practice management software for financial advisers, has acquired Mabel Insights, a free online service that advisers use to research investments, compare managed portfolios and plan client finances. The deal completed on 30 September 2026 and was announced on 12 October.
The price was not disclosed. intelliflo said Mabel's tools will remain free for advisers and will be built more deeply into intelliflo office, its main platform. Lawrence Cook, Mabel's chief executive, said joining intelliflo gives the business the scale and investment to keep developing its product.
The two companies already worked together. Mabel has been an integration partner of intelliflo since 2024, and advisers can already move client details and portfolios between the two systems without typing them in twice.
What Mabel built
Mabel Insights launched in January 2024 as a site where advisers could compare model portfolio services, the ready-made investment portfolios that discretionary fund managers run for advice firms, along with multi-asset funds. At launch it held data from about 80 discretionary managers and more than 1,000 portfolios and funds, each scored with Mabel's own risk rating so advisers could compare them on the same terms. Registration was free.
The product grew quickly. Mabel soon added a free risk-profiling tool for assessing clients' attitude to risk, by which point it had risk-scored 1,300 portfolios and signed up more than 1,000 users. It went on to add a free cashflow planning service with tax optimisation, a digital fact-find and branded recommendation reports.
Today Mabel says it runs the UK's largest freely accessible database of managed portfolio services and multi-asset solutions, covering more than 80 asset managers and discretionary fund managers and over 3,000 risk-rated portfolios, as well as platforms and individual funds, shares and exchange-traded funds. Financial Planning Today reported that about 2,800 adviser firms have adopted it since launch.
“We built Mabel Insights to make high-quality research and planning accessible to every adviser.”
The founders
Cook started Mabel after working as head of distribution at Atomos and as a director at Thesis Asset Management. Gaurav Gupta, a chartered financial analyst, is a founder and director of the company and helped design its risk methodology, which focuses on the chance of a client losing money measured over several periods.
No outside funding for Mabel has been reported. Financial Planning Today said more than 30 discretionary managers support the service.
Why intelliflo is buying
intelliflo says its software is used by more than 29,000 advice professionals who look after about £505 billion (about $670 billion) of client assets for more than 2.2 million clients. Owning Mabel lets it spend on the product and the integration in ways a partnership did not allow, the company said.
Nick Eatock, intelliflo's chief executive and co-founder, said advisers had come to depend on Mabel during the partnership and that bringing it inside intelliflo office would turn whole-of-market research and due diligence into a standard step in an adviser's workflow rather than a separate task. intelliflo presented the deal as part of a strategy to lower the cost of giving advice and help firms show regulators that they are delivering good client outcomes.
intelliflo itself changed hands recently. In August 2025 the private equity firm Carlyle agreed to buy intelliflo from asset manager Invesco in a transaction valued at up to $200 million, according to Gibson Dunn, which advised Carlyle. intelliflo said at the time that Carlyle's backing would help it grow in the UK and Australia and that its leadership team would stay in place.
What happens to advisers
Advisers who use Mabel will keep free access to its research, portfolio analysis and planning tools. intelliflo has started marketing Mabel to two groups: advisers and paraplanners researching investments for individual clients, and investment teams setting up and managing a firm's central investment proposition.
