Bosses working on combining the Cofunds and Aegon platforms say their ambition is to create the “most user friendly experience” in the market.

Aegon’s Mark Till, chief distribution and marketing officer, said there had been “insufficient investment in the user experience” across the sector but his company was focusing on making this central to its development.

Following the takeover of Cofunds, Aegon said earlier this year it wanted to create a better platform business that advisers “feel they’ve invested in”.

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The Aegon in-house design team is working with technology provider Dunstan Thomas with the aim “to create a simple, intuitive platform that takes service to the next level and sets the benchmark for a modern user experience”.

Aegon has provided the Advisory Board with a demonstration of the new platform screens.

Mark Till, chief distribution and marketing officer, Aegon UK, said: “Our aim is to create the most user friendly experience in the platform market.”

He said: “Across the platform market there’s been insufficient investment in the user experience and from the advisers we speak to and the results of our survey, this has the potential to become a point of differentiation for those companies that get this right.

“To date, the focus of our integration work has been on the underlying systems and processes that underpin the platform, but we felt it vital we previewed what the service will look like with our Advisory Board, gathering feedback on the design and core user journeys.

“We’re pleased with the reaction it received, and in the months to come, we’ll be sharing our specific plans more widely.”