The SIPP market remained buoyant in the first half, with 117 schemes from 82 providers, according to new data from Defaqto.
Top 10 recommended SIPPs in H1 2025
|
Product |
Position change since 2024 |
% of Top 10 H1 2025 |
|
Aviva Pension Portfolio (SIPP) |
- |
24.1% |
|
Standard Life Wrap SIPP |
- |
18.4% |
|
AJ Bell InvestCentre SIPP |
+1 |
11.7% |
|
Aegon Retirement Choices SIPP |
+1 |
10.3% |
|
Quilter Collective Retirement Ac |
-2 |
10% |
|
AJ Bell Investcentre Retirement Investment Ac |
- |
6.3% |
|
M&G Wealth Pension Account |
New |
5.4% |
|
Scottish Widows Platform Personal Pension |
- |
5% |
|
Prudential Retirement Account |
-2 |
4.8% |
|
Transact SIPP |
-1 |
4% |
Source: Defaqto, September 2025
Advisers continued to place the greatest emphasis on AKG financial strength ratings, followed by suitability criteria aligned with COBS 19.2, such as target market compatibility and client functionality.
Richard Hulbert, insight consultant at Defaqto, said: “The dominance of Aviva and Standard Life is quite notable, especially as Aviva has attracted an additional 3.2% market share in the last six months. To illustrate this, when we add the recommendations for both AJ Bell Investcentre pensions together, they would still not improve on their third position overall.”
The data was taken from Defaqto Engage, a financial planning tool which Defaqto claims is used by over 30% of advisers. Over 64,000 personal pension and SIPP recommendations were made through the tool in the first half of the year.