HUB24, page-4

I think one word will sum it up - agility.

Once a big business like BT buys a platform, the platform in effect will not catch up with the times until it's too late. They don't understand technology, are risk averse, and expect to milk what they bought for a very long time without further significant investments. They also carry legacy baggage (which gets bigger over time) and can't make significant changes without backlash.

A good example is Etrade - was once the more user friendly and best (in my opinion) web share trading platform but have not had any improvements since ANZ bought it. I haven't tried the original parent company (Etrade US) platform but I suggest their platform has been vastly improved since the ANZ deal.

Not saying HUB24 won't suffer from the same fate later on, but the company is currently run by people who understands the technology, have a vision and can make changes much quicker than the big banks - and at a significantly lower cost.