Episode Details
Back to Episodes
From Barbell to Ecosystem: Rethinking Member Engagement and Advice in Super with Duncan McPherson
Description
#29. Guest Duncan McPherson, founder of Borromean Consulting and former Link Advice CEO, joins Sarah and Neil to dig into the evolving intersection of advice and superannuation delivery.
The discussion challenges the old idea that there’s a single operating model for advice within funds, arguing instead that the critical issue is how and where each fund draws the line between in-house and external capabilities—a threshold that's now shifting under regulatory, commercial, and technological pressures.
The conversation highlights a growing urgency for funds to modernise advice: digital advice is no longer a "bolt-on" but must be woven into the core service ecosystem. Members’ expectations are shaped by the rapid adoption of AI and digital experiences in other sectors—even as Australian consumers remain cautious and want to see human support layered into these new models. The industry’s own conservatism—with compliance teams sometimes slow to adapt after the Royal Commission—is now a real competitive risk, as members increasingly seek quick, personalised answers from tech-driven sources outside the traditional super system.
Funds also face a tough commercial reality: new member acquisition is costly and pointless if those members leave quickly. Retention hinges on a consistent, personalised member experience, and advice—particularly digital advice—plays a central role in building ongoing engagement throughout a member’s lifetime, not just at joining or retirement.
For those juggling advisor relationships, Duncan notes the tension: advisors can become a channel for assets to leave, especially if funds are seen as hard partners. Making advisor access easy and valued—through dedicated portals, integrated data, and clear strategy—is the only way for funds to remain in the game.
Chapters
00:18 - Exploring Financial Guidance Options for Superannuation Funds
09:48 - The Future of Advice in Superannuation
17:56 - Consumer Trust and Digital Engagement in Finance
20:10 - The Evolution of Digital Advice in Superannuation
35:20 - Navigating Relationships Between Advisors and Super Funds
41:30 - The Future of Financial Advice
Guest: Duncan McPherson
Mentioned in this episode:
Chandler CX Digital Forms
You know that eight-page PDF form that scares off half your members before they finish page two? We turn it into a smart, mobile-first digital form. Prefilled, validated in real time, signed on the spot and straight through processed into your registry. https://www.chandler.com.au/cx-receive/receive