# From Barbell to Ecosystem: Rethinking Member Engagement and Advice in Super with Duncan McPherson

Page: https://stenobird.com/podcast/that-super-show-7318065/from-barbell-to-ecosystem-rethinking-member-engagement-and-advice-in-super-with-duncan-mcpherson
Text version: https://stenobird.com/podcast/that-super-show-7318065/from-barbell-to-ecosystem-rethinking-member-engagement-and-advice-in-super-with-duncan-mcpherson.md
Podcast: [That Super Show](https://stenobird.com/podcast/that-super-show-7318065)
Published: 2026-06-15T23:00:00+00:00
Episode link: https://thatsuper.show
Audio file: https://episodes.captivate.fm/episode/1d787605-2a20-4d14-a9f8-9ee1e4131705.mp3
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JSON: https://stenobird.com/v1/public/podcasts/that-super-show-7318065/episodes/from-barbell-to-ecosystem-rethinking-member-engagement-and-advice-in-super-with-duncan-mcpherson
Duration seconds: 2736

## Resource

#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…

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