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

#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. ABOUT DUNCAN Duncan McPherson brings more than 30 years' experience across superannuation and advice. Over the past decade, Duncan has worked closely with some of Australia's largest and most progressive super funds and digital advice providers — developing board-approved advice strategies, leading the implementation of scaled and retirement advice services, and supporting organisations at every stage from early direction-setting through to delivery.   / duncanmcp   https://borromeanconsulting.com.au/ ABOUT YOUR HOSTS Sarah Penn is the CEO and founder of Mayflower Consulting, an Australian financial services consultancy specialising in product governance, PDS management, and product operating model design. Her team works with super funds, fund managers, and investment platforms across Australia. www.linkedin.com/in/sarahpennau/ (  / sarahpennau  ) mayflower.com.au (http://mayflower.com.au/) Neil Benson is the Global Chief Product Officer at ChandlerCX, where he leads a team focused on the intelligent automation of customer communications. In February 2026, his startup, Novagentic was acquired by ChandlerCX.   / neilbenson   chandler.com.au (http://chandler.com.au/) ABOUT THAT SUPER SHOW That Super Show is a fortnightly podcast for Australian superannuation professionals. Sarah and Neil cover the issues, debates, and decisions shaping the industry — without the spin. Subscribe wherever you get your podcasts, and don’t forget to leave us a 5 star review. Got a topic you'd like us to cover? Reach out to either of us on LinkedIn. 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-receiv... ChandlerCX (https://thatsupershow.captivate.fm/ch...)