Supermarket success reliant on added value

Fund supermarkets will increasingly compete on value added and quality of service as competition intensifies and homogeneity of offerings level the playing field for online platforms. With fund supermarkets offering barely distinguishable ranges of funds from broadly the same providers, intermediaries will increasingly seek out those offering the best service. Two of the largest intermediary-orientated fund supermarkets, FundsNetwork and Cofunds, backed by fund management heavyweights, Fidelity on the one hand and rivals M&G, Jupiter, Threadneedle and Gartmore on the other, have focused...