Cofunds: Stop calling us a fund supermarket

Sales and marketing director Alastair Conway says established platforms provide many of the same features offered by so-called wraps, and using such irrelevant labels to differentiate players only blurs the real question of who provides the best service for advisers. “The term ‘fund supermarket’ does not describe what we do and suggests all we do is funds,” says Conway. “The reality is that all platforms are broadly doing the same thing on a technological level and whether a provider is a supermarket or wrap is completely irrelevant – it is all about supporting the adviser’s planning ...