'Advisers lead, not follow': Morningstar's Sanderson calls for adviser-led innovation

Speaking exclusively with Professional Adviser, Sanderson called for a rebalancing of power across the industry to ensure that technology serves the adviser, not the other way around. "We are not guessing at what is going to create time for the adviser," Sanderson said. "The advisers are leading us – we are not leading them." Sanderson said segmentation is the foundation of personalised advice at scale. "Great advice businesses are regionally tuned and understand the fabric of their community," he said. "With a clear view of their customer base, advisers can tailor everything – from t...