James Smith: Is service the differentiator for platforms?

When platforms emerged in the UK in the guise of ‘fund supermarkets', the number of funds available was a key determinant of adviser selection. As wrap platforms then started to dominate the landscape, the attention turned to product wrapper availability, model portfolio functionality and the pre-funding of investments. While fully acknowledging and appreciating there are still some differences between the underlying platforms features and benefits, these are now mainly around the edges and instead there is now a drive to focus on cost. Before we consider whether cost should now be th...