What Borromean is seeing in the
Digtial Advice market
Across recent work with superannuation funds, advice organisations and digital advice providers, several consistent patterns are emerging.
These observations are not theoretical. They reflect what is playing out in real decision-making and delivery environments.
The role of digital advice
Digital advice is often discussed as a solution in its own right. In practice, its value is shaped by the role it is asked to play.
When positioned well, digital advice can materially improve access, consistency and confidence for members. When positioned poorly, it risks becoming underutilised, misunderstood or disconnected from broader advice and engagement strategies.
Digital Advice Market Scan
As digital advice capability has matured, the challenge for many organisations is no longer finding options — it is choosing between them with confidence.
Borromean’s Digital Advice Market Scan provides an independent, comparative view of how leading digital advice providers are positioning, delivering and evolving their offerings. The focus is not on product marketing, but on helping executives and boards understand the real differences that matter in practice.
How Borromean works with organisations on digital advice
Borromean works with organisations at key decision points in the evolution of their digital advice capability.
Engagements are typically focused on helping leaders move from exploration to clarity, and from intent to practical action — rather than delivering digital advice as a standalone solution.
This support commonly includes:
Clarifying the role digital advice should play
Helping organisations define what problem digital advice is intended to solve, how it fits within the broader advice and engagement ecosystem, and what success should realistically look like.
Testing readiness and fit
Assessing whether strategy, operating model, governance and capability are aligned to support the chosen role — and identifying gaps that materially affect delivery.
Supporting provider evaluation and selection
Bringing structure and independence to market scans and shortlisting, helping connect provider capability back to strategy, execution risk and long-term fit.
Supporting executive and board decisions
Providing structured decision support to surface trade-offs, test assumptions and build confidence at key approval points.
Staying close through early execution
Where useful, remaining involved post-decision to support sequencing, clarify priorities and reduce the risk of momentum stalling as focus shifts to delivery.
Borromean’s role is deliberately independent and provider-agnostic. The objective is not to maximise digital advice usage, but to ensure digital advice is positioned and delivered in a way that genuinely improves outcomes and can be sustained over time.
