“Simplified Advice” Is Not the Solution — It’s a Repackaging of the Same Problem
This is where D2C platforms have quietly changed the landscape.
They’ve already proven that:
access is not the constraint
people can act without intermediaries
and capability is increasing rapidly
The question now isn’t whether people can do it themselves.
It’s whether they are being supported to make good decisions, not just easy ones.
The real opportunity for D2C isn’t to replicate advice.
It’s to go further:
👉 Embed decision support
👉 Strengthen user capability
👉 Prioritise outcomes over transactions
Because the future of this space isn’t:
More distribution.
It’s better thinking at scale.
The platforms that recognise that shift earlywon’t just win market share…
They’ll redefine the role entirely.
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