What Australian Advisers Want – Report


There’s been a marked shift in the focus of advisers in Australia according to the latest What Advisors Want report from industry networking platform Ensombl.

Practice management, advicetech, and superannuation, were the topics most discussed in the second half of last year, followed by investment, technical knowledge, and insurance.

“More than two million data points were captured and analysed, spanning thousands of conversations and engagement actions across the entire Ensombl ecosystem,” states the firm.

Data and graphic / Ensombl.

Its Ensombl Sentiment Index gauges the underlying sentiment behind adviser conversations on the platform.

Ensombl CEO Clayton Daniel says its AI-led analysis reveals the frequency of conversations about a topic doesn’t always translate into adviser engagement.

“Many high-volume conversations, such as those around superannuation and life insurance, are actually quite shallow…with low engagement from advisers.

He says that in terms of shifting adviser focus “…we can see conversations around retirement and Centrelink (social security), two related topics, were significantly higher in the second half of 2023, likely reflecting the increased advertising and marketing by providers in this space.”

He says the firm’s vision as a community “…is to give advisers a seat at the table with providers, creating a conduit between their challenges and the product development and innovation that will shape the future of the profession.”

Daniel says Ensombl wants “…real-life adviser problems to shape marketplace solutions, and by showing providers the topics enabling more effective engagement, we hope to be able to strengthen adviser/provider connection and make it easier to establish that conduit,”

Data and graphic / Ensombl.