Ann: Intiger Market Update, page-366

My understanding is that even if you have an automated system that gives you an SOA in no time at all, you still need a backoffice to gather and enter the data. This overhead incurs expenditure.
RODO isn't the only software programme to offer SOAs; there are others, eg, Midwinter(?).
So I'll accept that other companies are offering cheap and cheerful SOAs, of course.
But SOAs are only part of the backoffice game.
My understanding is that LILLY enables the 'joining of the dots' of the various services such that the whole backoffice can be offered to the financial planner.
And hence how Intiger is different and can therefore pivot into other industries.
Intiger's thinking is that once they offer 'the whole backoffice package deal', then they'll attract clients.
And it stands to reason that if you're the only one offering this service in the world with unique software that enables this, the sky is the limit and you have a 'business to last a generation'.