I like the fact they are focussing more and more on the...

I like the fact they are focussing more and more on the advisers. The key to success in my mind is to chase the advisers. This is a well trodden path by the likes of HUB24, Netwealth, BT, Colonial etc etc. Don't chase individual clients, chase the gatekeepers to multiple clients. Also, advisers typically have better clients with larger balances This will leverage up their marketing / sales / business development team spend. Selfwealth can provide the same or better IT platform as the IDPS platforms at a fraction of the cost to clients (especially clients who buy and hold), because it is a non-custodial model. The custody model charges a % fee on assets on top of the transaction fees.