An adviser to superannuation funds is planning to expand its offering to provide a more holistic service.

Money Solutions will change its name to Link Advice and remain part of parent Link Group’s fund administration division.

CEO Ross Bowden says the rebrand reflects an extension of its offering, moving beyond a focus on intrafund phone advice.

It will provide digital solutions and increase access to face-to-face advice.

The company currently has more than 65 phone advisers servicing 15 major super funds. It delivers more than 30,000 pieces of phone advice each year. This figure is expected to increase to 50,000 in the next three years, with a focus on retirement advice.

“The provision of financial advice is becoming increasingly important for super funds as they compete to differentiate their offering,” Mr Bowden said. “Advice provision is now an integral part of the member journey, and has been integrated into the different touch points of member engagement.”

He says advice delivered by super funds is on a growth trajectory. 

“Scaled financial advice is no longer just a bolt-on for super funds. It is an integral part of member engagement and member services. More than this, funds are engendering loyalty and improving member retention.”