Clearly AMP want to make a big splash in the SMSF market but just employing executives will not do the trick. AMP now has 4 SMSF businesses with Ascend/Cavendish/Multiport/SuperIQ. All will need to be integrated or at a minimum there will be significant rationalisation of the platforms. In the end they will still only administer less than 5% of the market.

It will be interesting to see if AMP can make this work.

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