Speaking at the Investment Magazine Chair Forum earlier this month, founder of research house CoreData, Andrew Inwood, said service quality has become increasingly crucial because funds have been less and less able to differentiate purely from a performance perspective in the past five years. 

The company’s research found there was a 15 percentage points of difference in return between the best and worst performing MySuper products in 2019. But in 2023, that difference was only around 5 percentage points and significantly compressed the spread of returns.