It was a statement that came out of a conversation. The reason for using a particular ISA provider was based on the user experience of the website platform. It was not to do with investment outcomes, risk management or even costs, but usability.
There is nothing wrong with having a good user experience, but the question is what are you paying for?
If you allocate your capital for investment, what are expecting your managers to do for you? Are you focused on what outcomes they can achieve for you? Probably when you first invest, you try to check out performance due diligence, but once you are invested, your focus is on usability.
Then years go by.
Simply, if you like a platform provider website and its useability, you are paying for administration, not the management of money. The trick of the providers is to sell usability so that you forget performance.