The compliance and risk teams who embrace PFs envision a new scalable sales channel that fuels growth. They focus on a few PFs with which to succeed. Said one compliance head, "We choose a small number opportunistically because they take so long to get over the board." Those teams that avoid PFs take a shorter term view of ROI, deeming PFs too hard to onboard in relation to potential fee revenue. Some even have a visceral fear over what could go wrong. "We see them as a risk we don’t want to touch, so we avoid them like the plague," said one manager.
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