Noel Butwell is CEO, adviser platforms at Standard Life Aberdeen. He looks after Wrap, Elevate and the adviser business 1825 and has big ambitions to number one platform of choice for advice firms. That, Butwell tells New Model Adviser editor Will Robins, would involve deep integration with back offices and to only pay for what is used. But could an ESG 'look through' be needed too? A similar 'pick and mix' approach will reshape its advice offer as well.