Mutual fund company representatives need to become “human browsers” to help financial advisors focus on what’s most relevant on the funds’ Web sites, a panel of advisors told a forum at the Investment Company Institute’s annual meeting Thursday.

“There is so much online. It is like drinking through a fire hose,” said Morgan Stanley First Vice President and Wealth Advisor Sue van der Linden.

The necessity for reps to simplify and explain will become even more acute as funds become more complex, Ameriprise Financial Private Wealth Advisor Christine Emond explained.

“We need higher levels of expertise from fund reps. Some reps have difficulty telling how the performance of their products equates to investor performance,” said Emond.

She added she doesn’t want her clients to become guinea pigs for new funds.