The period May 2017 to August 2018
102 During this period, AMPFP made a strategic decision to keep (rather than on-sell) a portion of the client registers that it purchased under the BOLR Policy. (Historically, the large majority of client registers acquired by AMPFP under the BOLR Policy had been on-sold to an existing or a new practice in the AMPFP network.) Also during this period, early strategic thinking commenced within AMPFP as to a future "end state" in relation to the BOLR Policy.
103 The evidence includes a memorandum from Justin Morgan (Head of Licensee Value Management at AMP) and Mr Akers to AMP's Advice Leadership Team dated 11 May 2017 on the subject "Buy Back and Planner to Planner Process Change". Mr Akers was taken to this document during cross-examination and gave the following evidence, which I accept:
… what you were there identifying is a recommendation that AMP increase its ownership and ongoing servicing of customer registers purchased through licensee buyback policies?---Yes.
…
… But it did represent an intention to hold a greater proportion of registers than might have historically been the case in the past?---Yes.
Yes. And so rather than acting as a clearing house of all registers through the buyer of last resort policy what this reflected was a change in strategy to retaining a proportion of those registers?---That's correct.
104 The evidence includes a memorandum dated 25 June 2017 from Mr Morgan to the AMP Life and NMLA Audit Committee on the subject "Customer Account Register Pool and Strategic BOLR review update". The memorandum's purpose was stated to be to provide an update on:
• Changes to AMP's strategic approach to the purchase and onsell of client registers.
• The Strategic Review of BOLR including Project Derby phase 3
105 The executive summary of the memorandum stated:
• The establishment of a direct servicing capability through AMP Direct and AMP Advice has led to a change in our approach to managing business transactions across the network. Management is no longer actively working to minimize inventory levels.
• Under our revised approach, exiting businesses are assessed to determine the most appropriate transaction pathway, with options including (i) internal succession, (ii) install new ownership in a viable existing business, (iii) sell the client registers to another practice and (iv) acquire and develop a direct servicing relationship.
• This approach is being implemented and will be applied to the 75 business transactions scheduled to take place between July 2017 and June 2018. AMP expects to acquire a significant number of clients that will be serviced directly by AMP.
• Policies in Register Company (except for leased policies) will now be held as intangible assets, rather than as inventory. ~$45m was transferred from inventory to intangible on 30 June 2017.
• A program of work to update processes and systems relating to managing BOLR under changes to policy announced in 2016 is now almost complete.
(Emphasis added.)
106 "AMP Direct" and "AMP Advice" were explained in the "Background" section of the memorandum. That section included the following:
Under AMP's historical approach to managing the buy-back ecoystem, management has actively worked to on-sell a high proportion of purchased client registers, and reduce AMP's inventory level, to seed new business growth and to provide a growth channel for established practices.
At the AMP Investor Strategy day in May 2017, management highlighted our intention to enhance AMP's operating margins through broader participation in the Advice value chain. One of the key opportunities to realise this objective is to implement a direct servicing capability that enables AMP to develop a service-based relationship for clients purchased through practice buy-back transactions.
The establishment of (i) AMP Direct as a remote servicing model for low-touch clients and (ii) AMP Advice as a face-to-face servicing model for high touch clients, provides the opportunity to increase AMP's ownership of customer registers in a manner that would maximize AMP economic value, and offer a broader, deeper and more scalable servicing model to segments that are currently either non-serviced or else under-served. Under this approach, AMP can capture and maintain service fees attached to policies acquired by AMP (these fees are currently switched off).
This revised approach is currently being implemented. Consistent with this approach, management is no longer actively working to minimize inventory levels, and expects to acquire a significant number of clients that will be serviced directly by AMP.
Under our revised approach, exiting businesses are assessed to determine the most appropriate transaction pathway in the interests of our customers and the distribution network. Outcomes may include:
1. Internal succession within the business, where appropriate successor is identified.
2. Restructure and maintain the business as a viable going concern, owned by AMP, a new practice principal, or else under an equity partnership model.
3. Business to business transactions, which will continue to be supported where consistent with AMP's strategic interests.
4. Buy back and service through AMP Direct and/or AMP Advice, with all commission and/or servicing revenue accruing to AMP.
(Emphasis added.)
107 "AMP Direct" was subsequently re-named "AMP Assist". The name "AMP Advice" remained the same.
108 During cross-examination, Mr Byrne provided the following explanation of AMP Assist and AMP Advice. AMP Assist was a phone-based advice service. AMP Advice was a face-to-face advice service. AMP Advice involved both: (a) employed advisers providing advice in AMP offices; and (b) self-employed practices operating under the processes, technology and systems of AMP Advice.
109 During cross-examination, Mr Scott gave the following evidence, which I accept:
… at the time of the commencement of the buyer of last resort policy, in effect, from 1 July 2017, you were aware that AMP was changing its strategy with respect to on-selling registers by increasing the number of registers it would retain and have serviced by AMP Assist and AMP Advice?---Yes.
And that strategy involved not on-selling as many registers as had occurred historically?---Yes.
And concerned - rather than acting as a clearing house of registers through the buyer of last resort policy acting as a company which held a proportion of registers for direct servicing?---Yes.
110 The evidence includes a memorandum dated 4 July 2017 from Mr Scott to James Georgeson and John O'Farrell (of AMP) on the subject "Buyback update". The "Purpose" section of the memorandum stated that the paper explained the change in accounting treatment for "buyback transactions resulting from the strategic decision to service more policies internally" and for "external policy write downs on purchase". The executive summary included:
The Advice business are making changes to practice transaction processes based on a revised decision-making framework that will support a range of outcomes for business transactions across the network including buyback, on-sell and planner to planner.
Exiting businesses will be assessed, with a recommendation developed as to the most appropriate outcome in the interests of customers and the distribution network. Outcomes may include planner to planner transactions, internal succession within the business, and unbundling then allocating customers to an appropriate service channel. This will be aligned with a strategy to participate more in the Advice value chain and service policies internally.
The change in strategy by the Advice business requires a reclassification of buyback policies held on the balance sheet. AMP accounting policy is that client registers which are held for sale in the ordinary course of business are classified as inventory.
However, individual client policies will not be classified as inventory where either:
(a) a decision has been made by the business not to sell the policy; and/or
(b) the policy has an attribute that is been systematically excluded from sale
(Emphasis added.)
111 The evidence includes a memorandum dated 22 November 2017 from Mr Akers to the AMP Limited Board titled "Revised approach to acquire client registers". The purpose of the memorandum was stated to be:
To provide the Board with an update on our strategy under which AMP will acquire client registers from aligned practices through buyout transactions and providing direct servicing to clients through AMP Assist and AMP Advice.
112 The executive summary of the memorandum stated:
AMP has implemented a revised approach to acquisition of customer registers, under which customers will be served through the channels most appropriate to meet their needs, including AMP Assist and AMP Advice.
Previously AMP has on-sold acquired client registers wherever feasible to other servicing practices or as part of Practice Start-up Offers. Our revised approach will retain a growing portion of these registers to be serviced through AMP-owned channels. This approach is expected to deliver returns to the Advice business through the in-housing of existing product commissions and fee-for-service client relationships, while also recognising the potential value to AMP Group of expanding our addressable customer base.
Over the next 5 years we expect to acquire ~$50m in customer registers per annum, with an aggregate capital investment of $250m. The financial impact is expected to approach hurdle excluding amortization and assuming lower cost to serve.
We are well positioned to execute on this strategy given the investment in underlying technology and infrastructure in recent years, enabling us to digital engage and serve clients in a more personalized yet scalable manner.
This strategy also enables us to take control of the inevitable increase in aligned businesses accessing buyer-of-last-resort terms over the coming years driven predominantly through the key deadlines for education standards; the trend of sub-scale businesses opting out and through more deliberate interventions by AMP on higher-risk and / or underperforming businesses.
(Emphasis added.)
113 On 14 December 2017, the Commonwealth Government established the Royal Commission into Misconduct in the Banking, Superannuation and Financial Services Industry (the Financial Services Royal Commission or the Royal Commission). The Honourable Kenneth Hayne AC QC was the sole commissioner.
114 In 2018, the Financial Adviser Standards and Ethics Authority (FASEA) announced educational requirements that advisers would need to meet. These changes placed pressure on advisers to consider their careers and their individual plans. This was particularly so for older advisers who were nearing retirement age and were concerned about taking educational courses and examinations for the first time in a long time.
115 During cross-examination, Mr Scott gave evidence, which I accept, that the strategy of AMPFP keeping (rather than on-selling) a portion of the registers acquired under the BOLR Policy was fully operational by early 2018. He gave evidence, which I accept, that from that point on (until August 2019), BOLR transaction registers (that is, registers acquired under the BOLR Policy) mainly went to AMP Advice and AMP Assist.
116 Further, Mr Scott gave evidence, which I accept, that AMP's strategy in the period early 2018 to August 2019 involved placing as many clients as possible with AMP Advice and AMP Assist and then finding a home for remaining clients that did not meet the exceptions criteria and accreditation criteria for clients of AMP Advice/AMP Assist. Where clients could not be placed with AMP Advice/AMP Assist, or there were other reasons for not placing them with AMP Advice/AMP Assist, the clients were on-sold. This was referred to in the evidence as a "partial on-sell transaction"; in other words, it involved the on-sale of only part, rather than the whole, of a register.
117 The evidence includes a draft memorandum dated March 2018 from Mr Byrne, Chris Fernie (the Head of Channel Strategy at AMP) and Julian Cappe (a consultant engaged by AMP's Australian Wealth Management division) to Mr Akers and Michael Paff (Managing Director of AMPFP and AMP Advice) titled "Buyback review". The draft memorandum set out an "early hypothesis of end state", which included a move away from the then current BOLR valuation methodology, and discussed an "early hypothesis of transition". In relation to the latter topic, the draft memorandum discussed "tactical changes" (described as phase 1) and a "glide path" (described as phase 2). The draft memorandum stated in part:
Phase 2 - Glide path: As we move from the current BOLR valuation methodology to end state models it is recommended that an extended glide path be put in place. The concept of the extended glide path is to reduce the recurring revenue multiple very slowly so that growing practices are incentivised to remain in business and, over time, the new models become more attractive.
With an anticipated 13 month notice period and a minimum of 3 months of consultation with the ampfpa, (and need to have some key tactical changes such as run clause in place before any engagement) it is unlikely that the glide path would commence until early 2020 at the earliest. The rate at which the multiple reduces by and the time horizon of the glide path can be modelled, but an indicative approach may be a five year transition where the multiple decreases by 0.03x per month (0.36 or ~9% pa).
(Mark-up in original.)
118 During cross-examination, Mr Byrne gave the following evidence, which I accept, in relation to early 2018:
And your view in early 2018 was that AMPFP should change its model to remove institutional ownership and remove any premium payable under BOLR, wasn't it?---Over an extended period of time, I saw that as, yes, something that the business should consider.
Let me be clear: my question was different to the question that you sought to answer. Your view in early 2018 was that AMPFP should change its model to entirely remove institutional ownership and remove any premium payable under the buyer of last resort policy, wasn't it?---Over an extended period of time, yes.
And so when you say, "Over an extended period of time", are you referring to the time at which your view was formed or the time at which those steps should be undertaken?---Time at which those steps should be undertaken.
119 Under the heading "Risks and challenges with hypothesis", the draft memorandum dated March 2018 stated in part:
Timing risks: BOLR and institutional ownership are fundamental elements of the AMPFP and Hillross value propositions and the implications of change are far reaching. Practices and the adviser associations are highly sensitive to changes to these terms and there is an expectation that any reduction to practice value would be countered by an equal and opposite improvement in value elsewhere.
Changes introduced under Derby were designed internally for approximately 7 months with the assistance of three phases of engagement with AT Kearney. There was then a series of negotiations with the ampfpa over a 10 month period (to April 2016) when the changes were launched. Those changes did not take effect for a further 13 months. Although these changes were material, they were also designed to not materially impact the overall valuation of the network (therefore there were both winners and losers as a result of the changes). Despite the AMPFPA agreement to changes, the transition paths and held value terms put in place, there was still a large volume of BOLR exits following the changes. In recent discussions with the AMPFPA they have also noted that they would have preferred to have gone slower with the BOLR changes and not to have agreed to launch when we did. With this context, the aforementioned transition plan would be considered aspirational and unlikely to be realised unless a more aggressive approach to adviser association consultation is taken.
(Emphasis added.)
During cross-examination, in relation to a later memorandum (dated December 2018) with similar text to that set out above, Mr Byrne said that on reflection he would characterise BOLR and institutional ownership as important, rather than fundamental, elements of the value proposition.
120 In April 2018, the second round of hearings of the Financial Services Royal Commission (which dealt with financial advice) commenced. Mr Byrne accepted during cross-examination that, during the course of the Royal Commission hearings in early 2018, AMP suffered significant brand and reputational damage.
121 At about this time, Mr Byrne, as part of an AMP working group, started working on the implications for the AMP Advice Licensees if grandfathered commission revenue were to end.
122 The evidence includes a draft memorandum dated May 2018 from Mr Byrne, Mr Fernie and Mr Cappe to the Advice Leadership Team of AMP on the subject "Commercial Buyback terms - review". The document was labelled "DRAFT for discussion". The "discussion questions" were identified as:
1. Problem: Are the top three issues with AMP buy back models: (1) the liability risks and exposure of a 'run' on BOLR, (2) perception issues relating to institutional ownership for EBB and BOLR, and (3) the premium to market valuation offered under AMPFP BOLR and to a lesser extent Hillross EBB?
2. End state: Does the removal of BOLR/EBB terms and institutional ownership make sense as a response to these problems in an end state?
3. Transition: Is an initial phase of internal preparation in 2018/19 followed by an extended glide path reduction in values from 2020-2025 preferable to a more immediate change?
123 The section headed "BOLR and the Royal Commission into Financial Services" stated:
The Royal Commission into Banking and Financial Services has put AMP under intense media, customer and stakeholder scrutiny. A focus of that scrutiny has been AMPs charging of fees for no service when customers have been sold back to AMP and have remained in the 'BOLR pool'. This issue was the result of system and process failures, but in some cases it was because of a business practice. Although this issue was resolved in November 2016, there is understandably a heightened awareness of all processes surrounding our buy back arrangements and an imperative to ensure customer servicing is maintained when practices exit the industry.
As a result of the negative stakeholder sentiment flowing from the Royal Commission, there has been a significant increase in practices asking about BOLR and also considerable media speculation on the potential for practice exits and AMPs liability. AMP is beginning to see a stepped increase in exit notices - with 5 received in the first week of May (last week), compared to an average of less than 1 week since the start of the year.
As a result of the Royal Commission, it is likely that practices within the network will have heightened sensitivity surrounding any changes to BOLR terms. This sensitivity is fuelled by speculation within the network surrounding; the future of grandfathered commissions, future changes to OFAs, the future of vertical integration, the future of licensee incentives, changes to AMP leadership, and the potential to make changes to BOLR terms outside the established notice period. In such an environment, it is likely that practices may submit their exit notices in an attempt to secure current terms, or act irrationally when changes are introduced.
124 I have referred to the Akers July 2018 Memorandum at [89] above. I now set out some additional extracts from that memorandum. In the section headed "Financial Impact", the memorandum stated:
AMP's total Bolr liability is $1.2Bn across ~800 practices (not including audit discounts). Since 2016, AMPFP has undertaken an average of 60 Bolr transactions a year, at average $1m each (ie. aggregate ~$60m transaction value pa). Prior to 2015, annual Bolr was ~$30-40m pa, with the recent uplift being linked to accelerating industry disruption. The strategic plan for Advice forecasts that Bolr volumes will remain at an elevated level over the next 5 years driven by adviser demographics and increasing industry professionalisation standards (est. $80m pa).
Since the Royal Commission hearings on financial advice, 22 Bolr notices for total $17m have been received, representing a moderate short-term increase in exits above normal levels (many of these practices were considered high propensity to exit even prior to the Royal Commission).
More recent propensity modelling (excluding Royal Commission fallout) suggests 2019 is likely to be the year we see the [largest] number of exits; linked to FASEA milestones.
125 After discussing "Risks and issues", the memorandum contained a section headed "Changes to Bolr terms". This stated in part:
AMPFP periodically reviews its Bolr terms to ensure they meet the needs of AMP, advisers and customers, and comply with the evolving regulatory landscape. Changes to Bolr terms can be made with 13 months notice to advisers, or with a shorter notice period by agreement with the AMPFPA (adviser representative association).
In 2013 and 2014, the Bolr terms were updated for compliance with FoFA, including the alignment of value for AMP and non-AMP products on the licensee APL. In 2016, AMP and the AMPFPA agreed to further revise Bolr terms to introduce standardised client service packages, deferred payment terms and more stringent audit requirements, and to remove "deemed" values for client policies not providing ongoing income to the adviser. To achieve agreement to these changes, AMP agreed to apply a flat 4x valuation multiple to fee-based revenue (some types of fee arrangements were previously valued at 1x) and also to attribute value to products not on the licensee APL. Changes to value were implemented over an extended valuation transition period ("glidepath") so as to minimise practice disruption.
126 The final section of the memorandum, headed "Bolr terms - future changes" included:
As AMPFP continues to evolve its adviser proposition and respond to industry change, it is likely that Bolr will need to be modified so as to value advice businesses as a "going concern" rather than on the basis of their held client registers. For mature businesses, this is likely to be … based on a profitability multiple rather than a revenue multiple. Future changes to Bolr will also need to reconsider the relevance and value of institutional ownership terms. To minimise disruption that might trigger an acceleration of exits, changes are likely to be introduced over an extended transition glidepath.