80_FR_81840 80 FR 81590 - Self-Regulatory Organizations; Financial Industry Regulatory Authority, Inc.; Notice of Filing of a Proposed Rule Change To Adopt FINRA Rule 2273 (Educational Communication Related to Recruitment Practices and Account Transfers)

80 FR 81590 - Self-Regulatory Organizations; Financial Industry Regulatory Authority, Inc.; Notice of Filing of a Proposed Rule Change To Adopt FINRA Rule 2273 (Educational Communication Related to Recruitment Practices and Account Transfers)

SECURITIES AND EXCHANGE COMMISSION

Federal Register Volume 80, Issue 250 (December 30, 2015)

Page Range81590-81601
FR Document2015-32816

Federal Register, Volume 80 Issue 250 (Wednesday, December 30, 2015)
[Federal Register Volume 80, Number 250 (Wednesday, December 30, 2015)]
[Notices]
[Pages 81590-81601]
From the Federal Register Online  [www.thefederalregister.org]
[FR Doc No: 2015-32816]


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SECURITIES AND EXCHANGE COMMISSION

[Release No. 34-76757; File No. SR-FINRA-2015-057]


Self-Regulatory Organizations; Financial Industry Regulatory 
Authority, Inc.; Notice of Filing of a Proposed Rule Change To Adopt 
FINRA Rule 2273 (Educational Communication Related to Recruitment 
Practices and Account Transfers)

December 23, 2015.
    Pursuant to Section 19(b)(1) of the Securities Exchange Act of 1934 
(``Act'') \1\ and Rule 19b-4 thereunder,\2\ notice is hereby given that 
on December 16, 2015, Financial Industry Regulatory Authority, Inc. 
(``FINRA'') filed with the Securities and Exchange Commission (``SEC'' 
or ``Commission'') the proposed rule change as described in Items I, 
II, and III below, which Items have been substantially prepared by 
FINRA. The Commission is publishing this notice to solicit comments on 
the proposed rule change from interested persons.
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    \1\ 15 U.S.C. 78s(b)(1).
    \2\ 17 CFR 240.19b-4.
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I. Self-Regulatory Organization's Statement of the Terms of Substance 
of the Proposed Rule Change

    FINRA is proposing to adopt FINRA Rule 2273, which would establish 
an obligation for a member to deliver an educational communication in 
connection with member recruitment practices and account transfers. The 
text of the proposed rule change is available on FINRA's Web site at 
http://

[[Page 81591]]

www.finra.org, at the principal office of FINRA, and at the 
Commission's Public Reference Room.

II. Self-Regulatory Organization's Statement of the Purpose of, and 
Statutory Basis for, the Proposed Rule Change

    In its filing with the Commission, FINRA included statements 
concerning the purpose of and basis for the proposed rule change and 
discussed any comments it received on the proposed rule change. The 
text of these statements may be examined at the places specified in 
Item IV below. FINRA has prepared summaries, set forth in sections A, 
B, and C below, of the most significant aspects of such statements.

A. Self-Regulatory Organization's Statement of the Purpose of, and 
Statutory Basis for, the Proposed Rule Change

1. Purpose
Background
    Representatives who leave their member firm often contact former 
customers and emphasize the benefits the former customers would 
experience by transferring their assets to the firm that recruited the 
registered representative (``recruiting firm'') and maintaining their 
relationship with the representative. In this situation, the former 
customer's confidence in and prior experience with the representative 
may be one of the customer's most important considerations in 
determining whether to transfer assets to the recruiting firm. However, 
FINRA is concerned that former customers may not be aware of other 
important factors to consider in making a decision whether to transfer 
assets to the recruiting firm, including directs costs that may be 
incurred. Therefore, to provide former customers with a more complete 
picture of the potential implications of a decision to transfer assets, 
the proposed rule change would require delivery of an educational 
communication by the recruiting firm that highlights key considerations 
in transferring assets to the recruiting firm, and the direct and 
indirect impacts of such a transfer on those assets.
    FINRA believes that former customers would benefit from receiving a 
concise, plain-English document that highlights the potential 
implications of transferring assets. The proposed educational 
communication is intended to encourage former customers to make further 
inquiries of the transferring representative (and, if necessary, the 
customer's current firm), to the extent that the customer considers the 
information important to his or her decision making.
    The details of proposed FINRA Rule 2273 (Educational Communication 
Related to Recruitment Practices and Account Transfers) are set forth 
below.
Educational Communication
    The proposed rule change would require a member that hires or 
associates with a registered representative to provide to a former 
customer of the representative, individually, in paper or electronic 
form, an educational communication prepared by FINRA. The proposed rule 
change would require delivery of the educational communication when: 
(1) The member, directly or through a representative, individually 
contacts a former customer of that representative to transfer assets; 
or (2) a former customer of the representative, absent individual 
contact, transfers assets to an account assigned, or to be assigned, to 
the representative at the member.\3\
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    \3\ See proposed FINRA Rule 2273(a).
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    The proposed rule change would define a ``former customer'' as any 
customer that had a securities account assigned to a registered person 
at the representative's previous firm. The term ``former customer'' 
would not include a customer account that meets the definition of an 
``institutional account'' pursuant to FINRA Rule 4512(c); provided, 
however, accounts held by a natural person would not qualify for the 
institutional account exception.\4\
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    \4\ See proposed FINRA Rule 2273.01 (Definition). FINRA Rule 
4512(c) defines the term institutional account to mean the account 
of: (1) A bank, savings and loan association, insurance company, or 
registered investment company; (2) an investment adviser registered 
either with the SEC under Section 203 of the Investment Advisers Act 
of 1940 or with a state securities commission (or any agency or 
office performing like functions); or (3) any other entity (whether 
a natural person, corporation, partnership, trust, or otherwise) 
with total assets of at least $50 million.
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    The proposed educational communication focuses on important 
considerations for a former customer who is contemplating transferring 
assets to an account assigned to his or her former representative at 
the recruiting firm. The educational communication would highlight the 
following potential implications of transferring assets to the 
recruiting firm: (1) Whether financial incentives received by the 
representative may create a conflict of interest; (2) that some assets 
may not be directly transferrable to the recruiting firm and as a 
result the customer may incur costs to liquidate and move those assets 
or account maintenance fees to leave them with his or her current firm; 
(3) potential costs related to transferring assets to the recruiting 
firm, including differences in the pricing structure and fees imposed 
by the customer's current firm and the recruiting firm; and (4) 
differences in products and services between the customer's current 
firm and the recruiting firm.
    The educational communication is intended to prompt a former 
customer to make further inquiries of the transferring representative 
(and, if necessary, the customer's current firm), to the extent that 
the customer considers the information important to his or her decision 
making.
Requirement To Deliver Educational Communication
    FINRA believes that a broad range of communications by a recruiting 
firm or its registered representative would constitute individualized 
contact that would trigger the delivery requirement under the proposal. 
These communications may include, but are not limited to, oral or 
written communications by the transferring representative: (1) 
Informing the former customer that he or she is now associated with the 
recruiting firm, which would include customer communications permitted 
under the Protocol for Broker Recruiting (``Protocol''); \5\ (2) 
suggesting that the former customer consider transferring his or her 
assets or account to the recruiting firm; (3) informing the former 
customer that the recruiting firm may offer better or different 
products or services; or (4) discussing with the former customer the 
fee or pricing structure of the recruiting firm.
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    \5\ The Protocol was created in 2004 and permits departing 
representatives to take certain limited customer information with 
them to a new firm, and solicit those customers at the new firm, 
without the fear of legal action by their former employer. The 
Protocol provides that representatives of firms that have signed the 
Protocol can take client names, addresses, phone numbers, email 
addresses, and account title information when they change firms, 
provided they leave a copy of this information, including account 
numbers, with their branch manager when they resign.
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    Furthermore, FINRA would consider oral or written communications to 
a group of former customers to similarly trigger the requirement to 
deliver the educational communication under the proposed rule change. 
These types of oral or written communications by a member, directly or 
through the representative, to a group of former customers may include, 
but are not limited to: (1) Mass mailing of information; (2) sending 
copies of information via email; or (3) automated phone calls or 
voicemails.

[[Page 81592]]

Timing and Means of Delivery of Educational Communication
    The proposed rule change would require a member to deliver the 
educational communication at the time of first individualized contact 
with a former customer by the member, directly or through the 
representative, regarding the former customer transferring assets to 
the member.\6\ If such contact is in writing, the proposed rule change 
would require the educational communication to accompany the written 
communication. If the contact is by electronic communication, the 
proposed rule change would permit the member to hyperlink directly to 
the educational communication.\7\
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    \6\ See proposed FINRA Rule 2273(b)(1).
    \7\ See proposed FINRA Rule 2273(b)(1)(A).
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    If the first individualized contact with the former customer is 
oral, the proposed rule change would require the member or 
representative to notify the former customer orally that an educational 
communication that includes important considerations in deciding 
whether to transfer assets to the member will be provided not later 
than three business days after the contact. The proposed rule change 
would require the educational communication be sent within three 
business days from such oral contact or with any other documentation 
sent to the former customer related to transferring assets to the 
member, whichever is earlier.\8\
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    \8\ See proposed FINRA Rule 2273(b)(1)(B).
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    If the former customer seeks to transfer assets to an account 
assigned, or to be assigned, to the representative at the member, but 
no individualized contact with the former customer by the 
representative or member occurs before the former customer seeks to 
transfer assets, the proposed rule change would mandate that the member 
deliver the educational communication to the former customer with the 
account transfer approval documentation.\9\ The educational 
communication requirement in the proposed rule change would apply for a 
period of three months following the date that the representative 
begins employment or associates with the member.\10\
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    \9\ See proposed FINRA Rule 2273(b)(2).
    \10\ See proposed FINRA Rule 2273(b)(3).
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    Pursuant to the proposed rule change, the educational communication 
requirement would not apply when the former customer expressly states 
that he or she is not interested in transferring assets to the member. 
If the former customer subsequently decides to transfer assets to the 
member without further individualized contact within the period of 
three months following the date that the representative begins 
employment or associates with the member, then the educational 
communication would be required to be provided with the account 
transfer approval documentation.\11\
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    \11\ See proposed FINRA Rule 2273.02 (Express Rejection by 
Former Customer).
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Format of Educational Communication
    To facilitate uniform communication under the proposed rule change 
and to assist members in providing the proposed communication to former 
customers of a representative, the proposed rule change would require a 
member to deliver the proposed educational communication prepared by 
FINRA to the former customer, individually, in paper or electronic 
form.\12\ The proposed rule change would require members to provide the 
FINRA-created communication and would not permit members to use an 
alternative format.\13\ FINRA believes that the FINRA-created uniform 
educational communication will allow members to provide the required 
communication at a relatively low cost and without significant 
administrative burdens.
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    \12\ See proposed FINRA Rule 2273(a) and Exhibit 3.
    \13\ See proposed FINRA Rule 2273(a).
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    If the Commission approves the proposed rule change, FINRA will 
announce the effective date of the proposed rule change in a Regulatory 
Notice to be published no later than 60 days following Commission 
approval. The effective date will be no later than 180 days following 
publication of the Regulatory Notice announcing Commission approval.
2. Statutory Basis
    FINRA believes that the proposed rule change is consistent with the 
provisions of Section 15A(b)(6) of the Act,\14\ which requires, among 
other things, that FINRA rules must be designed to prevent fraudulent 
and manipulative acts and practices, to promote just and equitable 
principles of trade, and, in general, to protect investors and the 
public interest. FINRA believes that the proposed rule change will 
promote investor protection by highlighting important conflict and cost 
considerations of transferring assets and encouraging customers to make 
further inquiries to reach an informed decision about whether to 
transfer assets to the recruiting firm. This belief is supported by 
FINRA's test of the educational communication with a diverse group of 
retail investors. The investors tested indicated that the educational 
communication effectively conveyed important and useful information. 
The investors also indicated that the communication identified issues 
to consider that they had previously been unaware of and that would be 
meaningful in making a decision whether to transfer assets to the 
representative's new firm.
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    \14\ 15 U.S.C. 78o-3(b)(6).
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B. Self-Regulatory Organization's Statement on Burden on Competition

    FINRA does not believe that the proposed rule change will result in 
any burden on competition that is not necessary or appropriate in 
furtherance of the purposes of the Act. All members would be subject to 
the proposed rule change, so they would be affected in the same manner, 
and FINRA has narrowly tailored the rule requirements to minimize the 
impacts on firms.
    FINRA believes that the proposed rule change would protect 
investors by highlighting the potential implications of transferring 
assets to the recruiting firm. The proposed educational communication 
is intended to prompt a former customer to make further inquiries of 
the transferring representative (and, if necessary, the customer's 
current firm), to the extent that the customer considers the 
information important to his or her decision making.
    FINRA recognizes that a member that hires or associates with a 
registered person would incur costs to comply with the proposed rule 
change on an initial and ongoing basis. Members would need to establish 
and maintain written policies and procedures reasonably designed to 
ensure compliance with the proposed rule change, including monitoring 
communications by the transferring representative and other associated 
persons of the recruiting firm with former retail customers of the 
representative. The compliance costs would likely vary across members 
based on a number of factors such as the size of a firm, the extent to 
which a member hires registered representatives from other firms, and 
the effectiveness and application of existing procedures to the types 
of communications that must be monitored under the proposed rule 
change.
    FINRA does not believe that the proposed rule change will impose 
undue operational costs on members to comply with the educational 
communication. While FINRA recognizes that there will be some small 
operational costs to members in complying with the proposed

[[Page 81593]]

educational communication requirement, FINRA has lessened the cost of 
compliance by developing a standardized educational communication for 
use by members that does not require members to make any threshold 
determinations or provide any additional or customized information to 
complete the communication. Furthermore, the proposed rule change would 
permit a member to deliver the educational communication in paper or 
electronic form thereby giving the member alternative methods of 
complying with the requirement.
    In developing the proposed rule change, FINRA considered several 
alternatives to the proposed rule change, to ensure that it is narrowly 
tailored to achieve its purposes described previously without imposing 
unnecessary costs and burdens on members or resulting in any burden on 
competition that is not necessary or appropriate in furtherance of the 
purposes of the Act.\15\ The proposed rule change addresses many of the 
concerns noted by commenters in response to the Notice 13-02 Proposal 
and Rule 2243 Proposal.
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    \15\ See Item II.C., which references Regulatory Notice 13-02 
(Jan. 2013) (``Notice 13-02 Proposal''), Exchange Act Release No. 
71786 (Mar. 24, 2014), 79 FR 17592 (Mar. 28, 2014) (Notice of Filing 
of File No. SR-FINRA-2014-010) (``Rule 2243 Proposal''), and 
Regulatory Notice 15-19 (May 2015) (``Notice 15-19 Proposal'').
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    First, the Notice 13-02 Proposal would have required a member that 
provides, or has agreed to provide, to a representative enhanced 
compensation in connection with the transfer of securities employment 
of the representative from another financial services firm to disclose 
the details, including specific amounts, of such enhanced compensation 
\16\ to any former customer of the representative at the previous firm 
that is contacted regarding the transfer of the securities employment 
(or association) of the representative to the recruiting firm, or who 
seeks to transfer assets, to a broker-dealer account assigned to the 
representative with the recruiting firm. The revised approach in the 
Rule 2243 Proposal would have required disclosure of ranges of 
compensation of $100,000 or more as applied separately to aggregate 
upfront payments and aggregate potential future payments and 
affirmative cost and portability statements. In the proposed rule 
change FINRA has removed the requirement to disclose to former 
customers the magnitude of recruitment compensation paid to a 
transferring representative due to the privacy and operational concerns 
expressed by commenters to the Rule 2243 Proposal. Furthermore, 
removing the requirement to disclose ranges of compensation also 
obviates members' need to calculate recruitment compensation to be paid 
to a transferring representative so as to determine whether the 
threshold of $100,000 or more in compensation has been reached.
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    \16\ In the Notice 13-02 Proposal, the term ``enhanced 
compensation'' was defined as compensation paid in connection with 
the transfer of securities employment (or association) to the 
recruiting firm other than the compensation normally paid by the 
recruiting firm to its established registered persons. Enhanced 
compensation included but was not limited to signing bonuses, 
upfront or back-end bonuses, loans, accelerated payouts, transition 
assistance, and similar arrangements, paid in connection with the 
transfer of securities employment (or association) to the recruiting 
firm.
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    Second, the Rule 2243 Proposal would have required members to 
report to FINRA information related to significant increases in total 
compensation over the representative's prior year compensation that 
would be paid to the representative during the first year at the 
recruiting firm so that FINRA could assess the impact of these 
arrangements on a member's and representative's obligations to 
customers and detect potential sales practices abuses. Consistent with 
the removal of the requirement to disclose ranges of recruitment 
compensation paid to a transferring representative, the proposed rule 
change does not include a reporting obligation. However, FINRA will 
include potential customer harm resulting from recruitment compensation 
as part of its broader conflicts management review.
    Third, the disclosure requirements in the Notice 13-02 Proposal and 
Rule 2243 Proposal would have applied for a period of one year 
following the date the representative began employment or associated 
with the member. The Notice 15-19 Proposal proposed that the delivery 
of the educational communication would apply for six months following 
the date the representative began employment or associated with the 
member. In recognition of the typical time frame for communicating with 
former customers and to lessen any associated operational and 
supervisory burdens, the proposed rule change provides that the 
delivery of the educational communication shall apply for three months 
following the date the representative begins employment or associates 
with the member.
    Fourth, in response to concerns from commenters to the Rule 2243 
Proposal about the proposal's competitive implications, operational 
aspects and the effectiveness of the proposed compensation disclosures, 
FINRA has instead proposed requiring delivery of an educational 
communication that highlights key considerations in transferring assets 
to the recruiting firm, and the direct and indirect impacts of such a 
transfer on those assets. Moreover, to ensure that former customers 
receive uniform information and to ease implementation of the proposed 
rule change, FINRA has created an educational communication for members 
to use in satisfying the proposed requirements. FINRA believes this 
approach is more effective than a general disclosure requirement of the 
fact of additional compensation paid to the representative because the 
educational communication allows for more context and explanation and 
is more likely to prompt a discussion with the transferring 
representative and the customer's current firm.
    For these reasons, FINRA believes that the proposed rule change 
would not burden competition, but, instead, would strengthen FINRA's 
regulatory structure and provide additional protection to investors.

C. Self-Regulatory Organization's Statement on Comments on the Proposed 
Rule Change Received From Members, Participants, or Others

Rule 2243 Proposal
    In March 2014, FINRA filed a proposal to adopt Rule 2243 to 
establish disclosure and reporting obligations related to member 
recruitment practices.\17\ The Rule 2243 Proposal imposed two 
obligations on members: (1) A disclosure obligation to former customers 
who the recruiting firm attempts to induce to follow a transferring 
representative; and (2) a reporting obligation to FINRA where a 
transferring representative receives a significant increase in 
compensation from the recruiting firm. Under the Rule 2243 Proposal, 
the disclosure obligation would have required a recruiting firm to 
disclose to a former customer ranges of recruitment compensation that 
the representative had received or would receive in connection with 
transferring to the recruiting firm and the basis for that compensation 
(e.g., asset-based or production-based). The requirement would have 
applied separately to $100,000 or more of aggregated ``upfront 
payments'' or aggregated ``potential future payments.'' In addition, 
the Rule 2243 Proposal would have required disclosure if a former 
customer would

[[Page 81594]]

incur costs to transfer assets to the recruiting firm (e.g., account 
termination, transfer or account opening fees) that would not be 
reimbursed by the recruiting firm and if any of the former customer's 
assets were not transferrable to the recruiting firm (and associated 
costs, including taxes, to liquidate and transfer those assets or leave 
them at the customer's current firm).
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    \17\ See Rule 2243 Proposal. FINRA considered and responded to 
the comments to the Notice 13-02 Proposal in the proposed rule 
change for the Rule 2243 Proposal.
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    FINRA developed a one-page disclosure template for the Rule 2243 
Proposal, but allowed members to use an alternative form if it 
contained substantially similar content. The Rule 2243 Proposal would 
have required delivery of the disclosures at the time of first 
individualized contact with a former customer by the transferring 
representative or recruiting firm. The Rule 2243 Proposal would have 
required disclosure for one year following the date the representative 
began employment or associated with the recruiting firm.
    With respect to the reporting obligation, the Rule 2243 Proposal 
would have required a member to report to FINRA if the member 
reasonably expected the total compensation paid to the transferring 
representative during the representative's first year of association 
with the member to result in an increase over the representative's 
prior year compensation by the greater of 25% or $100,000. FINRA 
intended to use the information received as a data point in its risk-
based examination program.
    The SEC received 184 comments on the Rule 2243 Proposal, including 
33 unique comments. Commenters to the Rule 2243 Proposal conveyed 
concerns about the proposal's competitive implications and operational 
aspects, as well as the effectiveness of the proposed compensation 
disclosures. On June 20, 2014, FINRA withdrew SR-FINRA-2014-010 to 
further consider the comments to the Rule 2243 Proposal.\18\
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    \18\ See Exchange Act Rel. No. 72459 (June 20, 2014), 79 FR 
36855 (June 30, 2014) (Notice of Withdrawal of File No. SR-FINRA-
2014-010).
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Notice 15-19 Proposal
    A revised proposal was published for public comment in Regulatory 
Notice 15-19. FINRA received 27 comment letters in response to the 
Notice 15-19 Proposal. A copy of Regulatory Notice 15-19 is attached as 
Exhibit 2a. Copies of the comment letters received in response to the 
Notice 15-19 Proposal are attached as Exhibit 2c.\19\ The comments and 
FINRA's responses are set forth in detail below.
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    \19\ See Exhibit 2b for a list of abbreviations assigned to 
commenters.
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General Support and Opposition to the Proposal
    Eight commenters stated that the Notice 15-19 Proposal is an 
improvement from the Rule 2243 Proposal.\20\ Five additional commenters 
expressed support for a regulatory effort to provide investors with 
meaningful information upon which to base a decision but did not 
support all aspects of the Notice 15-19 Proposal.\21\ Three commenters 
opposed the Notice 15-19 Proposal and instead supported a return to the 
Rule 2243 Proposal's requirement to provide specific information about 
any financial incentives received by the representative and costs 
associated with the former customer transferring assets.\22\ One 
commenter supported requiring disclosure to former customers of 
enhanced compensation if the representative has been or will be paid 
for bringing client assets to the recruiting firm or generating new 
commissions or fee income.\23\
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    \20\ See FSR, FSI, CAI, Lincoln, Ameriprise, NAIFA, Janney, and 
Burns.
    \21\ See SIFMA, Cambridge, RJA, RJFS, and Edward Jones.
    \22\ See Schwab, NASAA, and Hanson McClain.
    \23\ See PIABA.
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    FINRA believes that the proposed rule change (reflected, in part, 
in the Notice 15-19 Proposal) is an effective and efficient alternative 
to the previous proposal. The proposed rule change eliminates or 
reduces the privacy and operational concerns raised to the previous 
proposal, while educating former customers about important 
considerations to make an informed decision whether to transfer assets 
to the recruiting firm. Included among those considerations is that the 
recruiting firm may pay financial incentives to the representative, 
such as bonuses based on customer assets the representative brings in, 
incentives for selling proprietary products, and higher commission 
payouts.
Triggers To Provide the Educational Communication
    As proposed in the Notice 15-19 Proposal, the requirement to 
provide the educational communication would have been triggered when: 
(1) The member, directly or through the recruited registered person, 
attempted to induce the former customer of that registered person to 
transfer assets; or (2) the former customer of that registered person, 
absent inducement, transferred assets to an account assigned, or to be 
assigned, to the registered person at the member. Commenters opposed 
basing the requirement to provide the educational communication on any 
attempt to ``induce'' a former customer to transfer assets to the 
recruiting firm because they viewed the term as undefined and 
imprecise, resulting in operational and supervisory challenges for 
members.\24\
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    \24\ See SIFMA, FSR, LPL, Ameriprise, Wells Fargo, Janney, and 
HD Vest.
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    As discussed in greater detail in Item II.A., FINRA believes that a 
broad range of communications by a recruiting firm, directly or through 
a representative, with former customers may reasonably be seen as 
individually contacting the former customer to transfer assets to the 
recruiting firm and, as such, would trigger the delivery of the 
educational communication under the proposed rule change. To lessen any 
potential confusion regarding whether a communication by a member, 
directly or through the representative, with a former customer was an 
inducement to transfer assets, FINRA has revised the proposal to remove 
the reference to ``inducement'' of former customers. FINRA instead 
proposes to trigger delivery of the educational communication when: (1) 
The member, directly or through a representative, individually contacts 
a former customer of that representative to transfer assets; or (2) a 
former customer of the representative, absent individual contact, 
transfers assets to an account assigned, or to be assigned, to the 
representative at the member.
    Some commenters stated that the requirement to provide the 
communication following the first individualized contact with a former 
customer would be unworkable as members would need to rely on 
representatives to report the contacts with former customers.\25\ One 
commenter also stated that the different delivery requirements based on 
whether there was individualized contact would be unworkable as members 
would have difficulty delineating between transfers of assets following 
individualized contact and those occurring absent individualized 
contact.\26\
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    \25\ See Commonwealth and HD Vest.
    \26\ See Commonwealth.
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    The proposed rule change retains the delivery triggers in the 
Notice 15-19 Proposal. FINRA believes that a representative reasonably 
should know whether an individual had an account assigned to him or her 
at the representative's prior firm and whether the representative has 
individually contacted the former customer regarding transferring 
assets to the recruiting firm. As such, FINRA does not believe the

[[Page 81595]]

burdens associated with tracking whether there has been individualized 
contact with a former customer are unreasonable relative to the value 
in providing the educational communication to such customers.
    Furthermore, FINRA does not believe that setting up policies and 
procedures to supervise a registered person's communications with 
former customers presents an unreasonable burden to members. Members 
already are obligated to supervise representatives' communications with 
customers and have flexibility to design their supervisory systems. 
FINRA notes that the commenters did not provide specific data or other 
support for their contention that the delivery requirements would be 
unworkable for recruiting firms.
    One commenter suggested that FINRA include additional language in 
the proposed rule that a former customer may transfer absent 
individualized contact and provided examples of transfers absent 
individualized contact.\27\ FINRA notes that proposed Rule 2273(a) and 
(b)(2) address the application of the proposed rule to transfers 
occurring absent individualized contact. Among other things, FINRA 
would consider a former customer's decision to transfer assets to the 
recruiting firm in response to a general advertisement or after 
learning of the representative's transfer from another former customer 
as examples of transfers to the recruiting firm absent individualized 
contact.
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    \27\ See CAI.
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Timing of Delivery of the Educational Communication
    FINRA also received comments regarding the timing of delivery of 
the educational communication. Some commenters supported requiring the 
delivery of the educational communication prior to the time that a 
former customer decides to transfer assets to the recruiting firm to 
ensure that the former customer has sufficient time to consider and 
respond to the information in the communication.\28\
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    \28\ See Schwab and PIABA.
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    However, several commenters suggested that the requirement to 
deliver the educational communication should be integrated into an 
existing process, such as including the communication with the account 
transfer approval documentation, so as to make implementation of the 
requirement more cost effective and efficient for members.\29\ One 
commenter suggested that the requirement to deliver the educational 
communication should be integrated into verification letters to 
customers sent in compliance with Rule 17a-3 under the Exchange 
Act,\30\ while another commenter recommended disclosing any 
recruitment-related compensation received by the representative in 
writing to the former customer at the time of the first individualized 
contact with the former customer.\31\
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    \29\ See SIFMA, FSR, FSI, CAI, Commonwealth, Lincoln, LPL, 
Ameriprise, Wells Fargo, Janney, and HD Vest.
    \30\ See Leaders Group.
    \31\ See Edward Jones.
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    The proposed rule change retains the requirement that a member 
deliver the educational communication at the time of first 
individualized contact with a former customer by the member, directly 
or through the representative, regarding the former customer 
transferring assets to the member. FINRA believes requiring delivery of 
the communication at the time of first individualized contact is more 
effective than requiring delivery of the communication at or prior to 
account opening because customers typically have already made the 
decision to transfer assets by that point in the process. FINRA 
believes the same problem exists with respect to a verification letter 
sent in compliance with Rule 17a-3 under the Exchange Act. FINRA does 
not believe that it is particularly burdensome to require members to 
include as part of a written communication to former customers a non-
customized, FINRA-created educational communication that includes key 
information for the customer to consider in making a decision to 
transfer assets to a new firm. In addition, FINRA believes that to be 
effective, the proposed educational communication should be accessible 
to the former customer at or shortly after the time the first 
individualized contact is made by the recruiting firm or the 
representative.
    Finally, for the reasons discussed in more detail above, the 
proposed rule change no longer mandates specific disclosure of 
financial incentives received by the representative. As such, the 
suggestion to require that representatives disclose any recruitment-
related compensation received by the representative in writing at the 
time of the first individualized contact with the former customer is 
inconsistent with the approach in the proposed rule change to identify 
important considerations for former customers and prompt further 
inquiry to the extent any of those considerations are of concern or 
interest to the customer. Moreover, the suggestion would reintroduce 
the privacy and operational challenges raised by many commenters to the 
Rule 2243 Proposal. Accordingly, FINRA declines to include the 
suggested requirement.
Requirement To Provide Educational Communication Following Oral Contact
    Under the proposed rule change (as reflected in the Notice 15-19 
Proposal), if the first individualized contact with the former customer 
is oral, the member or representative would have to notify the former 
customer orally that an educational communication that includes 
important considerations in deciding whether to transfer assets to the 
member will be provided not later than three business days after the 
contact.
    Some commenters to the Notice 15-19 Proposal proposed changing the 
delivery requirement to provide the communication not later than three 
business days after such oral contact to a longer time period (e.g., 
delivering the communication not later than 3, 7, or 10 business days 
after such contact).\32\ The commenters stated that a three business 
day period for providing the educational communication would be 
insufficient and would lead to operational and supervisory challenges 
for members in complying with the requirement. On the other hand, one 
commenter stated that providing the educational communication within 
three business days was too late as many customers will make a 
determination to transfer assets prior to receiving the 
communication.\33\
---------------------------------------------------------------------------

    \32\ See SIFMA, FSR, CAI, Cambridge, Leaders Group, Lincoln, 
LPL, RJA, RJFS, Ameriprise, and HD Vest.
    \33\ See Edward Jones.
---------------------------------------------------------------------------

    The proposed rule change retains the three business day period 
proposed in the Notice 15-19 Proposal. The commenters who objected to 
the requirement to provide the communication not later than three 
business days after individualized contact generally supported instead 
integrating the delivery of the educational communication with an 
existing process (e.g., the account transfer approval documentation). 
As discussed above, FINRA believes requiring delivery of the 
communication at first individualized contact is more effective than 
delivering the communication at or prior to account opening because 
customers typically have already made the decision to transfer assets 
by that point in the process. FINRA believes that the three business 
day period gives a representative sufficient time to inform

[[Page 81596]]

the recruiting firm of the former customers who have been contacted 
and, in turn, for the recruiting firm to send the educational 
communication to those former customers. FINRA understands that firms 
frequently send account opening documentation within that time frame to 
customers that have indicated an interest in opening an account.
    One commenter stated that FINRA should clarify that the three 
business day period is for transmission of the educational 
communication by the member and not for receipt of the communication by 
the customer.\34\ Proposed Rule 2273(b)(1)(B) expressly provides that 
the educational communication must be ``sent'' within three business 
days from oral contact or with any other documentation sent to the 
former customer related to transferring assets to the member, whichever 
is earlier.
---------------------------------------------------------------------------

    \34\ See CAI.
---------------------------------------------------------------------------

Duration of Delivery Requirement
    The Notice 15-19 Proposal would have required the recruiting firm 
to provide the educational communication to former customers for a 
period of six months following the date the representative begins 
employment or associates with the member. The proposal requested 
comment on whether a different time period should apply.
    Some commenters supported shortening the length of the applicable 
period as communications between a representative and former customers 
typically occur quickly following the representative's transfer to the 
recruiting firm. For example, one commenter indicated that six months 
was too long of a period but did not offer an alternative period.\35\ 
Another commenter proposed shortening the period to 60 days.\36\ 
Another group of commenters proposed shortening the period to 90 
days.\37\ Other commenters supported extending the time period beyond 
six months. Two commenters supported extending the period to one 
year.\38\ One commenter supported extending the period beyond six 
months but did not propose an end date.\39\
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    \35\ See Cambridge.
    \36\ See HD Vest.
    \37\ See SIFMA, Commonwealth, RJA, RJFS, Wells Fargo, and 
Janney.
    \38\ See Schwab and PIABA.
    \39\ See Burns.
---------------------------------------------------------------------------

    Based on feedback from the industry, FINRA believes that the 
representatives who individually contact former customers to transfer 
assets typically do so soon after being hired or associating with the 
recruiting firm. In addition, FINRA recognizes that tracking contacts 
with former customers may be more difficult as time passes from the 
date of the representative's hire or association. In recognition of 
these factors, the proposed rule change provides that the delivery of 
the educational communication shall apply for three months following 
the date the representative begins employment or associates with the 
member. FINRA believes a three-month period will effectively achieve 
the regulatory objective while lessening the operational and 
supervisory burdens on firms.
Requirement To Deliver Educational Communication in Certain Contexts
    Commenters requested that FINRA clarify the application of the 
Notice 15-19 Proposal to or provide an exemption for circumstances in 
which the representative is not individually recruited to transfer to a 
new firm (e.g., when the representative transfers firms as a result of 
a merger or acquisition).\40\ For example, one commenter suggested that 
members should not be required to deliver the educational communication 
to former customers with application-way accounts held directly with a 
product sponsor where the only change is a substitution of the member 
associated with the account.\41\ Similarly, one commenter suggested 
that the requirement to deliver the communication when there is only a 
change of broker-dealer of record and no costs to the former customer 
may cause customer confusion.\42\ One commenter supported the inclusion 
of a statement in the text of the proposed educational communication 
that in certain instances the decision to transfer firms was made by 
the representative's employer and not by the representative.\43\
---------------------------------------------------------------------------

    \40\ See SIFMA and FSI.
    \41\ See HD Vest.
    \42\ See Leaders Group.
    \43\ See LPL.
---------------------------------------------------------------------------

    FINRA recognizes that a representative may transfer to a new firm 
in circumstances where the decision may not be completely volitional 
(e.g., as a result of a merger or acquisition or due to a firm going 
out of business). In such cases, depending on the facts and 
circumstances, the accounts of the representative's customers may be 
transferred to the new firm via bulk transfer, and, in some cases, 
customers may receive only a negative response letter regarding the 
transfer of their accounts to a new firm.\44\ While a customer may 
object to the transfer of his or her account to a new firm via bulk 
transfer, the customer may be unable to maintain the assets in the 
account at his or her current firm in their current form or the current 
firm may not be willing to service the account as it has done so in the 
past. As such, the considerations set forth in the educational 
communication do not have the same application in the context of a bulk 
transfer as they do when a customer has a viable choice between staying 
at his or her current firm with the same level of products and services 
or transferring assets to the recruiting firm, with the attendant 
impacts.
---------------------------------------------------------------------------

    \44\ See, e.g., Regulatory Notice 02-57 (Sept. 2002) and 
Regulatory Notice 15-22 (June 2015).
---------------------------------------------------------------------------

    Similarly, a change of broker-dealer of record for a customer's 
account in the application-way business context typically does not 
present the same considerations for customers related to costs, 
portability, and differences in products, services and fees between the 
firms as in circumstances where a representative individually contacts 
a former customer to transfer assets to a new firm.
    In short, these circumstances do not present the investor 
protection dimensions that the Notice 15-19 Proposal was intended to 
address. In recognition of the different considerations faced by 
customers whose accounts may be transferred via bulk transfer or as a 
result of a change of broker-dealer of record, FINRA proposes to 
interpret the proposed rule change as not applying to circumstances 
where a customer's account is proposed to be transferred to a new firm 
via bulk transfer or due to a change of broker-dealer of record. FINRA 
will read with interest comments regarding whether the educational 
communication should apply in such circumstances and the impact of any 
exclusion from the rule for these circumstances.
Supervisory and Operational Issues
    One commenter suggested that FINRA state in the proposed rule or 
supplementary material to the proposed rule that appropriate 
supervisory procedures to implement the educational delivery 
requirement would be deemed to exist if a member were to mandate 
training, spot checks, and certifications.\45\ This suggestion is 
apparently based on a statement in the Notice 15-19 Proposal that, in 
supervising the educational communication requirement, FINRA believes 
that firms can implement a system reasonably designed to achieve 
compliance with the Notice 15-19 Proposal by using training, spot 
checks, certifications, or other measures.

[[Page 81597]]

Training, spot checks, and certifications were used as examples of 
approaches that might be included in a supervisory system reasonably 
designed to achieve compliance with the proposed rule. However, because 
firms vary in size, scope of business and client base, FINRA declines 
to suggest a one-size-fits-all supervisory system to achieve compliance 
with the educational communication requirement.
---------------------------------------------------------------------------

    \45\ See CAI.
---------------------------------------------------------------------------

    One commenter supported revising the Notice 15-19 Proposal to 
expressly include supervisory procedures for members to adopt to 
implement the requirement.\46\ FINRA notes that FINRA Rule 3110 already 
requires that members have in place supervisory procedures reasonably 
designed to achieve compliance with FINRA rules. As such, FINRA is not 
including a specific requirement within the proposed rule change 
requiring members to adopt specific supervisory procedures.
---------------------------------------------------------------------------

    \46\ See PIABA.
---------------------------------------------------------------------------

    Some commenters stated that, even if effective supervisory 
procedures existed for the educational communication requirement, the 
training, implementation, and maintenance of supervisory controls 
related to the Notice 15-19 Proposal would present considerable costs 
to firms.\47\ Commenters also stated that, in order to demonstrate 
compliance with the Notice 15-19 Proposal, members would need to keep 
records related to former customers who have been contacted by the 
member or representative but who have not yet opened an account with 
the recruiting firm and that such a recordkeeping system would result 
in costs to the recruiting firm.\48\
---------------------------------------------------------------------------

    \47\ See RJA, RJFS, and HD Vest.
    \48\ See Cambridge and HD Vest.
---------------------------------------------------------------------------

    FINRA does not believe that the training, implementation, and 
maintenance of supervisory controls related to the proposed rule change 
(as reflected in the Notice 15-19 Proposal) impose an unreasonable 
burden on members. Members already are obligated to supervise 
representatives' communications with customers and have flexibility to 
design their supervisory systems. FINRA does not believe that requiring 
a member to maintain a record of former customers contacted by the 
member, directly or through the representative, and to deliver the 
required educational communication would appreciably increase the 
existing burden on firms. As noted above, commenters did not provide 
specific data or other support for their contention that establishing 
supervisory controls related to the Notice 15-19 Proposal would present 
considerable costs to firms.
    FINRA believes that the investor protection benefits of providing 
the important information contained in the educational communication to 
former customers to inform their decision whether to transfer assets to 
their representative's new firm are reasonably aligned with any costs 
that may arise under the proposed rule change.
Customer Affirmation
    The Notice 15-19 Proposal requested comment on whether the proposed 
rule should include a requirement that a customer affirm receipt of the 
educational communication at or before account opening at the 
recruiting firm. Some commenters did not support requiring customer 
affirmation of the receipt of the educational communication.\49\ Other 
commenters supported requiring customer affirmation of the receipt of 
the educational communication.\50\
---------------------------------------------------------------------------

    \49\ Id.
    \50\ See PIABA, NAIFA, and Burns.
---------------------------------------------------------------------------

    While some firms may elect to include a customer affirmation 
requirement as part of their supervisory controls in implementing the 
proposed rule change, the proposed rule change does not incorporate a 
customer affirmation requirement. FINRA believes that the requirements 
to provide the educational communication at the time of first 
individualized contact with a former customer, to follow up in writing 
if such contact is oral, and to deliver the disclosures with the 
account transfer approval documentation when no individual contact is 
made, will ensure that former customers receive and have an opportunity 
to review the information in the proposed educational communication 
before they decide to transfer assets to a recruiting firm. 
Furthermore, FINRA wishes to avoid adding an additional requirement to 
the proposed rule that may impede the timely transfer of customer 
assets between members.
    At this time, FINRA does not believe that a customer affirmation is 
necessary to accomplish the goals of the proposed rule change. FINRA 
will assess the effectiveness of the educational communication 
requirement without a customer affirmation requirement following 
implementation of the proposed rule. If FINRA finds that the proposed 
educational communication alone is not attracting the attention of 
customers to influence their decision-making process, then it will 
reconsider a customer affirmation requirement.
Focus of the Educational Communication
    Some commenters indicated that the proposed educational 
communication is too focused on conflicts of interest that may be 
created by the financial incentives received by a representative for 
transferring firms.\51\ Some commenters stated that the proposed 
educational communication puts transferring representatives at a 
disadvantage and may interject a false sense of distrust between former 
customers and transferring representatives.\52\ One commenter stated 
that the educational communication runs the risk of creating 
unnecessary customer confusion or alarm, as former customers may 
believe that it is their responsibility to police costs and 
suitability.\53\
---------------------------------------------------------------------------

    \51\ See RJA, RJFS and NAIFA.
    \52\ See Cambridge, Steiner & Libo, CLM Ventura, Lax & Neville 
and Janney.
    \53\ See Cambridge.
---------------------------------------------------------------------------

    FINRA recognizes the business rationales for offering financial 
incentives and transition assistance to recruit experienced 
representatives and seeks neither to encourage nor discourage the 
practice with the proposed rule change. The proposed rule change is 
intended to highlight a broad range of potential implications of 
transferring assets to the recruiting firm, and customers can engage in 
further conversations with the recruiting firm or their representative 
in areas of personal concern or interest. While the proposed 
educational communication notes that a former customer may wish to 
consider whether financial incentives received by the representative 
may create a conflict of interest, it is not particularly focused on 
that consideration. The educational communication also notes that the 
former customer may wish to consider whether: (1) Assets may not be 
directly transferrable to the recruiting firm and as a result the 
customer may incur costs to liquidate and move those assets or account 
maintenance fees to leave them with his or her current firm; (2) 
potential costs related to transferring assets to the recruiting firm, 
including differences in the pricing structure and fees imposed between 
the customer's current firm and the recruiting firm; and (3) 
differences in products and services between the customer's current 
firm and the recruiting firm. The educational communication is intended 
to prompt a former customer to make further inquiries of the 
transferring representative (and, if necessary, the customer's current 
firm). Furthermore, to the extent that the former customer is unsure 
about whether the information

[[Page 81598]]

in the educational communication is applicable to his or her account, 
FINRA believes that it is reasonable to expect the representative and 
the customer's current firm to discuss the information and the 
customer's assets and account with the customer.
    One commenter stated that before imposing the educational 
communication requirement, FINRA should establish that a real or 
potential conflict of interest exists in every transaction and that 
there is evidence of systemic problems with the account transfer 
process or the current disclosure regime to justify the costs 
associated with the proposed rule change.\54\ FINRA disagrees with the 
commenter's premise. FINRA has identified an important investor 
protection objective (i.e., that former customers should be made aware 
of material information to make an informed decision about transferring 
assets where there may be conflict, cost, and product and service 
implications). Furthermore, as discussed above, FINRA tested the 
educational communication with a diverse group of retail investors, who 
indicated that the educational communication effectively conveyed 
important and useful information. There is no basis to require that 
FINRA establish that a real or potential conflict of interest exists in 
``every'' transaction or that there are systemic problems with the 
account transfer process or the current disclosure regime in order to 
promulgate an informed decision rule or any other type of rule.
---------------------------------------------------------------------------

    \54\ See Lax & Neville.
---------------------------------------------------------------------------

    This commenter also stated that the discussions of investor testing 
of, and the economic impact assessment for, the proposed educational 
communication in the Notice 15-19 Proposal were insufficient as they 
failed to address: (1) Whether any of the information in the 
communication is material to a former customer's decision to transfer 
assets to the recruiting firm; (2) how the Protocol \55\ may or may not 
address the issues that the Notice 15-19 Proposal is trying to address; 
and (3) how existing FINRA rules protect former customers from 
harm.\56\
---------------------------------------------------------------------------

    \55\ See supra note 5.
    \56\ Id.
---------------------------------------------------------------------------

    As discussed above, FINRA tested the educational communication with 
a diverse group of retail investors, who indicated that the educational 
communication effectively conveyed important and useful information. 
Investors also indicated that the communication identified issues to 
consider that they had previously been unaware of and that would be 
meaningful in making a decision whether to transfer assets to the 
representative's new firm. FINRA believes that potential conflicts of 
interest, portability, costs, including differences in the pricing 
structure and fees and tax implications due to liquidation of assets, 
and differences in products and services are material to many former 
customers' decision whether to transfer assets.\57\ FINRA also believes 
that the educational communication may encourage customers to explore 
the potential cost of transferring assets, including the fees charged 
by the prior firm. However, if these considerations are not material to 
a customer's decision whether to transfer assets to the recruiting 
firm, the customer may disregard them.
---------------------------------------------------------------------------

    \57\ FINRA notes that the New York Stock Exchange has published 
a similar educational communication entitled ``If Your Broker 
Changes Firms, What Do You Do?'' (``NYSE Communication'') that also 
highlights these considerations for investors who are considering 
transferring assets to a representative's new firm.
---------------------------------------------------------------------------

    FINRA also notes that the Protocol governs the employment 
transitions of representatives of signatory firms--such as what 
information is categorized as confidential and is restricted from being 
moved from one firm to the other--and does not address the issues that 
are highlighted in the proposed communication (e.g., the Protocol would 
not require a representative to discuss differences in products and 
services between firms with a customer who is considering transferring 
firms). As such, FINRA believes that the Protocol's focus on employment 
transitions is easily distinguishable from the intention of the 
proposed educational communication in educating former customers.
    With respect to how existing FINRA rules protect former customers 
from harm, there is no current rule that requires representatives to 
inform former customers in a timely manner of the potential 
implications of transferring assets, so as to allow them to make an 
informed decision that may have cost and service implications, among 
others. FINRA believes that the proposed rule change is easily 
distinguishable from and serves a different purpose than other 
currently existing FINRA rules.
Length of and Terms in the Educational Communication
    Some commenters suggested that the proposed educational 
communication should be streamlined to reduce its length.\58\ FINRA 
believes that the proposed educational communication strikes an 
appropriate balance between brevity and providing clear and useful 
information to former customers.
---------------------------------------------------------------------------

    \58\ See Leaders Group and NAIFA.
---------------------------------------------------------------------------

    Some commenters supported replacing the term ``broker'' in the 
educational communication with a different, more ``modern'' term (e.g., 
registered representative, registered person, financial advisor, or 
advisor).\59\ FINRA believes ``broker'' is a commonly understood 
generic term for a registered representative. It is used in the 
proposed educational communication for readability and brevity 
purposes, which FINRA believes is important to encourage customers to 
read the document. FINRA notes that the NYSE Communication also uses 
the term ``broker.''
---------------------------------------------------------------------------

    \59\ See SIFMA, Ameriprise, and Janney.
---------------------------------------------------------------------------

Application to the Former Customer's Current Firm
    The proposed rule change (as reflected in the Notice 15-19 
Proposal) would impose the requirement to deliver the educational 
communication on the recruiting firm only. One commenter to the Notice 
15-19 Proposal supported requiring a former customer's current firm to 
deliver the communication, if the current firm attempts to induce the 
former customer to stay at his or her current firm.\60\ This commenter 
also supported revising the substance of the proposed educational 
communication to include questions that a former customer might 
consider if the current firm is soliciting the former customer to stay 
at the current firm.\61\ Similarly, some commenters suggested revising 
the substance of the proposed educational communication to address 
incentives that the current firm may offer the customer to stay with 
the current firm \62\ or incentives that employees of the current firm 
may receive to retain the customer.\63\
---------------------------------------------------------------------------

    \60\ See Lincoln.
    \61\ Id.
    \62\ See CLM Ventura, Lax & Neville and Janney.
    \63\ See PIABA.
---------------------------------------------------------------------------

    With the proposed rule change, FINRA is focused on providing 
customers impactful information to consider when deciding whether to 
transfer assets to a representative's new firm, where cost and 
portability issues are most likely to arise and where certain potential 
conflicts (e.g., financial incentives to attract new assets) are more 
pronounced. The proposed educational communication is intended to 
prompt the customer to ask questions of his or her representative and, 
if necessary, current firm. While the proposed rule change would not 
require the current firm to provide the

[[Page 81599]]

educational communication to a customer, the proposed educational 
communication does note that ``some firms pay financial incentives to 
retain brokers or customers.'' Furthermore, FINRA notes that requiring 
the current firm to also provide the educational communication to a 
customer whose representative has transferred to a new firm would 
result in the customer receiving multiple copies of the same 
communication.
Contractual and Legal Considerations
    One commenter suggested adding supplementary material to the Notice 
15-19 Proposal clarifying that the proposed rule would not excuse 
compliance with applicable privacy, trade secret, or contractual 
obligations. Some commenters indicated that delivery of the proposed 
educational communication could be seen as evidence that a 
representative solicited former customers in violation of contractual 
restrictions and, as a result, be used as evidence in litigation.\64\ 
Other commenters recommended that FINRA clarify that the proposed rule 
would govern only the educational communication requirement and should 
not be used as evidence for any other purpose, including that a former 
customer was improperly solicited.\65\ One commenter suggested that 
FINRA state that the proposed rule would not affect the ability of 
firms to use employment agreements to prevent representatives from 
taking customer information.\66\
---------------------------------------------------------------------------

    \64\ See Cambridge and LPL.
    \65\ See SIFMA and HD Vest.
    \66\ See Schwab.
---------------------------------------------------------------------------

    One commenter suggested that FINRA confirm that the proposed rule 
does not require or create a presumption in favor of a member sharing a 
former customer's information with a transferring representative or the 
recruiting firm.\67\ One commenter stated that FINRA should clarify: 
(1) How members are supposed to comply with Regulation S-P; and (2) 
that the proposed rule change would supersede any private contractual 
restriction on representatives taking customer information.\68\ Another 
commenter supported a code of conduct requirement for member responses 
to customer inquiries prompted by the educational communication to 
avoid confusion or litigation.\69\
---------------------------------------------------------------------------

    \67\ See Edward Jones.
    \68\ See HD Vest.
    \69\ See Lax & Neville.
---------------------------------------------------------------------------

    FINRA does not agree that the proposed rule change would encourage 
violations of federal or state privacy regulations because it does not 
require the disclosure of any information related to non-public 
customer personal information. With respect to commenters' concerns 
regarding non-compete agreements and the prohibitions in Regulation S-
P, FINRA notes that the proposed rule change is not intended to impact 
any contractual agreement between a representative and his or her 
former firm or new firm and does not require members to disclose 
information in a manner inconsistent with Regulation S-P.\70\ The 
proposed rule change assumes that recruiting firms and representatives 
will act in accordance with the contractual obligations established in 
employment contracts, state law, and, if applicable, the Protocol.\71\ 
For example, FINRA does not intend for the provision of the educational 
communication to have any relevance to a determination of whether a 
representative impermissibly solicited a former customer in breach of a 
contractual obligation.
---------------------------------------------------------------------------

    \70\ See 17 CFR 248.15(a)(7)(i).
    \71\ As noted above, the Protocol permits representatives of 
firms that have signed the Protocol to take client names, addresses, 
phone numbers, email addresses, and account title information when 
they change firms, provided they leave a copy of this information, 
including account numbers, with their branch manager when they 
resign. See supra note 5.
---------------------------------------------------------------------------

    Some commenters indicated that, due to privacy agreements or 
Regulation S-P, representatives may not have information available to 
answer customer inquiries prompted by the educational 
communication.\72\ One commenter indicated that FINRA should provide 
guidance that it is permissible for a representative to inform a former 
customer that specific information may not be available to answer the 
former customer's question unless the former customer provides his or 
her account information to the representative.\73\ To the extent that a 
representative or member does not have access to information so as to 
be able to answer a customer's inquiry, FINRA believes that it is 
reasonable to expect the representative or member to explain the 
situation to the customer and detail any information that is needed in 
order to answer the inquiry. FINRA believes that such a conversation 
may occur in different contexts outside the scope of the proposed rule 
change (e.g., when a customer asks his or her representative a question 
regarding a retirement account or college savings account held outside 
the representative's firm) and that representatives and members have 
experience in dealing with these types of conversations.
---------------------------------------------------------------------------

    \72\ See RJA, RJFS, and HD Vest.
    \73\ See Burns.
---------------------------------------------------------------------------

    One commenter stated that the discussions of investor testing of, 
and the economic impact assessment for, the proposed educational 
communication in the Notice 15-19 Proposal were insufficient as they 
failed to address costs that may be associated with potential increased 
litigation related to delivery of the educational communication being 
seen as impermissible solicitation of former customers or some other 
contractual or legal violation.\74\ As noted above, FINRA does not 
believe the proposed rule change would, and does not intend the 
proposed rule change to: (1) Impact any contractual agreement between a 
representative and his or her former firm or new firm; or (2) require 
members to disclose information in a manner inconsistent with 
Regulation S-P. As noted above, to the extent that a firm brings a 
legal challenge against a representative or his or her new firm, FINRA 
does not intend for the delivery of the educational communication 
pursuant to the proposed rule change to have any relevance to determine 
whether or not a representative or the new firm has engaged in improper 
solicitation of former customers or has committed some other 
contractual or legal violation. Further, the information contained in 
the educational communication is generic, making no reference to any 
firm or registered representative, and comparable to other public 
information that may be shared, such as a news article. As such, FINRA 
believes that the educational communication provides no unique 
information intended to encourage or discourage transfer of assets.
---------------------------------------------------------------------------

    \74\ See Lax & Neville.
---------------------------------------------------------------------------

Exemptions
    Some commenters to the Notice 15-19 Proposal proposed creating a de 
minimis exemption from the requirement to deliver the educational 
communication if the representative has received or will receive less 
than $100,000 of either aggregate upfront payments or aggregate 
potential future payments in connection with transferring to the 
recruiting firm.\75\ One commenter proposed creating a de minimis 
exemption for members: (1) With 150 or fewer representatives; (2) with 
no proprietary products in customer accounts; and (3) offering $50,000 
or less to representatives in

[[Page 81600]]

connection with transferring to the member.\76\
---------------------------------------------------------------------------

    \75\ See SIFMA, Schwab, and HD Vest.
    \76\ See Buckman.
---------------------------------------------------------------------------

    The proposed rule change does not include a de minimis exemption. 
Unlike the Rule 2243 Proposal, the proposed rule change would not 
require the calculation and disclosure of ranges of recruitment-related 
compensation that have been or will be received by a transferring 
representative. Rather, the proposed educational communication would 
highlight issues beyond potential conflicts of interest that may be 
created by the receipt of financial incentives, including issues 
related to portability, costs, including differences in the pricing 
structure and fees and tax implications due to liquidation of assets, 
and differences in products and services. As such, an exemption based 
on the amount of financial incentives paid to the representative would 
deprive former customers of the other important considerations. Given 
its scope and requirements, FINRA does not believe that a de minimis 
exemption is appropriate for the proposed rule change.
    Furthermore, a de minimis exemption would reintroduce the 
requirement that a recruiting firm calculate the representative's 
current and future recruitment-related compensation in order to 
determine whether the de minimis exemption would be available. 
Commenters to the Rule 2243 Proposal cited several operational 
challenges to the requirement to calculate recruitment-related 
compensation.
    One commenter proposed creating an exemption from the requirement 
to deliver the educational communication if none of the issues 
identified in the communication are applicable to the representative's 
association with the recruiting firm.\77\ FINRA believes that such an 
exemption would present implementation challenges for members as 
recruiting firms and representatives may be unable to determine that 
none of the issues identified in the communication are applicable to 
the transferring representative or former customer prior to delivering 
the educational communication to the former customer. Fundamentally, 
FINRA does not believe circumstances are likely to exist where none of 
the considerations identified in the educational communication are 
applicable to the representative's association with the recruiting 
firm. Accordingly, except as discussed above with respect to bulk 
transfers and changes in the broker-dealer of record in the 
application-way business context, FINRA does not intend to create an 
exception from the requirement to deliver the educational 
communication.
---------------------------------------------------------------------------

    \77\ See CAI.
---------------------------------------------------------------------------

    One commenter suggested creating an exemption from the requirement 
to deliver the educational communication for independent contractor 
model firms where, as stated by the commenter, the customers are not 
viewed as being ``own[ed]'' by the firm.\78\ FINRA believes that the 
potential implications of transferring assets to a recruiting firm 
highlighted in the communication are equally relevant to customers 
whose representatives are associated with independent contractor model 
firms. Accordingly, FINRA declines to create an exemption from the 
requirement to deliver the educational communication for independent 
contractor model firms.
---------------------------------------------------------------------------

    \78\ See American Investors Co.
---------------------------------------------------------------------------

Impact on Larger Firms
    Two commenters stated that the Notice 15-19 Proposal would have a 
disparate impact on larger firms that are more likely to attract 
representatives with a significant number of customers.\79\ FINRA notes 
that while larger firms may be more likely have representatives with a 
significant number of customers, larger firms also typically have 
greater resources as a result of a large client base. Due to these 
greater resources, FINRA believes that the proposed rule change does 
not create an unfair burden for large firms.
---------------------------------------------------------------------------

    \79\ See RJA and RJFS.
---------------------------------------------------------------------------

Application to Former Customers
    The Notice 15-19 Proposal requested comment on whether the proposal 
should apply beyond former customers to all customers recruited by the 
transferring representative during the six months after transfer. Some 
commenters did not support expanding the proposed rule to apply beyond 
former customers as defined in the proposal.\80\ One commenter 
supported expanding the requirement to apply to all customers of a 
representative, not just former customers.\81\ Another commenter 
supported expanding the requirement to apply beyond former customers, 
if the educational communication delivery requirement was integrated 
into the account transfer documentation process.\82\
---------------------------------------------------------------------------

    \80\ See Cambridge, NAIFA, and HD Vest.
    \81\ See PIABA.
    \82\ See FSI.
---------------------------------------------------------------------------

    The proposed rule change would apply to customers that meet the 
definition of a ``former customer'' under the proposed rule. This would 
include any customer that had a securities account assigned to a 
representative at the representative's previous firm and would not 
include a customer account that meets the definition of an 
institutional account pursuant to FINRA Rule 4512(c) other than 
accounts held by any natural person. FINRA believes that former 
customers that a member or representative individually contacts to 
transfer assets to a new firm are most impacted in recruitment 
situations because they have already developed a relationship with the 
representative and because their assets may be both the basis for the 
representative's recruitment compensation and subject to potential 
costs and changes if the customer decides to move those assets to the 
recruiting firm. FINRA did not extend the application of the proposed 
rule to non-natural person institutional accounts because it believes 
that such accounts are more sophisticated in their dealings with 
representatives and that the proposed educational communication would 
not have as significant an impact on their decision whether to transfer 
assets to a new firm.
FINRA-Created Educational Communication
    One commenter supported the use of a FINRA-created educational 
communication in lieu of a member-created communication.\83\ Other 
commenters supported permitting members to alter the educational 
communication to more closely correspond with each member's specific 
situation.\84\ One commenter supported permitting the educational 
communication to be integrated into a member's individualized account 
transfer process provided that the timing requirements of the proposed 
rule are satisfied and that the content is substantially similar to the 
content in the FINRA-created communication.\85\
---------------------------------------------------------------------------

    \83\ See Ameriprise.
    \84\ See SIFMA and HD Vest.
    \85\ See CAI.
---------------------------------------------------------------------------

    To facilitate members providing the educational communication at a 
relatively low cost and without significant administrative burden, 
FINRA has developed an educational communication for members to use to 
satisfy the requirements of the proposed rule change. To ensure that 
former customers receive uniform information and to ease implementation 
of the proposed rule change, FINRA does not propose to permit members 
to revise the communication or integrate the communication into other 
documents.
Reporting to FINRA
    The proposed rule change would not require a member to report to 
FINRA

[[Page 81601]]

significant increases in compensation paid to a representative that has 
former customers at the beginning of the employment or association of 
the representative with the member. One commenter to the Notice 15-19 
Proposal stated that it supported FINRA removing the reporting 
obligation that was included in the Rule 2243 Proposal.\86\ Consistent 
with the Notice 15-19 Proposal, the proposed rule change does not 
include a reporting obligation. However, FINRA will include potential 
customer harm resulting from recruitment compensation as part of its 
broader conflicts management review.
---------------------------------------------------------------------------

    \86\ See Commonwealth.
---------------------------------------------------------------------------

Treatment of Dual-Hatted Persons
    One commenter to the Notice 15-19 Proposal suggested adding 
supplementary material to the proposed rule to address scenarios where 
a representative dually registered as an investment adviser 
representative and broker-dealer representative transfers to a 
recruiting firm (e.g., that delivery of the communication may not be 
required if the representative served as an investment adviser 
representative and will be associated in the same capacity at the 
recruiting firm).\87\
---------------------------------------------------------------------------

    \87\ See SIFMA.
---------------------------------------------------------------------------

    The proposed rule change would apply to any registered person that 
transfers to a member and individually contacts a former customer 
(i.e., a customer that had a securities account assigned to the 
registered person at the registered person's previous firm) regarding 
transferring assets to the firm. The proposed rule change would apply 
to a registered person dually registered as an investment adviser and 
broker-dealer who associates with a member firm in both an investment 
advisory and broker-dealer capacity. The proposed rule change would not 
apply if the registered person transferred to a non-member firm or 
associated with a member firm only as an investment adviser 
representative.

III. Date of Effectiveness of the Proposed Rule Change and Timing for 
Commission Action

    Within 45 days of the date of publication of this notice in the 
Federal Register or within such longer period: (i) As the Commission 
may designate up to 90 days of such date if it finds such longer period 
to be appropriate and publishes its reasons for so finding or (ii) as 
to which the self-regulatory organization consents, the Commission 
will:
    (A) By order approve or disapprove such proposed rule change, or
    (B) institute proceedings to determine whether the proposed rule 
change should be disapproved.

IV. Solicitation of Comments

    Interested persons are invited to submit written data, views and 
arguments concerning the foregoing, including whether the proposed rule 
change is consistent with the Act. Comments may be submitted by any of 
the following methods:

Electronic Comments

     Use the Commission's Internet comment form (http://www.sec.gov/rules/sro.shtml); or
     Send an email to [email protected]. Please include 
File Number SR-FINRA-2015-057 on the subject line.

Paper Comments

     Send paper comments in triplicate to Robert W. Errett, 
Deputy Secretary, Securities and Exchange Commission, 100 F Street NE., 
Washington, DC 20549-1090.

All submissions should refer to File Number SR-FINRA-2015-057. This 
file number should be included on the subject line if email is used. To 
help the Commission process and review your comments more efficiently, 
please use only one method. The Commission will post all comments on 
the Commission's Internet Web site (http://www.sec.gov/rules/sro.shtml). Copies of the submission, all subsequent amendments, all 
written statements with respect to the proposed rule change that are 
filed with the Commission, and all written communications relating to 
the proposed rule change between the Commission and any person, other 
than those that may be withheld from the public in accordance with the 
provisions of 5 U.S.C. 552, will be available for Web site viewing and 
printing in the Commission's Public Reference Room, 100 F Street NE., 
Washington, DC 20549, on official business days between the hours of 
10:00 a.m. and 3:00 p.m. Copies of such filing also will be available 
for inspection and copying at the principal office of FINRA. All 
comments received will be posted without change; the Commission does 
not edit personal identifying information from submissions. You should 
submit only information that you wish to make available publicly. All 
submissions should refer to File Number SR-FINRA-2015-057 and should be 
submitted on or before January 20, 2016.

    For the Commission, by the Division of Trading and Markets, 
pursuant to delegated authority.\88\
---------------------------------------------------------------------------

    \88\ 17 CFR 200.30-3(a)(12).
---------------------------------------------------------------------------

Brent J. Fields,
Secretary.
[FR Doc. 2015-32816 Filed 12-29-15; 8:45 am]
BILLING CODE 8011-01-P



                                                  81590                    Federal Register / Vol. 80, No. 250 / Wednesday, December 30, 2015 / Notices

                                                  Exchange’s proposal to adopt a BX                       III. Date of Effectiveness of the                        Washington, DC 20549 on official
                                                  Options Participant Fee of $500 is                      Proposed Rule Change and Timing for                      business days between the hours of
                                                  equitable and not unfairly                              Commission Action                                        10:00 a.m. and 3:00 p.m. Copies of such
                                                  discriminatory because the Participant                     The foregoing rule change has become                  filing also will be available for
                                                  Fee will be assessed uniformly to each                  effective pursuant to Section                            inspection and copying at the principal
                                                  BX Options Participant.                                 19(b)(3)(A)(ii) of the Act.15                            office of the Exchange. All comments
                                                                                                             At any time within 60 days of the                     received will be posted without change;
                                                  B. Self-Regulatory Organization’s                                                                                the Commission does not edit personal
                                                                                                          filing of the proposed rule change, the
                                                  Statement on Burden on Competition                                                                               identifying information from
                                                                                                          Commission summarily may
                                                                                                          temporarily suspend such rule change if                  submissions. You should submit only
                                                     The Exchange does not believe that                                                                            information that you wish to make
                                                  the proposed rule change will impose                    it appears to the Commission that such
                                                                                                          action is: (i) Necessary or appropriate in               available publicly. All submissions
                                                  any burden on competition not                                                                                    should refer to File Number SR–BX–
                                                  necessary or appropriate in furtherance                 the public interest; (ii) for the protection
                                                                                                                                                                   2015–083, and should be submitted on
                                                  of the purposes of the Act. In terms of                 of investors; or (iii) otherwise in
                                                                                                                                                                   or before January 20, 2016.
                                                  inter-market competition, the Exchange                  furtherance of the purposes of the Act.
                                                                                                          If the Commission takes such action, the                   For the Commission, by the Division of
                                                  notes that it operates in a highly                                                                               Trading and Markets, pursuant to delegated
                                                                                                          Commission shall institute proceedings
                                                  competitive market in which market                                                                               authority.16
                                                                                                          to determine whether the proposed rule
                                                  participants can readily favor competing                                                                         Brent J. Fields,
                                                                                                          should be approved or disapproved.
                                                  venues if they deem fee levels at a                                                                              Secretary.
                                                  particular venue to be excessive, or                    IV. Solicitation of Comments                             [FR Doc. 2015–32813 Filed 12–29–15; 8:45 am]
                                                  rebate opportunities available at other                   Interested persons are invited to                      BILLING CODE 8011–01–P
                                                  venues to be more favorable. In such an                 submit written data, views, and
                                                  environment, the Exchange must                          arguments concerning the foregoing,
                                                  continually adjust its fees to remain                   including whether the proposed rule                      SECURITIES AND EXCHANGE
                                                  competitive with other exchanges and                    change is consistent with the Act.                       COMMISSION
                                                  with alternative trading systems that                   Comments may be submitted by any of                      [Release No. 34–76757; File No. SR–FINRA–
                                                  have been exempted from compliance                      the following methods:                                   2015–057]
                                                  with the statutory standards applicable                 Electronic Comments
                                                  to exchanges. Because competitors are                                                                            Self-Regulatory Organizations;
                                                  free to modify their own fees in                          • Use the Commission’s Internet                        Financial Industry Regulatory
                                                  response and because market                             comment form (http://www.sec.gov/                        Authority, Inc.; Notice of Filing of a
                                                  participants may readily adjust their                   rules/sro.shtml); or                                     Proposed Rule Change To Adopt
                                                                                                            • Send an email to rule-comments@                      FINRA Rule 2273 (Educational
                                                  order routing practices, the Exchange
                                                                                                          sec.gov. Please include File Number SR–                  Communication Related to
                                                  believes that the degree to which fee
                                                                                                          BX–2015–083 on the subject line.                         Recruitment Practices and Account
                                                  changes in this market may impose any
                                                                                                          Paper Comments                                           Transfers)
                                                  burden on competition is extremely
                                                  limited.                                                  • Send paper comments in triplicate                    December 23, 2015.
                                                     In terms of intra-market competition,                to Secretary, Securities and Exchange                       Pursuant to Section 19(b)(1) of the
                                                  the Exchange’s proposal to adopt a BX                   Commission, 100 F Street NE.,                            Securities Exchange Act of 1934
                                                  Options Participant Fee of $500 per                     Washington, DC 20549–1090.                               (‘‘Act’’) 1 and Rule 19b–4 thereunder,2
                                                  month does not impose an undue                                                                                   notice is hereby given that on December
                                                                                                          All submissions should refer to File                     16, 2015, Financial Industry Regulatory
                                                  burden on competition because the                       Number SR–BX–2015–083. This file                         Authority, Inc. (‘‘FINRA’’) filed with the
                                                  Exchange would uniformly assess the                     number should be included on the                         Securities and Exchange Commission
                                                  same Participant Fee to each BX                         subject line if email is used. To help the               (‘‘SEC’’ or ‘‘Commission’’) the proposed
                                                  Options Participant. If the changes                     Commission process and review your                       rule change as described in Items I, II,
                                                  proposed herein are unattractive to                     comments more efficiently, please use                    and III below, which Items have been
                                                  market participants, it is likely that the              only one method. The Commission will                     substantially prepared by FINRA. The
                                                  Exchange will lose Participants.                        post all comments on the Commission’s                    Commission is publishing this notice to
                                                  Accordingly, the Exchange does not                      Internet Web site (http://www.sec.gov/                   solicit comments on the proposed rule
                                                  believe that the proposed changes will                  rules/sro.shtml). Copies of the                          change from interested persons.
                                                  impair the ability of members or                        submission, all subsequent
                                                  competing order execution venues to                     amendments, all written statements                       I. Self-Regulatory Organization’s
                                                  maintain their competitive standing in                  with respect to the proposed rule                        Statement of the Terms of Substance of
                                                                                                          change that are filed with the                           the Proposed Rule Change
                                                  the financial markets.
                                                                                                          Commission, and all written                                 FINRA is proposing to adopt FINRA
                                                  C. Self-Regulatory Organization’s                       communications relating to the                           Rule 2273, which would establish an
                                                  Statement on Comments on the                            proposed rule change between the                         obligation for a member to deliver an
                                                  Proposed Rule Change Received From                      Commission and any person, other than                    educational communication in
mstockstill on DSK4VPTVN1PROD with NOTICES




                                                  Members, Participants, or Others                        those that may be withheld from the                      connection with member recruitment
                                                                                                          public in accordance with the                            practices and account transfers. The text
                                                    No written comments were either                       provisions of 5 U.S.C. 552, will be                      of the proposed rule change is available
                                                  solicited or received.                                  available for Web site viewing and                       on FINRA’s Web site at http://
                                                                                                          printing in the Commission’s Public
                                                                                                          Reference Room, 100 F Street NE.,                          16 17 CFR 200.30–3(a)(12).
                                                  calendar month ranging from $1,000 to $6,000 a                                                                     1 15 U.S.C. 78s(b)(1).
                                                  month.                                                    15 15   U.S.C. 78s(b)(3)(A)(ii).                         2 17 CFR 240.19b–4.




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                                                                           Federal Register / Vol. 80, No. 250 / Wednesday, December 30, 2015 / Notices                                                       81591

                                                  www.finra.org, at the principal office of               information important to his or her                      assets to the recruiting firm, including
                                                  FINRA, and at the Commission’s Public                   decision making.                                         differences in the pricing structure and
                                                  Reference Room.                                           The details of proposed FINRA Rule                     fees imposed by the customer’s current
                                                                                                          2273 (Educational Communication                          firm and the recruiting firm; and (4)
                                                  II. Self-Regulatory Organization’s                      Related to Recruitment Practices and
                                                  Statement of the Purpose of, and                                                                                 differences in products and services
                                                                                                          Account Transfers) are set forth below.                  between the customer’s current firm and
                                                  Statutory Basis for, the Proposed Rule
                                                  Change                                                  Educational Communication                                the recruiting firm.
                                                     In its filing with the Commission,                      The proposed rule change would                           The educational communication is
                                                  FINRA included statements concerning                    require a member that hires or                           intended to prompt a former customer
                                                  the purpose of and basis for the                        associates with a registered                             to make further inquiries of the
                                                  proposed rule change and discussed any                  representative to provide to a former                    transferring representative (and, if
                                                  comments it received on the proposed                    customer of the representative,                          necessary, the customer’s current firm),
                                                  rule change. The text of these statements               individually, in paper or electronic                     to the extent that the customer considers
                                                  may be examined at the places specified                 form, an educational communication                       the information important to his or her
                                                  in Item IV below. FINRA has prepared                    prepared by FINRA. The proposed rule                     decision making.
                                                  summaries, set forth in sections A, B,                  change would require delivery of the                     Requirement To Deliver Educational
                                                  and C below, of the most significant                    educational communication when: (1)                      Communication
                                                  aspects of such statements.                             The member, directly or through a
                                                  A. Self-Regulatory Organization’s                       representative, individually contacts a                     FINRA believes that a broad range of
                                                  Statement of the Purpose of, and                        former customer of that representative                   communications by a recruiting firm or
                                                  Statutory Basis for, the Proposed Rule                  to transfer assets; or (2) a former                      its registered representative would
                                                  Change                                                  customer of the representative, absent                   constitute individualized contact that
                                                                                                          individual contact, transfers assets to an               would trigger the delivery requirement
                                                  1. Purpose                                              account assigned, or to be assigned, to                  under the proposal. These
                                                  Background                                              the representative at the member.3                       communications may include, but are
                                                                                                             The proposed rule change would                        not limited to, oral or written
                                                     Representatives who leave their                      define a ‘‘former customer’’ as any
                                                  member firm often contact former                                                                                 communications by the transferring
                                                                                                          customer that had a securities account                   representative: (1) Informing the former
                                                  customers and emphasize the benefits                    assigned to a registered person at the
                                                  the former customers would experience                                                                            customer that he or she is now
                                                                                                          representative’s previous firm. The term                 associated with the recruiting firm,
                                                  by transferring their assets to the firm                ‘‘former customer’’ would not include a
                                                  that recruited the registered                                                                                    which would include customer
                                                                                                          customer account that meets the                          communications permitted under the
                                                  representative (‘‘recruiting firm’’) and                definition of an ‘‘institutional account’’
                                                  maintaining their relationship with the                                                                          Protocol for Broker Recruiting
                                                                                                          pursuant to FINRA Rule 4512(c);                          (‘‘Protocol’’); 5 (2) suggesting that the
                                                  representative. In this situation, the                  provided, however, accounts held by a
                                                  former customer’s confidence in and                                                                              former customer consider transferring
                                                                                                          natural person would not qualify for the                 his or her assets or account to the
                                                  prior experience with the representative                institutional account exception.4
                                                  may be one of the customer’s most                                                                                recruiting firm; (3) informing the former
                                                                                                             The proposed educational                              customer that the recruiting firm may
                                                  important considerations in determining                 communication focuses on important
                                                  whether to transfer assets to the                                                                                offer better or different products or
                                                                                                          considerations for a former customer                     services; or (4) discussing with the
                                                  recruiting firm. However, FINRA is                      who is contemplating transferring assets
                                                  concerned that former customers may                                                                              former customer the fee or pricing
                                                                                                          to an account assigned to his or her                     structure of the recruiting firm.
                                                  not be aware of other important factors                 former representative at the recruiting
                                                  to consider in making a decision                        firm. The educational communication                         Furthermore, FINRA would consider
                                                  whether to transfer assets to the                       would highlight the following potential                  oral or written communications to a
                                                  recruiting firm, including directs costs                implications of transferring assets to the               group of former customers to similarly
                                                  that may be incurred. Therefore, to                     recruiting firm: (1) Whether financial                   trigger the requirement to deliver the
                                                  provide former customers with a more                    incentives received by the                               educational communication under the
                                                  complete picture of the potential                       representative may create a conflict of                  proposed rule change. These types of
                                                  implications of a decision to transfer                  interest; (2) that some assets may not be                oral or written communications by a
                                                  assets, the proposed rule change would                  directly transferrable to the recruiting                 member, directly or through the
                                                  require delivery of an educational                      firm and as a result the customer may                    representative, to a group of former
                                                  communication by the recruiting firm                    incur costs to liquidate and move those                  customers may include, but are not
                                                  that highlights key considerations in                   assets or account maintenance fees to                    limited to: (1) Mass mailing of
                                                  transferring assets to the recruiting firm,             leave them with his or her current firm;                 information; (2) sending copies of
                                                  and the direct and indirect impacts of                  (3) potential costs related to transferring              information via email; or (3) automated
                                                  such a transfer on those assets.                                                                                 phone calls or voicemails.
                                                     FINRA believes that former customers                   3 See  proposed FINRA Rule 2273(a).
                                                  would benefit from receiving a concise,                   4 See  proposed FINRA Rule 2273.01 (Definition).
                                                                                                                                                                     5 The Protocol was created in 2004 and permits

                                                  plain-English document that highlights                  FINRA Rule 4512(c) defines the term institutional        departing representatives to take certain limited
                                                                                                          account to mean the account of: (1) A bank, savings      customer information with them to a new firm, and
mstockstill on DSK4VPTVN1PROD with NOTICES




                                                  the potential implications of transferring                                                                       solicit those customers at the new firm, without the
                                                                                                          and loan association, insurance company, or
                                                  assets. The proposed educational                        registered investment company; (2) an investment         fear of legal action by their former employer. The
                                                  communication is intended to                            adviser registered either with the SEC under             Protocol provides that representatives of firms that
                                                  encourage former customers to make                      Section 203 of the Investment Advisers Act of 1940       have signed the Protocol can take client names,
                                                  further inquiries of the transferring                   or with a state securities commission (or any agency     addresses, phone numbers, email addresses, and
                                                                                                          or office performing like functions); or (3) any other   account title information when they change firms,
                                                  representative (and, if necessary, the                  entity (whether a natural person, corporation,           provided they leave a copy of this information,
                                                  customer’s current firm), to the extent                 partnership, trust, or otherwise) with total assets of   including account numbers, with their branch
                                                  that the customer considers the                         at least $50 million.                                    manager when they resign.



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                                                  81592                    Federal Register / Vol. 80, No. 250 / Wednesday, December 30, 2015 / Notices

                                                  Timing and Means of Delivery of                         further individualized contact within                 retail investors. The investors tested
                                                  Educational Communication                               the period of three months following the              indicated that the educational
                                                     The proposed rule change would                       date that the representative begins                   communication effectively conveyed
                                                  require a member to deliver the                         employment or associates with the                     important and useful information. The
                                                  educational communication at the time                   member, then the educational                          investors also indicated that the
                                                  of first individualized contact with a                  communication would be required to be                 communication identified issues to
                                                  former customer by the member,                          provided with the account transfer                    consider that they had previously been
                                                  directly or through the representative,                 approval documentation.11                             unaware of and that would be
                                                  regarding the former customer                                                                                 meaningful in making a decision
                                                                                                          Format of Educational Communication
                                                  transferring assets to the member.6 If                                                                        whether to transfer assets to the
                                                                                                             To facilitate uniform communication                representative’s new firm.
                                                  such contact is in writing, the proposed
                                                                                                          under the proposed rule change and to
                                                  rule change would require the                                                                                 B. Self-Regulatory Organization’s
                                                                                                          assist members in providing the
                                                  educational communication to                                                                                  Statement on Burden on Competition
                                                                                                          proposed communication to former
                                                  accompany the written communication.
                                                                                                          customers of a representative, the                       FINRA does not believe that the
                                                  If the contact is by electronic
                                                                                                          proposed rule change would require a                  proposed rule change will result in any
                                                  communication, the proposed rule
                                                                                                          member to deliver the proposed                        burden on competition that is not
                                                  change would permit the member to
                                                                                                          educational communication prepared by                 necessary or appropriate in furtherance
                                                  hyperlink directly to the educational
                                                                                                          FINRA to the former customer,                         of the purposes of the Act. All members
                                                  communication.7
                                                     If the first individualized contact with             individually, in paper or electronic                  would be subject to the proposed rule
                                                  the former customer is oral, the                        form.12 The proposed rule change                      change, so they would be affected in the
                                                  proposed rule change would require the                  would require members to provide the                  same manner, and FINRA has narrowly
                                                  member or representative to notify the                  FINRA-created communication and                       tailored the rule requirements to
                                                  former customer orally that an                          would not permit members to use an                    minimize the impacts on firms.
                                                                                                          alternative format.13 FINRA believes                     FINRA believes that the proposed rule
                                                  educational communication that
                                                                                                          that the FINRA-created uniform                        change would protect investors by
                                                  includes important considerations in
                                                                                                          educational communication will allow                  highlighting the potential implications
                                                  deciding whether to transfer assets to
                                                                                                          members to provide the required                       of transferring assets to the recruiting
                                                  the member will be provided not later
                                                                                                          communication at a relatively low cost                firm. The proposed educational
                                                  than three business days after the
                                                                                                          and without significant administrative                communication is intended to prompt a
                                                  contact. The proposed rule change
                                                                                                          burdens.                                              former customer to make further
                                                  would require the educational
                                                                                                             If the Commission approves the                     inquiries of the transferring
                                                  communication be sent within three
                                                                                                          proposed rule change, FINRA will                      representative (and, if necessary, the
                                                  business days from such oral contact or
                                                                                                          announce the effective date of the                    customer’s current firm), to the extent
                                                  with any other documentation sent to
                                                                                                          proposed rule change in a Regulatory                  that the customer considers the
                                                  the former customer related to
                                                                                                          Notice to be published no later than 60               information important to his or her
                                                  transferring assets to the member,
                                                                                                          days following Commission approval.                   decision making.
                                                  whichever is earlier.8                                                                                           FINRA recognizes that a member that
                                                     If the former customer seeks to                      The effective date will be no later than
                                                                                                          180 days following publication of the                 hires or associates with a registered
                                                  transfer assets to an account assigned, or
                                                                                                          Regulatory Notice announcing                          person would incur costs to comply
                                                  to be assigned, to the representative at
                                                                                                          Commission approval.                                  with the proposed rule change on an
                                                  the member, but no individualized
                                                                                                                                                                initial and ongoing basis. Members
                                                  contact with the former customer by the                 2. Statutory Basis                                    would need to establish and maintain
                                                  representative or member occurs before                     FINRA believes that the proposed rule              written policies and procedures
                                                  the former customer seeks to transfer                   change is consistent with the provisions              reasonably designed to ensure
                                                  assets, the proposed rule change would                  of Section 15A(b)(6) of the Act,14 which              compliance with the proposed rule
                                                  mandate that the member deliver the                     requires, among other things, that                    change, including monitoring
                                                  educational communication to the                        FINRA rules must be designed to                       communications by the transferring
                                                  former customer with the account                        prevent fraudulent and manipulative                   representative and other associated
                                                  transfer approval documentation.9 The                   acts and practices, to promote just and               persons of the recruiting firm with
                                                  educational communication                               equitable principles of trade, and, in                former retail customers of the
                                                  requirement in the proposed rule                        general, to protect investors and the                 representative. The compliance costs
                                                  change would apply for a period of                      public interest. FINRA believes that the              would likely vary across members based
                                                  three months following the date that the                proposed rule change will promote                     on a number of factors such as the size
                                                  representative begins employment or                     investor protection by highlighting                   of a firm, the extent to which a member
                                                  associates with the member.10                           important conflict and cost
                                                     Pursuant to the proposed rule change,                                                                      hires registered representatives from
                                                                                                          considerations of transferring assets and             other firms, and the effectiveness and
                                                  the educational communication                           encouraging customers to make further
                                                  requirement would not apply when the                                                                          application of existing procedures to the
                                                                                                          inquiries to reach an informed decision               types of communications that must be
                                                  former customer expressly states that he                about whether to transfer assets to the
                                                  or she is not interested in transferring                                                                      monitored under the proposed rule
                                                                                                          recruiting firm. This belief is supported             change.
                                                  assets to the member. If the former                     by FINRA’s test of the educational
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                                                                                                                                                                   FINRA does not believe that the
                                                  customer subsequently decides to                        communication with a diverse group of                 proposed rule change will impose
                                                  transfer assets to the member without
                                                                                                                                                                undue operational costs on members to
                                                                                                             11 See proposed FINRA Rule 2273.02 (Express
                                                    6 See proposed FINRA Rule 2273(b)(1).
                                                                                                                                                                comply with the educational
                                                                                                          Rejection by Former Customer).
                                                    7 See proposed FINRA Rule 2273(b)(1)(A).                 12 See proposed FINRA Rule 2273(a) and Exhibit     communication. While FINRA
                                                    8 See proposed FINRA Rule 2273(b)(1)(B).              3.                                                    recognizes that there will be some small
                                                    9 See proposed FINRA Rule 2273(b)(2).                    13 See proposed FINRA Rule 2273(a).                operational costs to members in
                                                    10 See proposed FINRA Rule 2273(b)(3).                   14 15 U.S.C. 78o–3(b)(6).                          complying with the proposed


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                                                                           Federal Register / Vol. 80, No. 250 / Wednesday, December 30, 2015 / Notices                                                 81593

                                                  educational communication                               $100,000 or more as applied separately                compensation disclosures, FINRA has
                                                  requirement, FINRA has lessened the                     to aggregate upfront payments and                     instead proposed requiring delivery of
                                                  cost of compliance by developing a                      aggregate potential future payments and               an educational communication that
                                                  standardized educational                                affirmative cost and portability                      highlights key considerations in
                                                  communication for use by members that                   statements. In the proposed rule change               transferring assets to the recruiting firm,
                                                  does not require members to make any                    FINRA has removed the requirement to                  and the direct and indirect impacts of
                                                  threshold determinations or provide any                 disclose to former customers the                      such a transfer on those assets.
                                                  additional or customized information to                 magnitude of recruitment compensation                 Moreover, to ensure that former
                                                  complete the communication.                             paid to a transferring representative due             customers receive uniform information
                                                  Furthermore, the proposed rule change                   to the privacy and operational concerns               and to ease implementation of the
                                                  would permit a member to deliver the                    expressed by commenters to the Rule                   proposed rule change, FINRA has
                                                  educational communication in paper or                   2243 Proposal. Furthermore, removing                  created an educational communication
                                                  electronic form thereby giving the                      the requirement to disclose ranges of                 for members to use in satisfying the
                                                  member alternative methods of                           compensation also obviates members’                   proposed requirements. FINRA believes
                                                  complying with the requirement.                         need to calculate recruitment                         this approach is more effective than a
                                                     In developing the proposed rule                      compensation to be paid to a                          general disclosure requirement of the
                                                  change, FINRA considered several                        transferring representative so as to                  fact of additional compensation paid to
                                                  alternatives to the proposed rule change,               determine whether the threshold of                    the representative because the
                                                  to ensure that it is narrowly tailored to               $100,000 or more in compensation has                  educational communication allows for
                                                  achieve its purposes described                          been reached.                                         more context and explanation and is
                                                  previously without imposing                                Second, the Rule 2243 Proposal                     more likely to prompt a discussion with
                                                  unnecessary costs and burdens on                        would have required members to report                 the transferring representative and the
                                                  members or resulting in any burden on                   to FINRA information related to                       customer’s current firm.
                                                  competition that is not necessary or                    significant increases in total                           For these reasons, FINRA believes
                                                  appropriate in furtherance of the                       compensation over the representative’s                that the proposed rule change would not
                                                  purposes of the Act.15 The proposed                     prior year compensation that would be                 burden competition, but, instead, would
                                                  rule change addresses many of the                       paid to the representative during the                 strengthen FINRA’s regulatory structure
                                                  concerns noted by commenters in                         first year at the recruiting firm so that             and provide additional protection to
                                                  response to the Notice 13–02 Proposal                   FINRA could assess the impact of these                investors.
                                                  and Rule 2243 Proposal.                                 arrangements on a member’s and
                                                                                                                                                                C. Self-Regulatory Organization’s
                                                     First, the Notice 13–02 Proposal                     representative’s obligations to customers
                                                                                                                                                                Statement on Comments on the
                                                  would have required a member that                       and detect potential sales practices
                                                                                                                                                                Proposed Rule Change Received From
                                                  provides, or has agreed to provide, to a                abuses. Consistent with the removal of
                                                                                                                                                                Members, Participants, or Others
                                                  representative enhanced compensation                    the requirement to disclose ranges of
                                                  in connection with the transfer of                      recruitment compensation paid to a                    Rule 2243 Proposal
                                                  securities employment of the                            transferring representative, the proposed                In March 2014, FINRA filed a
                                                  representative from another financial                   rule change does not include a reporting              proposal to adopt Rule 2243 to establish
                                                  services firm to disclose the details,                  obligation. However, FINRA will                       disclosure and reporting obligations
                                                                                                          include potential customer harm                       related to member recruitment
                                                  including specific amounts, of such
                                                                                                          resulting from recruitment                            practices.17 The Rule 2243 Proposal
                                                  enhanced compensation 16 to any former
                                                                                                          compensation as part of its broader                   imposed two obligations on members:
                                                  customer of the representative at the
                                                                                                          conflicts management review.                          (1) A disclosure obligation to former
                                                  previous firm that is contacted regarding                  Third, the disclosure requirements in
                                                  the transfer of the securities                                                                                customers who the recruiting firm
                                                                                                          the Notice 13–02 Proposal and Rule                    attempts to induce to follow a
                                                  employment (or association) of the                      2243 Proposal would have applied for a
                                                  representative to the recruiting firm, or                                                                     transferring representative; and (2) a
                                                                                                          period of one year following the date the             reporting obligation to FINRA where a
                                                  who seeks to transfer assets, to a broker-              representative began employment or
                                                  dealer account assigned to the                                                                                transferring representative receives a
                                                                                                          associated with the member. The Notice
                                                  representative with the recruiting firm.                                                                      significant increase in compensation
                                                                                                          15–19 Proposal proposed that the
                                                  The revised approach in the Rule 2243                                                                         from the recruiting firm. Under the Rule
                                                                                                          delivery of the educational
                                                  Proposal would have required                                                                                  2243 Proposal, the disclosure obligation
                                                                                                          communication would apply for six
                                                  disclosure of ranges of compensation of                                                                       would have required a recruiting firm to
                                                                                                          months following the date the
                                                                                                                                                                disclose to a former customer ranges of
                                                                                                          representative began employment or
                                                     15 See Item II.C., which references Regulatory                                                             recruitment compensation that the
                                                  Notice 13–02 (Jan. 2013) (‘‘Notice 13–02 Proposal’’),
                                                                                                          associated with the member. In
                                                                                                                                                                representative had received or would
                                                  Exchange Act Release No. 71786 (Mar. 24, 2014), 79      recognition of the typical time frame for
                                                                                                                                                                receive in connection with transferring
                                                  FR 17592 (Mar. 28, 2014) (Notice of Filing of File      communicating with former customers
                                                  No. SR–FINRA–2014–010) (‘‘Rule 2243 Proposal’’),        and to lessen any associated operational              to the recruiting firm and the basis for
                                                  and Regulatory Notice 15–19 (May 2015) (‘‘Notice
                                                                                                          and supervisory burdens, the proposed                 that compensation (e.g., asset-based or
                                                  15–19 Proposal’’).                                                                                            production-based). The requirement
                                                     16 In the Notice 13–02 Proposal, the term            rule change provides that the delivery of
                                                                                                          the educational communication shall                   would have applied separately to
                                                  ‘‘enhanced compensation’’ was defined as
                                                  compensation paid in connection with the transfer       apply for three months following the                  $100,000 or more of aggregated ‘‘upfront
                                                  of securities employment (or association) to the                                                              payments’’ or aggregated ‘‘potential
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                                                                                                          date the representative begins
                                                  recruiting firm other than the compensation
                                                                                                          employment or associates with the                     future payments.’’ In addition, the Rule
                                                  normally paid by the recruiting firm to its                                                                   2243 Proposal would have required
                                                  established registered persons. Enhanced                member.
                                                  compensation included but was not limited to               Fourth, in response to concerns from               disclosure if a former customer would
                                                  signing bonuses, upfront or back-end bonuses,           commenters to the Rule 2243 Proposal
                                                  loans, accelerated payouts, transition assistance,                                                              17 See Rule 2243 Proposal. FINRA considered and

                                                  and similar arrangements, paid in connection with
                                                                                                          about the proposal’s competitive                      responded to the comments to the Notice 13–02
                                                  the transfer of securities employment (or               implications, operational aspects and                 Proposal in the proposed rule change for the Rule
                                                  association) to the recruiting firm.                    the effectiveness of the proposed                     2243 Proposal.



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                                                  81594                    Federal Register / Vol. 80, No. 250 / Wednesday, December 30, 2015 / Notices

                                                  incur costs to transfer assets to the                   comments and FINRA’s responses are                    the requirement to provide the
                                                  recruiting firm (e.g., account                          set forth in detail below.                            educational communication on any
                                                  termination, transfer or account opening                                                                      attempt to ‘‘induce’’ a former customer
                                                                                                          General Support and Opposition to the
                                                  fees) that would not be reimbursed by                                                                         to transfer assets to the recruiting firm
                                                                                                          Proposal
                                                  the recruiting firm and if any of the                                                                         because they viewed the term as
                                                  former customer’s assets were not                          Eight commenters stated that the                   undefined and imprecise, resulting in
                                                  transferrable to the recruiting firm (and               Notice 15–19 Proposal is an                           operational and supervisory challenges
                                                  associated costs, including taxes, to                   improvement from the Rule 2243                        for members.24
                                                  liquidate and transfer those assets or                  Proposal.20 Five additional commenters                   As discussed in greater detail in Item
                                                  leave them at the customer’s current                    expressed support for a regulatory effort             II.A., FINRA believes that a broad range
                                                  firm).                                                  to provide investors with meaningful                  of communications by a recruiting firm,
                                                                                                          information upon which to base a                      directly or through a representative,
                                                     FINRA developed a one-page
                                                                                                          decision but did not support all aspects              with former customers may reasonably
                                                  disclosure template for the Rule 2243
                                                                                                          of the Notice 15–19 Proposal.21 Three                 be seen as individually contacting the
                                                  Proposal, but allowed members to use
                                                                                                          commenters opposed the Notice 15–19                   former customer to transfer assets to the
                                                  an alternative form if it contained
                                                                                                          Proposal and instead supported a return               recruiting firm and, as such, would
                                                  substantially similar content. The Rule                 to the Rule 2243 Proposal’s requirement
                                                  2243 Proposal would have required                                                                             trigger the delivery of the educational
                                                                                                          to provide specific information about                 communication under the proposed rule
                                                  delivery of the disclosures at the time of              any financial incentives received by the
                                                  first individualized contact with a                                                                           change. To lessen any potential
                                                                                                          representative and costs associated with              confusion regarding whether a
                                                  former customer by the transferring                     the former customer transferring
                                                  representative or recruiting firm. The                                                                        communication by a member, directly
                                                                                                          assets.22 One commenter supported                     or through the representative, with a
                                                  Rule 2243 Proposal would have                           requiring disclosure to former customers
                                                  required disclosure for one year                                                                              former customer was an inducement to
                                                                                                          of enhanced compensation if the                       transfer assets, FINRA has revised the
                                                  following the date the representative                   representative has been or will be paid
                                                  began employment or associated with                                                                           proposal to remove the reference to
                                                                                                          for bringing client assets to the                     ‘‘inducement’’ of former customers.
                                                  the recruiting firm.                                    recruiting firm or generating new                     FINRA instead proposes to trigger
                                                     With respect to the reporting                        commissions or fee income.23                          delivery of the educational
                                                  obligation, the Rule 2243 Proposal                         FINRA believes that the proposed rule              communication when: (1) The member,
                                                  would have required a member to report                  change (reflected, in part, in the Notice             directly or through a representative,
                                                  to FINRA if the member reasonably                       15–19 Proposal) is an effective and                   individually contacts a former customer
                                                  expected the total compensation paid to                 efficient alternative to the previous                 of that representative to transfer assets;
                                                  the transferring representative during                  proposal. The proposed rule change                    or (2) a former customer of the
                                                  the representative’s first year of                      eliminates or reduces the privacy and                 representative, absent individual
                                                  association with the member to result in                operational concerns raised to the                    contact, transfers assets to an account
                                                  an increase over the representative’s                   previous proposal, while educating                    assigned, or to be assigned, to the
                                                  prior year compensation by the greater                  former customers about important                      representative at the member.
                                                  of 25% or $100,000. FINRA intended to                   considerations to make an informed                       Some commenters stated that the
                                                  use the information received as a data                  decision whether to transfer assets to                requirement to provide the
                                                  point in its risk-based examination                     the recruiting firm. Included among                   communication following the first
                                                  program.                                                those considerations is that the                      individualized contact with a former
                                                     The SEC received 184 comments on                     recruiting firm may pay financial                     customer would be unworkable as
                                                  the Rule 2243 Proposal, including 33                    incentives to the representative, such as             members would need to rely on
                                                  unique comments. Commenters to the                      bonuses based on customer assets the                  representatives to report the contacts
                                                  Rule 2243 Proposal conveyed concerns                    representative brings in, incentives for              with former customers.25 One
                                                  about the proposal’s competitive                        selling proprietary products, and higher              commenter also stated that the different
                                                  implications and operational aspects, as                commission payouts.                                   delivery requirements based on whether
                                                  well as the effectiveness of the proposed               Triggers To Provide the Educational                   there was individualized contact would
                                                  compensation disclosures. On June 20,                   Communication                                         be unworkable as members would have
                                                  2014, FINRA withdrew SR–FINRA–                            As proposed in the Notice 15–19                     difficulty delineating between transfers
                                                  2014–010 to further consider the                        Proposal, the requirement to provide the              of assets following individualized
                                                  comments to the Rule 2243 Proposal.18                   educational communication would have                  contact and those occurring absent
                                                                                                          been triggered when: (1) The member,                  individualized contact.26
                                                  Notice 15–19 Proposal
                                                                                                          directly or through the recruited                        The proposed rule change retains the
                                                     A revised proposal was published for                 registered person, attempted to induce                delivery triggers in the Notice 15–19
                                                  public comment in Regulatory Notice                     the former customer of that registered                Proposal. FINRA believes that a
                                                  15–19. FINRA received 27 comment                        person to transfer assets; or (2) the                 representative reasonably should know
                                                  letters in response to the Notice 15–19                 former customer of that registered                    whether an individual had an account
                                                  Proposal. A copy of Regulatory Notice                   person, absent inducement, transferred                assigned to him or her at the
                                                  15–19 is attached as Exhibit 2a. Copies                 assets to an account assigned, or to be               representative’s prior firm and whether
                                                  of the comment letters received in                      assigned, to the registered person at the             the representative has individually
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                                                  response to the Notice 15–19 Proposal                   member. Commenters opposed basing                     contacted the former customer regarding
                                                  are attached as Exhibit 2c.19 The                                                                             transferring assets to the recruiting firm.
                                                                                                            20 See FSR, FSI, CAI, Lincoln, Ameriprise,          As such, FINRA does not believe the
                                                    18 See Exchange Act Rel. No. 72459 (June 20,          NAIFA, Janney, and Burns.
                                                                                                            21 See SIFMA, Cambridge, RJA, RJFS, and Edward        24 See SIFMA, FSR, LPL, Ameriprise, Wells Fargo,
                                                  2014), 79 FR 36855 (June 30, 2014) (Notice of
                                                  Withdrawal of File No. SR–FINRA–2014–010).              Jones.                                                Janney, and HD Vest.
                                                    19 See Exhibit 2b for a list of abbreviations           22 See Schwab, NASAA, and Hanson McClain.             25 See Commonwealth and HD Vest.

                                                  assigned to commenters.                                   23 See PIABA.                                         26 See Commonwealth.




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                                                                           Federal Register / Vol. 80, No. 250 / Wednesday, December 30, 2015 / Notices                                                   81595

                                                  burdens associated with tracking                        suggested that the requirement to                      would reintroduce the privacy and
                                                  whether there has been individualized                   deliver the educational communication                  operational challenges raised by many
                                                  contact with a former customer are                      should be integrated into verification                 commenters to the Rule 2243 Proposal.
                                                  unreasonable relative to the value in                   letters to customers sent in compliance                Accordingly, FINRA declines to include
                                                  providing the educational                               with Rule 17a–3 under the Exchange                     the suggested requirement.
                                                  communication to such customers.                        Act,30 while another commenter
                                                     Furthermore, FINRA does not believe                  recommended disclosing any                             Requirement To Provide Educational
                                                  that setting up policies and procedures                 recruitment-related compensation                       Communication Following Oral Contact
                                                  to supervise a registered person’s                      received by the representative in writing                 Under the proposed rule change (as
                                                  communications with former customers                    to the former customer at the time of the              reflected in the Notice 15–19 Proposal),
                                                  presents an unreasonable burden to                      first individualized contact with the                  if the first individualized contact with
                                                  members. Members already are                            former customer.31                                     the former customer is oral, the member
                                                  obligated to supervise representatives’                    The proposed rule change retains the                or representative would have to notify
                                                  communications with customers and                       requirement that a member deliver the                  the former customer orally that an
                                                  have flexibility to design their                        educational communication at the time                  educational communication that
                                                  supervisory systems. FINRA notes that                   of first individualized contact with a                 includes important considerations in
                                                  the commenters did not provide specific                 former customer by the member,                         deciding whether to transfer assets to
                                                  data or other support for their                         directly or through the representative,                the member will be provided not later
                                                  contention that the delivery                            regarding the former customer                          than three business days after the
                                                  requirements would be unworkable for                    transferring assets to the member.                     contact.
                                                  recruiting firms.                                       FINRA believes requiring delivery of the                  Some commenters to the Notice 15–19
                                                     One commenter suggested that FINRA                   communication at the time of first                     Proposal proposed changing the
                                                  include additional language in the                      individualized contact is more effective               delivery requirement to provide the
                                                  proposed rule that a former customer                    than requiring delivery of the                         communication not later than three
                                                  may transfer absent individualized                      communication at or prior to account                   business days after such oral contact to
                                                  contact and provided examples of                        opening because customers typically                    a longer time period (e.g., delivering the
                                                  transfers absent individualized                         have already made the decision to                      communication not later than 3, 7, or 10
                                                  contact.27 FINRA notes that proposed                    transfer assets by that point in the                   business days after such contact).32 The
                                                  Rule 2273(a) and (b)(2) address the                     process. FINRA believes the same                       commenters stated that a three business
                                                  application of the proposed rule to                     problem exists with respect to a                       day period for providing the educational
                                                  transfers occurring absent                              verification letter sent in compliance                 communication would be insufficient
                                                  individualized contact. Among other                     with Rule 17a–3 under the Exchange                     and would lead to operational and
                                                  things, FINRA would consider a former                   Act. FINRA does not believe that it is                 supervisory challenges for members in
                                                  customer’s decision to transfer assets to               particularly burdensome to require                     complying with the requirement. On the
                                                  the recruiting firm in response to a                    members to include as part of a written                other hand, one commenter stated that
                                                  general advertisement or after learning                 communication to former customers a                    providing the educational
                                                  of the representative’s transfer from                   non-customized, FINRA-created                          communication within three business
                                                  another former customer as examples of                  educational communication that                         days was too late as many customers
                                                  transfers to the recruiting firm absent                 includes key information for the                       will make a determination to transfer
                                                  individualized contact.                                 customer to consider in making a                       assets prior to receiving the
                                                  Timing of Delivery of the Educational                   decision to transfer assets to a new firm.             communication.33
                                                  Communication                                           In addition, FINRA believes that to be                    The proposed rule change retains the
                                                                                                          effective, the proposed educational                    three business day period proposed in
                                                     FINRA also received comments                         communication should be accessible to                  the Notice 15–19 Proposal. The
                                                  regarding the timing of delivery of the                 the former customer at or shortly after                commenters who objected to the
                                                  educational communication. Some                         the time the first individualized contact              requirement to provide the
                                                  commenters supported requiring the                      is made by the recruiting firm or the                  communication not later than three
                                                  delivery of the educational                             representative.                                        business days after individualized
                                                  communication prior to the time that a                     Finally, for the reasons discussed in               contact generally supported instead
                                                  former customer decides to transfer                     more detail above, the proposed rule
                                                  assets to the recruiting firm to ensure                                                                        integrating the delivery of the
                                                                                                          change no longer mandates specific                     educational communication with an
                                                  that the former customer has sufficient                 disclosure of financial incentives
                                                  time to consider and respond to the                                                                            existing process (e.g., the account
                                                                                                          received by the representative. As such,               transfer approval documentation). As
                                                  information in the communication.28                     the suggestion to require that
                                                     However, several commenters                                                                                 discussed above, FINRA believes
                                                                                                          representatives disclose any                           requiring delivery of the communication
                                                  suggested that the requirement to                       recruitment-related compensation
                                                  deliver the educational communication                                                                          at first individualized contact is more
                                                                                                          received by the representative in writing              effective than delivering the
                                                  should be integrated into an existing                   at the time of the first individualized
                                                  process, such as including the                                                                                 communication at or prior to account
                                                                                                          contact with the former customer is                    opening because customers typically
                                                  communication with the account                          inconsistent with the approach in the
                                                  transfer approval documentation, so as                                                                         have already made the decision to
                                                                                                          proposed rule change to identify                       transfer assets by that point in the
                                                  to make implementation of the
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                                                                                                          important considerations for former                    process. FINRA believes that the three
                                                  requirement more cost effective and                     customers and prompt further inquiry to
                                                  efficient for members.29 One commenter                                                                         business day period gives a
                                                                                                          the extent any of those considerations                 representative sufficient time to inform
                                                    27 See
                                                                                                          are of concern or interest to the
                                                           CAI.
                                                    28 See Schwab and PIABA.
                                                                                                          customer. Moreover, the suggestion                       32 See SIFMA, FSR, CAI, Cambridge, Leaders

                                                    29 See SIFMA, FSR, FSI, CAI, Commonwealth,                                                                   Group, Lincoln, LPL, RJA, RJFS, Ameriprise, and
                                                                                                            30 See   Leaders Group.                              HD Vest.
                                                  Lincoln, LPL, Ameriprise, Wells Fargo, Janney, and
                                                  HD Vest.                                                  31 See   Edward Jones.                                 33 See Edward Jones.




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                                                  81596                    Federal Register / Vol. 80, No. 250 / Wednesday, December 30, 2015 / Notices

                                                  the recruiting firm of the former                       FINRA recognizes that tracking contacts                the transfer of his or her account to a
                                                  customers who have been contacted                       with former customers may be more                      new firm via bulk transfer, the customer
                                                  and, in turn, for the recruiting firm to                difficult as time passes from the date of              may be unable to maintain the assets in
                                                  send the educational communication to                   the representative’s hire or association.              the account at his or her current firm in
                                                  those former customers. FINRA                           In recognition of these factors, the                   their current form or the current firm
                                                  understands that firms frequently send                  proposed rule change provides that the                 may not be willing to service the
                                                  account opening documentation within                    delivery of the educational                            account as it has done so in the past. As
                                                  that time frame to customers that have                  communication shall apply for three                    such, the considerations set forth in the
                                                  indicated an interest in opening an                     months following the date the                          educational communication do not have
                                                  account.                                                representative begins employment or                    the same application in the context of a
                                                     One commenter stated that FINRA                      associates with the member. FINRA                      bulk transfer as they do when a
                                                  should clarify that the three business                  believes a three-month period will                     customer has a viable choice between
                                                  day period is for transmission of the                   effectively achieve the regulatory                     staying at his or her current firm with
                                                  educational communication by the                        objective while lessening the                          the same level of products and services
                                                  member and not for receipt of the                       operational and supervisory burdens on                 or transferring assets to the recruiting
                                                  communication by the customer.34                        firms.                                                 firm, with the attendant impacts.
                                                  Proposed Rule 2273(b)(1)(B) expressly                                                                             Similarly, a change of broker-dealer of
                                                  provides that the educational                           Requirement To Deliver Educational                     record for a customer’s account in the
                                                  communication must be ‘‘sent’’ within                   Communication in Certain Contexts                      application-way business context
                                                  three business days from oral contact or                   Commenters requested that FINRA                     typically does not present the same
                                                  with any other documentation sent to                    clarify the application of the Notice 15–              considerations for customers related to
                                                  the former customer related to                          19 Proposal to or provide an exemption                 costs, portability, and differences in
                                                  transferring assets to the member,                      for circumstances in which the                         products, services and fees between the
                                                  whichever is earlier.                                   representative is not individually                     firms as in circumstances where a
                                                                                                          recruited to transfer to a new firm (e.g.,             representative individually contacts a
                                                  Duration of Delivery Requirement
                                                                                                          when the representative transfers firms                former customer to transfer assets to a
                                                     The Notice 15–19 Proposal would                      as a result of a merger or acquisition).40             new firm.
                                                  have required the recruiting firm to                    For example, one commenter suggested                      In short, these circumstances do not
                                                  provide the educational communication                   that members should not be required to                 present the investor protection
                                                  to former customers for a period of six                 deliver the educational communication                  dimensions that the Notice 15–19
                                                  months following the date the                           to former customers with application-                  Proposal was intended to address. In
                                                  representative begins employment or                     way accounts held directly with a                      recognition of the different
                                                  associates with the member. The                                                                                considerations faced by customers
                                                                                                          product sponsor where the only change
                                                  proposal requested comment on                                                                                  whose accounts may be transferred via
                                                                                                          is a substitution of the member
                                                  whether a different time period should                                                                         bulk transfer or as a result of a change
                                                                                                          associated with the account.41
                                                  apply.                                                                                                         of broker-dealer of record, FINRA
                                                     Some commenters supported                            Similarly, one commenter suggested
                                                                                                          that the requirement to deliver the                    proposes to interpret the proposed rule
                                                  shortening the length of the applicable                                                                        change as not applying to circumstances
                                                  period as communications between a                      communication when there is only a
                                                                                                          change of broker-dealer of record and no               where a customer’s account is proposed
                                                  representative and former customers                                                                            to be transferred to a new firm via bulk
                                                  typically occur quickly following the                   costs to the former customer may cause
                                                                                                          customer confusion.42 One commenter                    transfer or due to a change of broker-
                                                  representative’s transfer to the recruiting                                                                    dealer of record. FINRA will read with
                                                  firm. For example, one commenter                        supported the inclusion of a statement
                                                                                                                                                                 interest comments regarding whether
                                                  indicated that six months was too long                  in the text of the proposed educational
                                                                                                                                                                 the educational communication should
                                                  of a period but did not offer an                        communication that in certain instances
                                                                                                                                                                 apply in such circumstances and the
                                                  alternative period.35 Another                           the decision to transfer firms was made
                                                                                                                                                                 impact of any exclusion from the rule
                                                  commenter proposed shortening the                       by the representative’s employer and
                                                                                                                                                                 for these circumstances.
                                                  period to 60 days.36 Another group of                   not by the representative.43
                                                  commenters proposed shortening the                         FINRA recognizes that a                             Supervisory and Operational Issues
                                                  period to 90 days.37 Other commenters                   representative may transfer to a new                     One commenter suggested that FINRA
                                                  supported extending the time period                     firm in circumstances where the                        state in the proposed rule or
                                                  beyond six months. Two commenters                       decision may not be completely                         supplementary material to the proposed
                                                  supported extending the period to one                   volitional (e.g., as a result of a merger              rule that appropriate supervisory
                                                  year.38 One commenter supported                         or acquisition or due to a firm going out              procedures to implement the
                                                  extending the period beyond six months                  of business). In such cases, depending                 educational delivery requirement would
                                                  but did not propose an end date.39                      on the facts and circumstances, the                    be deemed to exist if a member were to
                                                     Based on feedback from the industry,                 accounts of the representative’s                       mandate training, spot checks, and
                                                  FINRA believes that the representatives                 customers may be transferred to the new                certifications.45 This suggestion is
                                                  who individually contact former                         firm via bulk transfer, and, in some                   apparently based on a statement in the
                                                  customers to transfer assets typically do               cases, customers may receive only a                    Notice 15–19 Proposal that, in
                                                  so soon after being hired or associating                negative response letter regarding the                 supervising the educational
                                                  with the recruiting firm. In addition,                  transfer of their accounts to a new
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                                                                                                                                                                 communication requirement, FINRA
                                                                                                          firm.44 While a customer may object to                 believes that firms can implement a
                                                    34 See CAI.
                                                                                                            40 See
                                                                                                                                                                 system reasonably designed to achieve
                                                    35 See Cambridge.                                              SIFMA and FSI.
                                                    36 See HD Vest.                                         41 See HD Vest.
                                                                                                                                                                 compliance with the Notice 15–19
                                                    37 See SIFMA, Commonwealth, RJA, RJFS, Wells            42 See Leaders Group.                                Proposal by using training, spot checks,
                                                  Fargo, and Janney.                                        43 See LPL.                                          certifications, or other measures.
                                                    38 See Schwab and PIABA.                                44 See, e.g., Regulatory Notice 02–57 (Sept. 2002)
                                                    39 See Burns.                                         and Regulatory Notice 15–22 (June 2015).                45 See   CAI.



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                                                                           Federal Register / Vol. 80, No. 250 / Wednesday, December 30, 2015 / Notices                                                  81597

                                                  Training, spot checks, and certifications               Notice 15–19 Proposal would present                   Focus of the Educational
                                                  were used as examples of approaches                     considerable costs to firms.                          Communication
                                                  that might be included in a supervisory                    FINRA believes that the investor                      Some commenters indicated that the
                                                  system reasonably designed to achieve                   protection benefits of providing the                  proposed educational communication is
                                                  compliance with the proposed rule.                      important information contained in the                too focused on conflicts of interest that
                                                  However, because firms vary in size,                    educational communication to former                   may be created by the financial
                                                  scope of business and client base,                      customers to inform their decision                    incentives received by a representative
                                                  FINRA declines to suggest a one-size-                   whether to transfer assets to their                   for transferring firms.51 Some
                                                  fits-all supervisory system to achieve                  representative’s new firm are reasonably              commenters stated that the proposed
                                                  compliance with the educational                         aligned with any costs that may arise                 educational communication puts
                                                  communication requirement.                              under the proposed rule change.                       transferring representatives at a
                                                     One commenter supported revising                                                                           disadvantage and may interject a false
                                                                                                          Customer Affirmation
                                                  the Notice 15–19 Proposal to expressly                                                                        sense of distrust between former
                                                  include supervisory procedures for                         The Notice 15–19 Proposal requested
                                                                                                          comment on whether the proposed rule                  customers and transferring
                                                  members to adopt to implement the                                                                             representatives.52 One commenter
                                                  requirement.46 FINRA notes that FINRA                   should include a requirement that a
                                                                                                          customer affirm receipt of the                        stated that the educational
                                                  Rule 3110 already requires that                                                                               communication runs the risk of creating
                                                  members have in place supervisory                       educational communication at or before
                                                                                                          account opening at the recruiting firm.               unnecessary customer confusion or
                                                  procedures reasonably designed to                                                                             alarm, as former customers may believe
                                                  achieve compliance with FINRA rules.                    Some commenters did not support
                                                                                                          requiring customer affirmation of the                 that it is their responsibility to police
                                                  As such, FINRA is not including a                                                                             costs and suitability.53
                                                  specific requirement within the                         receipt of the educational
                                                                                                                                                                   FINRA recognizes the business
                                                  proposed rule change requiring                          communication.49 Other commenters
                                                                                                                                                                rationales for offering financial
                                                  members to adopt specific supervisory                   supported requiring customer
                                                                                                                                                                incentives and transition assistance to
                                                  procedures.                                             affirmation of the receipt of the
                                                                                                                                                                recruit experienced representatives and
                                                     Some commenters stated that, even if                 educational communication.50
                                                                                                             While some firms may elect to                      seeks neither to encourage nor
                                                  effective supervisory procedures existed                                                                      discourage the practice with the
                                                  for the educational communication                       include a customer affirmation
                                                                                                          requirement as part of their supervisory              proposed rule change. The proposed
                                                  requirement, the training,                                                                                    rule change is intended to highlight a
                                                  implementation, and maintenance of                      controls in implementing the proposed
                                                                                                                                                                broad range of potential implications of
                                                  supervisory controls related to the                     rule change, the proposed rule change
                                                                                                                                                                transferring assets to the recruiting firm,
                                                  Notice 15–19 Proposal would present                     does not incorporate a customer
                                                                                                                                                                and customers can engage in further
                                                  considerable costs to firms.47                          affirmation requirement. FINRA
                                                                                                                                                                conversations with the recruiting firm or
                                                  Commenters also stated that, in order to                believes that the requirements to
                                                                                                                                                                their representative in areas of personal
                                                  demonstrate compliance with the Notice                  provide the educational communication
                                                                                                                                                                concern or interest. While the proposed
                                                  15–19 Proposal, members would need to                   at the time of first individualized
                                                                                                                                                                educational communication notes that a
                                                  keep records related to former                          contact with a former customer, to
                                                                                                                                                                former customer may wish to consider
                                                  customers who have been contacted by                    follow up in writing if such contact is
                                                                                                                                                                whether financial incentives received by
                                                  the member or representative but who                    oral, and to deliver the disclosures with
                                                                                                                                                                the representative may create a conflict
                                                  have not yet opened an account with the                 the account transfer approval                         of interest, it is not particularly focused
                                                  recruiting firm and that such a                         documentation when no individual                      on that consideration. The educational
                                                  recordkeeping system would result in                    contact is made, will ensure that former              communication also notes that the
                                                  costs to the recruiting firm.48                         customers receive and have an                         former customer may wish to consider
                                                     FINRA does not believe that the                      opportunity to review the information                 whether: (1) Assets may not be directly
                                                  training, implementation, and                           in the proposed educational                           transferrable to the recruiting firm and
                                                  maintenance of supervisory controls                     communication before they decide to                   as a result the customer may incur costs
                                                  related to the proposed rule change (as                 transfer assets to a recruiting firm.                 to liquidate and move those assets or
                                                  reflected in the Notice 15–19 Proposal)                 Furthermore, FINRA wishes to avoid                    account maintenance fees to leave them
                                                  impose an unreasonable burden on                        adding an additional requirement to the               with his or her current firm; (2)
                                                  members. Members already are                            proposed rule that may impede the                     potential costs related to transferring
                                                  obligated to supervise representatives’                 timely transfer of customer assets                    assets to the recruiting firm, including
                                                  communications with customers and                       between members.                                      differences in the pricing structure and
                                                  have flexibility to design their                           At this time, FINRA does not believe               fees imposed between the customer’s
                                                  supervisory systems. FINRA does not                     that a customer affirmation is necessary              current firm and the recruiting firm; and
                                                  believe that requiring a member to                      to accomplish the goals of the proposed               (3) differences in products and services
                                                  maintain a record of former customers                   rule change. FINRA will assess the                    between the customer’s current firm and
                                                  contacted by the member, directly or                    effectiveness of the educational                      the recruiting firm. The educational
                                                  through the representative, and to                      communication requirement without a                   communication is intended to prompt a
                                                  deliver the required educational                        customer affirmation requirement                      former customer to make further
                                                  communication would appreciably                         following implementation of the                       inquiries of the transferring
                                                  increase the existing burden on firms.                  proposed rule. If FINRA finds that the                representative (and, if necessary, the
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                                                  As noted above, commenters did not                      proposed educational communication                    customer’s current firm). Furthermore,
                                                  provide specific data or other support                  alone is not attracting the attention of              to the extent that the former customer is
                                                  for their contention that establishing                  customers to influence their decision-                unsure about whether the information
                                                  supervisory controls related to the                     making process, then it will reconsider
                                                                                                          a customer affirmation requirement.                     51 See RJA, RJFS and NAIFA.
                                                    46 See PIABA.                                                                                                 52 See Cambridge, Steiner & Libo, CLM Ventura,
                                                    47 See RJA, RJFS, and HD Vest.                          49 Id.                                              Lax & Neville and Janney.
                                                    48 See Cambridge and HD Vest.                           50 See   PIABA, NAIFA, and Burns.                     53 See Cambridge.




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                                                  81598                       Federal Register / Vol. 80, No. 250 / Wednesday, December 30, 2015 / Notices

                                                  in the educational communication is                       unaware of and that would be                          strikes an appropriate balance between
                                                  applicable to his or her account, FINRA                   meaningful in making a decision                       brevity and providing clear and useful
                                                  believes that it is reasonable to expect                  whether to transfer assets to the                     information to former customers.
                                                  the representative and the customer’s                     representative’s new firm. FINRA                         Some commenters supported
                                                  current firm to discuss the information                   believes that potential conflicts of                  replacing the term ‘‘broker’’ in the
                                                  and the customer’s assets and account                     interest, portability, costs, including               educational communication with a
                                                  with the customer.                                        differences in the pricing structure and              different, more ‘‘modern’’ term (e.g.,
                                                     One commenter stated that before                       fees and tax implications due to                      registered representative, registered
                                                  imposing the educational                                  liquidation of assets, and differences in             person, financial advisor, or advisor).59
                                                  communication requirement, FINRA                          products and services are material to                 FINRA believes ‘‘broker’’ is a commonly
                                                  should establish that a real or potential                 many former customers’ decision                       understood generic term for a registered
                                                  conflict of interest exists in every                      whether to transfer assets.57 FINRA also              representative. It is used in the
                                                  transaction and that there is evidence of                 believes that the educational                         proposed educational communication
                                                  systemic problems with the account                        communication may encourage                           for readability and brevity purposes,
                                                  transfer process or the current                           customers to explore the potential cost               which FINRA believes is important to
                                                  disclosure regime to justify the costs                    of transferring assets, including the fees            encourage customers to read the
                                                  associated with the proposed rule                         charged by the prior firm. However, if                document. FINRA notes that the NYSE
                                                  change.54 FINRA disagrees with the                        these considerations are not material to              Communication also uses the term
                                                  commenter’s premise. FINRA has                            a customer’s decision whether to                      ‘‘broker.’’
                                                  identified an important investor                          transfer assets to the recruiting firm, the
                                                  protection objective (i.e., that former                                                                         Application to the Former Customer’s
                                                                                                            customer may disregard them.
                                                  customers should be made aware of                            FINRA also notes that the Protocol                 Current Firm
                                                  material information to make an                           governs the employment transitions of                    The proposed rule change (as
                                                  informed decision about transferring                      representatives of signatory firms—such               reflected in the Notice 15–19 Proposal)
                                                  assets where there may be conflict, cost,                 as what information is categorized as                 would impose the requirement to
                                                  and product and service implications).                    confidential and is restricted from being             deliver the educational communication
                                                  Furthermore, as discussed above,                          moved from one firm to the other—and                  on the recruiting firm only. One
                                                  FINRA tested the educational                              does not address the issues that are                  commenter to the Notice 15–19 Proposal
                                                  communication with a diverse group of                     highlighted in the proposed                           supported requiring a former customer’s
                                                  retail investors, who indicated that the                  communication (e.g., the Protocol                     current firm to deliver the
                                                  educational communication effectively                     would not require a representative to                 communication, if the current firm
                                                  conveyed important and useful                             discuss differences in products and                   attempts to induce the former customer
                                                  information. There is no basis to require                 services between firms with a customer                to stay at his or her current firm.60 This
                                                  that FINRA establish that a real or                       who is considering transferring firms).               commenter also supported revising the
                                                  potential conflict of interest exists in                  As such, FINRA believes that the                      substance of the proposed educational
                                                  ‘‘every’’ transaction or that there are                   Protocol’s focus on employment                        communication to include questions
                                                  systemic problems with the account                        transitions is easily distinguishable from            that a former customer might consider if
                                                  transfer process or the current                           the intention of the proposed                         the current firm is soliciting the former
                                                  disclosure regime in order to                             educational communication in                          customer to stay at the current firm.61
                                                  promulgate an informed decision rule or                   educating former customers.                           Similarly, some commenters suggested
                                                  any other type of rule.                                      With respect to how existing FINRA                 revising the substance of the proposed
                                                     This commenter also stated that the                    rules protect former customers from                   educational communication to address
                                                  discussions of investor testing of, and                   harm, there is no current rule that                   incentives that the current firm may
                                                  the economic impact assessment for, the                   requires representatives to inform                    offer the customer to stay with the
                                                  proposed educational communication in                     former customers in a timely manner of                current firm 62 or incentives that
                                                  the Notice 15–19 Proposal were                            the potential implications of transferring            employees of the current firm may
                                                  insufficient as they failed to address: (1)               assets, so as to allow them to make an                receive to retain the customer.63
                                                  Whether any of the information in the                     informed decision that may have cost                     With the proposed rule change,
                                                  communication is material to a former                     and service implications, among others.               FINRA is focused on providing
                                                  customer’s decision to transfer assets to                 FINRA believes that the proposed rule                 customers impactful information to
                                                  the recruiting firm; (2) how the                          change is easily distinguishable from                 consider when deciding whether to
                                                  Protocol 55 may or may not address the                    and serves a different purpose than                   transfer assets to a representative’s new
                                                  issues that the Notice 15–19 Proposal is                  other currently existing FINRA rules.                 firm, where cost and portability issues
                                                  trying to address; and (3) how existing                                                                         are most likely to arise and where
                                                  FINRA rules protect former customers                      Length of and Terms in the Educational                certain potential conflicts (e.g., financial
                                                  from harm.56                                              Communication                                         incentives to attract new assets) are
                                                     As discussed above, FINRA tested the                     Some commenters suggested that the                  more pronounced. The proposed
                                                  educational communication with a                          proposed educational communication                    educational communication is intended
                                                  diverse group of retail investors, who                    should be streamlined to reduce its                   to prompt the customer to ask questions
                                                  indicated that the educational                            length.58 FINRA believes that the                     of his or her representative and, if
                                                  communication effectively conveyed                        proposed educational communication                    necessary, current firm. While the
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                                                  important and useful information.                                                                               proposed rule change would not require
                                                  Investors also indicated that the                            57 FINRA notes that the New York Stock
                                                                                                                                                                  the current firm to provide the
                                                  communication identified issues to                        Exchange has published a similar educational
                                                                                                            communication entitled ‘‘If Your Broker Changes
                                                  consider that they had previously been                    Firms, What Do You Do?’’ (‘‘NYSE
                                                                                                                                                                    59 See   SIFMA, Ameriprise, and Janney.
                                                                                                                                                                    60 See   Lincoln.
                                                                                                            Communication’’) that also highlights these
                                                    54 See   Lax & Neville.                                                                                         61 Id.
                                                                                                            considerations for investors who are considering
                                                    55 See   supra note 5.                                  transferring assets to a representative’s new firm.     62 See   CLM Ventura, Lax & Neville and Janney.
                                                    56 Id.                                                     58 See Leaders Group and NAIFA.                      63 See   PIABA.



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                                                                           Federal Register / Vol. 80, No. 250 / Wednesday, December 30, 2015 / Notices                                                  81599

                                                  educational communication to a                          regulations because it does not require               experience in dealing with these types
                                                  customer, the proposed educational                      the disclosure of any information                     of conversations.
                                                  communication does note that ‘‘some                     related to non-public customer personal                  One commenter stated that the
                                                  firms pay financial incentives to retain                information. With respect to                          discussions of investor testing of, and
                                                  brokers or customers.’’ Furthermore,                    commenters’ concerns regarding non-                   the economic impact assessment for, the
                                                  FINRA notes that requiring the current                  compete agreements and the                            proposed educational communication in
                                                  firm to also provide the educational                    prohibitions in Regulation S–P, FINRA                 the Notice 15–19 Proposal were
                                                  communication to a customer whose                       notes that the proposed rule change is                insufficient as they failed to address
                                                  representative has transferred to a new                 not intended to impact any contractual                costs that may be associated with
                                                  firm would result in the customer                       agreement between a representative and
                                                  receiving multiple copies of the same                                                                         potential increased litigation related to
                                                                                                          his or her former firm or new firm and
                                                  communication.                                                                                                delivery of the educational
                                                                                                          does not require members to disclose
                                                                                                                                                                communication being seen as
                                                  Contractual and Legal Considerations                    information in a manner inconsistent
                                                                                                                                                                impermissible solicitation of former
                                                                                                          with Regulation S–P.70 The proposed
                                                     One commenter suggested adding                                                                             customers or some other contractual or
                                                                                                          rule change assumes that recruiting
                                                  supplementary material to the Notice                    firms and representatives will act in                 legal violation.74 As noted above,
                                                  15–19 Proposal clarifying that the                      accordance with the contractual                       FINRA does not believe the proposed
                                                  proposed rule would not excuse                          obligations established in employment                 rule change would, and does not intend
                                                  compliance with applicable privacy,                     contracts, state law, and, if applicable,             the proposed rule change to: (1) Impact
                                                  trade secret, or contractual obligations.               the Protocol.71 For example, FINRA                    any contractual agreement between a
                                                  Some commenters indicated that                          does not intend for the provision of the              representative and his or her former
                                                  delivery of the proposed educational                    educational communication to have any                 firm or new firm; or (2) require members
                                                  communication could be seen as                          relevance to a determination of whether               to disclose information in a manner
                                                  evidence that a representative solicited                a representative impermissibly solicited              inconsistent with Regulation S–P. As
                                                  former customers in violation of                        a former customer in breach of a                      noted above, to the extent that a firm
                                                  contractual restrictions and, as a result,              contractual obligation.                               brings a legal challenge against a
                                                  be used as evidence in litigation.64                                                                          representative or his or her new firm,
                                                  Other commenters recommended that                          Some commenters indicated that, due
                                                                                                                                                                FINRA does not intend for the delivery
                                                  FINRA clarify that the proposed rule                    to privacy agreements or Regulation S–
                                                                                                                                                                of the educational communication
                                                  would govern only the educational                       P, representatives may not have
                                                                                                                                                                pursuant to the proposed rule change to
                                                  communication requirement and should                    information available to answer
                                                                                                                                                                have any relevance to determine
                                                  not be used as evidence for any other                   customer inquiries prompted by the
                                                                                                          educational communication.72 One                      whether or not a representative or the
                                                  purpose, including that a former                                                                              new firm has engaged in improper
                                                  customer was improperly solicited.65                    commenter indicated that FINRA
                                                                                                          should provide guidance that it is                    solicitation of former customers or has
                                                  One commenter suggested that FINRA                                                                            committed some other contractual or
                                                  state that the proposed rule would not                  permissible for a representative to
                                                                                                          inform a former customer that specific                legal violation. Further, the information
                                                  affect the ability of firms to use
                                                                                                          information may not be available to                   contained in the educational
                                                  employment agreements to prevent
                                                                                                          answer the former customer’s question                 communication is generic, making no
                                                  representatives from taking customer
                                                                                                          unless the former customer provides his               reference to any firm or registered
                                                  information.66
                                                     One commenter suggested that FINRA                   or her account information to the                     representative, and comparable to other
                                                  confirm that the proposed rule does not                 representative.73 To the extent that a                public information that may be shared,
                                                  require or create a presumption in favor                representative or member does not have                such as a news article. As such, FINRA
                                                  of a member sharing a former customer’s                 access to information so as to be able to             believes that the educational
                                                  information with a transferring                         answer a customer’s inquiry, FINRA                    communication provides no unique
                                                  representative or the recruiting firm.67                believes that it is reasonable to expect              information intended to encourage or
                                                  One commenter stated that FINRA                         the representative or member to explain               discourage transfer of assets.
                                                  should clarify: (1) How members are                     the situation to the customer and detail              Exemptions
                                                  supposed to comply with Regulation S–                   any information that is needed in order
                                                  P; and (2) that the proposed rule change                to answer the inquiry. FINRA believes                    Some commenters to the Notice 15–19
                                                  would supersede any private                             that such a conversation may occur in                 Proposal proposed creating a de
                                                  contractual restriction on                              different contexts outside the scope of               minimis exemption from the
                                                  representatives taking customer                         the proposed rule change (e.g., when a                requirement to deliver the educational
                                                  information.68 Another commenter                        customer asks his or her representative               communication if the representative has
                                                  supported a code of conduct                             a question regarding a retirement                     received or will receive less than
                                                  requirement for member responses to                     account or college savings account held               $100,000 of either aggregate upfront
                                                  customer inquiries prompted by the                      outside the representative’s firm) and                payments or aggregate potential future
                                                  educational communication to avoid                      that representatives and members have                 payments in connection with
                                                  confusion or litigation.69                                                                                    transferring to the recruiting firm.75 One
                                                     FINRA does not agree that the                          70 See 17 CFR 248.15(a)(7)(i).                      commenter proposed creating a de
                                                  proposed rule change would encourage                      71 As noted above, the Protocol permits             minimis exemption for members: (1)
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                                                  violations of federal or state privacy                  representatives of firms that have signed the
                                                                                                          Protocol to take client names, addresses, phone       With 150 or fewer representatives; (2)
                                                    64 See
                                                                                                          numbers, email addresses, and account title           with no proprietary products in
                                                           Cambridge and LPL.                             information when they change firms, provided they
                                                    65 See SIFMA and HD Vest.
                                                                                                                                                                customer accounts; and (3) offering
                                                                                                          leave a copy of this information, including account
                                                    66 See Schwab.
                                                                                                          numbers, with their branch manager when they
                                                                                                                                                                $50,000 or less to representatives in
                                                    67 See Edward Jones.                                  resign. See supra note 5.
                                                    68 See HD Vest.                                         72 See RJA, RJFS, and HD Vest.                        74 See   Lax & Neville.
                                                    69 See Lax & Neville.                                   73 See Burns.                                         75 See   SIFMA, Schwab, and HD Vest.



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                                                  81600                    Federal Register / Vol. 80, No. 250 / Wednesday, December 30, 2015 / Notices

                                                  connection with transferring to the                     FINRA does not intend to create an                    the representative’s previous firm and
                                                  member.76                                               exception from the requirement to                     would not include a customer account
                                                     The proposed rule change does not                    deliver the educational communication.                that meets the definition of an
                                                  include a de minimis exemption. Unlike                     One commenter suggested creating an                institutional account pursuant to FINRA
                                                  the Rule 2243 Proposal, the proposed                    exemption from the requirement to                     Rule 4512(c) other than accounts held
                                                  rule change would not require the                       deliver the educational communication                 by any natural person. FINRA believes
                                                  calculation and disclosure of ranges of                 for independent contractor model firms                that former customers that a member or
                                                  recruitment-related compensation that                   where, as stated by the commenter, the                representative individually contacts to
                                                  have been or will be received by a                      customers are not viewed as being                     transfer assets to a new firm are most
                                                  transferring representative. Rather, the                ‘‘own[ed]’’ by the firm.78 FINRA                      impacted in recruitment situations
                                                  proposed educational communication                      believes that the potential implications              because they have already developed a
                                                  would highlight issues beyond potential                 of transferring assets to a recruiting firm           relationship with the representative and
                                                  conflicts of interest that may be created               highlighted in the communication are                  because their assets may be both the
                                                  by the receipt of financial incentives,                 equally relevant to customers whose                   basis for the representative’s
                                                  including issues related to portability,                representatives are associated with                   recruitment compensation and subject
                                                  costs, including differences in the                     independent contractor model firms.                   to potential costs and changes if the
                                                  pricing structure and fees and tax                      Accordingly, FINRA declines to create                 customer decides to move those assets
                                                  implications due to liquidation of                      an exemption from the requirement to                  to the recruiting firm. FINRA did not
                                                  assets, and differences in products and                 deliver the educational communication                 extend the application of the proposed
                                                  services. As such, an exemption based                   for independent contractor model firms.               rule to non-natural person institutional
                                                  on the amount of financial incentives                                                                         accounts because it believes that such
                                                  paid to the representative would                        Impact on Larger Firms
                                                                                                                                                                accounts are more sophisticated in their
                                                  deprive former customers of the other                     Two commenters stated that the                      dealings with representatives and that
                                                  important considerations. Given its                     Notice 15–19 Proposal would have a                    the proposed educational
                                                  scope and requirements, FINRA does                      disparate impact on larger firms that are             communication would not have as
                                                  not believe that a de minimis exemption                 more likely to attract representatives                significant an impact on their decision
                                                  is appropriate for the proposed rule                    with a significant number of                          whether to transfer assets to a new firm.
                                                  change.                                                 customers.79 FINRA notes that while
                                                     Furthermore, a de minimis exemption                  larger firms may be more likely have                  FINRA-Created Educational
                                                  would reintroduce the requirement that                  representatives with a significant                    Communication
                                                  a recruiting firm calculate the                         number of customers, larger firms also                   One commenter supported the use of
                                                  representative’s current and future                     typically have greater resources as a                 a FINRA-created educational
                                                  recruitment-related compensation in                     result of a large client base. Due to these           communication in lieu of a member-
                                                  order to determine whether the de                       greater resources, FINRA believes that                created communication.83 Other
                                                  minimis exemption would be available.                   the proposed rule change does not                     commenters supported permitting
                                                  Commenters to the Rule 2243 Proposal                    create an unfair burden for large firms.              members to alter the educational
                                                  cited several operational challenges to                                                                       communication to more closely
                                                  the requirement to calculate                            Application to Former Customers                       correspond with each member’s specific
                                                  recruitment-related compensation.                          The Notice 15–19 Proposal requested                situation.84 One commenter supported
                                                     One commenter proposed creating an                   comment on whether the proposal                       permitting the educational
                                                  exemption from the requirement to                       should apply beyond former customers                  communication to be integrated into a
                                                  deliver the educational communication                   to all customers recruited by the                     member’s individualized account
                                                  if none of the issues identified in the                 transferring representative during the                transfer process provided that the
                                                  communication are applicable to the                     six months after transfer. Some                       timing requirements of the proposed
                                                  representative’s association with the                   commenters did not support expanding                  rule are satisfied and that the content is
                                                  recruiting firm.77 FINRA believes that                  the proposed rule to apply beyond                     substantially similar to the content in
                                                  such an exemption would present                         former customers as defined in the                    the FINRA-created communication.85
                                                  implementation challenges for members                   proposal.80 One commenter supported                      To facilitate members providing the
                                                  as recruiting firms and representatives                 expanding the requirement to apply to                 educational communication at a
                                                  may be unable to determine that none                    all customers of a representative, not                relatively low cost and without
                                                  of the issues identified in the                         just former customers.81 Another                      significant administrative burden,
                                                  communication are applicable to the                     commenter supported expanding the                     FINRA has developed an educational
                                                  transferring representative or former                   requirement to apply beyond former                    communication for members to use to
                                                  customer prior to delivering the                        customers, if the educational                         satisfy the requirements of the proposed
                                                  educational communication to the                        communication delivery requirement                    rule change. To ensure that former
                                                  former customer. Fundamentally,                         was integrated into the account transfer              customers receive uniform information
                                                  FINRA does not believe circumstances                    documentation process.82                              and to ease implementation of the
                                                  are likely to exist where none of the                      The proposed rule change would                     proposed rule change, FINRA does not
                                                  considerations identified in the                        apply to customers that meet the                      propose to permit members to revise the
                                                  educational communication are                           definition of a ‘‘former customer’’ under             communication or integrate the
                                                  applicable to the representative’s                      the proposed rule. This would include                 communication into other documents.
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                                                  association with the recruiting firm.                   any customer that had a securities
                                                  Accordingly, except as discussed above                                                                        Reporting to FINRA
                                                                                                          account assigned to a representative at
                                                  with respect to bulk transfers and                                                                              The proposed rule change would not
                                                  changes in the broker-dealer of record in                 78 See American Investors Co.                       require a member to report to FINRA
                                                  the application-way business context,                     79 See RJA and RJFS.
                                                                                                            80 See Cambridge, NAIFA, and HD Vest.                 83 See Ameriprise.
                                                    76 See Buckman.                                         81 See PIABA.                                         84 See SIFMA and HD Vest.
                                                    77 See CAI.                                             82 See FSI.                                           85 See CAI.




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                                                                             Federal Register / Vol. 80, No. 250 / Wednesday, December 30, 2015 / Notices                                                   81601

                                                  significant increases in compensation                     (A) By order approve or disapprove                    For the Commission, by the Division of
                                                  paid to a representative that has former                such proposed rule change, or                         Trading and Markets, pursuant to delegated
                                                  customers at the beginning of the                         (B) institute proceedings to determine              authority.88
                                                  employment or association of the                        whether the proposed rule change                      Brent J. Fields,
                                                  representative with the member. One                     should be disapproved.                                Secretary.
                                                  commenter to the Notice 15–19 Proposal                                                                        [FR Doc. 2015–32816 Filed 12–29–15; 8:45 am]
                                                                                                          IV. Solicitation of Comments
                                                  stated that it supported FINRA                                                                                BILLING CODE 8011–01–P
                                                  removing the reporting obligation that                    Interested persons are invited to
                                                  was included in the Rule 2243                           submit written data, views and
                                                  Proposal.86 Consistent with the Notice                  arguments concerning the foregoing,                   SECURITIES AND EXCHANGE
                                                  15–19 Proposal, the proposed rule                       including whether the proposed rule                   COMMISSION
                                                  change does not include a reporting                     change is consistent with the Act.
                                                  obligation. However, FINRA will                         Comments may be submitted by any of
                                                                                                                                                                [Release No. 34–76771; File No. SR–BX–
                                                  include potential customer harm                         the following methods:
                                                                                                                                                                2015–082]
                                                  resulting from recruitment                              Electronic Comments
                                                  compensation as part of its broader                                                                           Self-Regulatory Organizations;
                                                  conflicts management review.                              • Use the Commission’s Internet                     NASDAQ OMX BX, Inc.; Notice of Filing
                                                                                                          comment form (http://www.sec.gov/                     and Immediate Effectiveness of
                                                  Treatment of Dual-Hatted Persons                        rules/sro.shtml); or                                  Proposed Rule Change Regarding
                                                     One commenter to the Notice 15–19                      • Send an email to rule-comments@                   NASDAQ Last Sale Plus
                                                  Proposal suggested adding                               sec.gov. Please include File Number SR–
                                                  supplementary material to the proposed                  FINRA–2015–057 on the subject line.                   December 24, 2015.
                                                  rule to address scenarios where a                       Paper Comments                                           Pursuant to Section 19(b)(1) of the
                                                  representative dually registered as an                                                                        Securities Exchange Act of 1934
                                                  investment adviser representative and                      • Send paper comments in triplicate
                                                                                                          to Robert W. Errett, Deputy Secretary,                (‘‘Act’’),1 and Rule 19b–4 thereunder,2
                                                  broker-dealer representative transfers to                                                                     notice is hereby given that on December
                                                  a recruiting firm (e.g., that delivery of               Securities and Exchange Commission,
                                                                                                          100 F Street NE., Washington, DC                      14, 2015, NASDAQ OMX BX, Inc. (‘‘BX’’
                                                  the communication may not be required                                                                         or ‘‘Exchange’’) filed with the Securities
                                                  if the representative served as an                      20549–1090.
                                                                                                                                                                and Exchange Commission (‘‘SEC’’ or
                                                  investment adviser representative and                   All submissions should refer to File                  ‘‘Commission’’) the proposed rule
                                                  will be associated in the same capacity                 Number SR–FINRA–2015–057. This file                   change as described in Items I and II,
                                                  at the recruiting firm).87                              number should be included on the                      below, which Items have been prepared
                                                     The proposed rule change would                       subject line if email is used. To help the            by the Exchange. The Commission is
                                                  apply to any registered person that                     Commission process and review your                    publishing this notice to solicit
                                                  transfers to a member and individually                  comments more efficiently, please use                 comments on the proposed rule change
                                                  contacts a former customer (i.e., a                     only one method. The Commission will                  from interested persons.
                                                  customer that had a securities account                  post all comments on the Commission’s
                                                  assigned to the registered person at the                Internet Web site (http://www.sec.gov/                I. Self-Regulatory Organization’s
                                                  registered person’s previous firm)                      rules/sro.shtml). Copies of the                       Statement of the Terms of Substance of
                                                  regarding transferring assets to the firm.              submission, all subsequent                            the Proposed Rule Change
                                                  The proposed rule change would apply                    amendments, all written statements
                                                                                                          with respect to the proposed rule                        The Exchange proposes to amend BX
                                                  to a registered person dually registered                                                                      Rule 7039 (BX Last Sale and NASDAQ
                                                  as an investment adviser and broker-                    change that are filed with the
                                                                                                          Commission, and all written                           Last Sale Plus Data Feeds) with
                                                  dealer who associates with a member                                                                           language regarding NASDAQ Last Sale
                                                  firm in both an investment advisory and                 communications relating to the
                                                                                                          proposed rule change between the                      (‘‘NLS’’) Plus (‘‘NLS Plus’’), a
                                                  broker-dealer capacity. The proposed                                                                          comprehensive data feed offered by
                                                  rule change would not apply if the                      Commission and any person, other than
                                                                                                          those that may be withheld from the                   NASDAQ OMX Information LLC 3 that
                                                  registered person transferred to a non-                                                                       allows data distributors to access the
                                                  member firm or associated with a                        public in accordance with the
                                                                                                          provisions of 5 U.S.C. 552, will be                   three last sale products offered by each
                                                  member firm only as an investment                                                                             of Nasdaq, Inc.’s three U.S. equity
                                                  adviser representative.                                 available for Web site viewing and
                                                                                                          printing in the Commission’s Public
                                                  III. Date of Effectiveness of the                       Reference Room, 100 F Street NE.,
                                                                                                                                                                  88 17  CFR 200.30–3(a)(12).
                                                  Proposed Rule Change and Timing for                     Washington, DC 20549, on official
                                                                                                                                                                  1 15  U.S.C. 78s(b)(1).
                                                                                                                                                                   2 17 CFR 240.19b–4.
                                                  Commission Action                                       business days between the hours of                       3 NASDAQ OMX Information LLC is a subsidiary

                                                     Within 45 days of the date of                        10:00 a.m. and 3:00 p.m. Copies of such               of Nasdaq, Inc. (formerly, The NASDAQ OMX
                                                  publication of this notice in the Federal               filing also will be available for                     Group, Inc.), separate and apart from The NASDAQ
                                                                                                          inspection and copying at the principal               Stock Market LLC. The primary purpose of
                                                  Register or within such longer period:                                                                        NASDAQ OMX Information LLC is to combine
                                                  (i) As the Commission may designate up                  office of FINRA. All comments received                publicly available data from the three filed last sale
                                                  to 90 days of such date if it finds such                will be posted without change; the                    products of the exchange subsidiaries of Nasdaq,
                                                                                                          Commission does not edit personal                     Inc. and from the network processors for the ease
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                                                  longer period to be appropriate and
                                                                                                          identifying information from                          and convenience of market data users and vendors,
                                                  publishes its reasons for so finding or                                                                       and ultimately the investing public. In that role, the
                                                  (ii) as to which the self-regulatory                    submissions. You should submit only                   function of NASDAQ OMX Information LLC is
                                                  organization consents, the Commission                   information that you wish to make                     analogous to that of other market data vendors, and
                                                  will:                                                   available publicly. All submissions                   it has no competitive advantage over other market
                                                                                                          should refer to File Number SR–FINRA–                 data vendors; NASDAQ OMX Information LLC
                                                                                                                                                                performs precisely the same functions as
                                                    86 See   Commonwealth.                                2015–057 and should be submitted on                   Bloomberg, Thomson Reuters, and other market
                                                    87 See   SIFMA.                                       or before January 20, 2016.                           data vendors.



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Document Created: 2015-12-30 03:16:36
Document Modified: 2015-12-30 03:16:36
CategoryRegulatory Information
CollectionFederal Register
sudoc ClassAE 2.7:
GS 4.107:
AE 2.106:
PublisherOffice of the Federal Register, National Archives and Records Administration
SectionNotices
FR Citation80 FR 81590 

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