81_FR_17573 81 FR 17513 - Self-Regulatory Organizations; Financial Industry Regulatory Authority, Inc.; Order Approving Proposed Rule Change to Adopt FINRA Rule 2273 (Educational Communication Related to Recruitment Practices and Account Transfers)

81 FR 17513 - Self-Regulatory Organizations; Financial Industry Regulatory Authority, Inc.; Order Approving Proposed Rule Change to Adopt FINRA Rule 2273 (Educational Communication Related to Recruitment Practices and Account Transfers)

SECURITIES AND EXCHANGE COMMISSION

Federal Register Volume 81, Issue 60 (March 29, 2016)

Page Range17513-17520
FR Document2016-06995

Federal Register, Volume 81 Issue 60 (Tuesday, March 29, 2016)
[Federal Register Volume 81, Number 60 (Tuesday, March 29, 2016)]
[Notices]
[Pages 17513-17520]
From the Federal Register Online  [www.thefederalregister.org]
[FR Doc No: 2016-06995]


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SECURITIES AND EXCHANGE COMMISSION

[Release No. 34-77430; File No. SR-FINRA-2015-057]


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

March 23, 2016.

I. Introduction

    On December 16, 2015, Financial Industry Regulatory Authority, Inc. 
(``FINRA'') filed with the Securities and Exchange Commission (``SEC'' 
or ``Commission''), pursuant to section 19(b)(1) of the Securities 
Exchange Act of 1934 (``Exchange Act'') \1\ and Rule 19b-4 
thereunder,\2\ a proposed rule change 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.
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    \1\ 15 U.S.C. 78s(b)(1).
    \2\ 17 CFR 240.19b-4.
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    The proposed rule change was published for comment in the Federal 
Register on December 30, 2015.\3\ The Commission received twelve 
comment letters on the proposal.\4\ On February 4, 2016, FINRA extended 
the time period for Commission action on the proposed rule change until 
March 29, 2016. On March 17, 2016, FINRA responded to

[[Page 17514]]

the comments.\5\ The proposed rule change is unchanged from the 
original proposal. This order approves the proposed rule change. The 
text of the proposed rule change is available on FINRA's Web site at 
http://www.finra.org, at the principal office of FINRA, on the 
Commission's Web site at http://www.sec.gov, and at the Commission's 
Public Reference Room.
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    \3\ See Notice of Filing of a Proposed Rule Change to Adopt 
FINRA Rule 2273 (Educational Communication Related to Recruitment 
Practices and Account Transfers), Exchange Act Rel. No. 76757 
(December 23, 2015), 80 FR 81590 (December 30, 2015) (``Notice'').
    \4\ Comment letters were submitted by Georgia State University 
College of Law Investor Advocacy Clinic (``GSU''); Commonwealth 
Financial Network (``Commonwealth''); Securities Industry and 
Financial Markets Association (``SIFMA''); Financial Services 
Institute (``FSI''); Public Investors Arbitration Bar Association 
(``PIABA''); Wells Fargo Advisors (``Wells Fargo''); The Committee 
of Annuity Insurers (``Committee of Annuity Insurers''); Lincoln 
Financial Network (``Lincoln''); LPL Financial (``LPL''); Raymond 
James Financial Services (``RJFS''); Raymond James & Associates 
(``RJA''); and HD Vest Investment Services (``HD Vest'').
    \5\ Letter from Jeanette Wingler, Assistant General Counsel, 
FINRA, to Brent J. Fields, Secretary, Commission, dated March 17, 
2016.
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II. Description of the Proposed Rule Change

Background

    FINRA is concerned that representatives who switch their member 
firm often contact former customers and emphasize the benefits the 
former customers would experience by following the representative and 
transferring their assets to the firm that recruited the registered 
representative (``recruiting firm'') and maintaining their relationship 
with the representative. In this situation, former customers' 
confidence in and prior experience with the representative may be one 
of the customers' most important considerations in determining whether 
to transfer assets to the recruiting firm. As stated in the Notice, 
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 direct 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.
    As stated in the Notice, 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.

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.\6\
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    \6\ 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.\7\
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    \7\ 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 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 recruiting firm (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

    As stated in the Notice, 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.\8\ 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''); \9\ (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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    \8\ See Notice, supra note 3, 80 FR at 81591.
    \9\ 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, as stated in the Notice, 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.\10\ 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.
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    \10\ See Notice, supra note 3, 80 FR at 81591.
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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 the first individualized 
contact with a former customer by the member,

[[Page 17515]]

directly or through the representative, regarding the former customer 
transferring assets to the member.\11\ 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.\12\
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    \11\ See proposed FINRA Rule 2273(b)(1).
    \12\ 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.\13\
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    \13\ 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.\14\ 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.\15\
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    \14\ See proposed FINRA Rule 2273(b)(2).
    \15\ 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.\16\
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    \16\ 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.\17\ The proposed rule change would require members to provide the 
FINRA-created communication and would not permit members to use an 
alternative format.\18\ As stated in the Notice, 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.\19\
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    \17\ See proposed FINRA Rule 2273(a) and Exhibit 3.
    \18\ See proposed FINRA Rule 2273(a).
    \19\ See Notice, supra note 3, 80 FR at 81592.
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III. Summary of Comment Letters and FINRA's Response

Overall Proposal

    Two commenters stated that the current proposal is an improvement 
from the previous version of the proposal.\20\ Eight additional 
commenters expressed support for a regulatory effort to provide 
investors with meaningful information upon which to base a decision to 
transfer assets but did not support all aspects of the current 
proposal.\21\ Two commenters opposed the current proposal and instead 
supported a return to the requirement in a previous version of the 
proposal to provide specific information about any financial incentives 
received by the representative and costs associated with the former 
customer transferring assets.\22\ Alternatively, another commenter 
suggested requiring the member to provide written answers to the 
questions included in the educational communication if the customer so 
requests.\23\ One commenter maintained that the proposal is not 
justified by its costs because there are no systemic issues with the 
current account transfer process, which also includes some 
disclosure.\24\
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    \20\ Lincoln and FSI.
    \21\ SIFMA, LPL, Wells Fargo, RJFS, RJFA, Commonwealth, and HD 
Vest.
    \22\ PIABA and GSU.
    \23\ GSU.
    \24\ HD Vest.
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    In its response to commenters, FINRA states that it believes that 
the proposal 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. Furthermore, FINRA's 
response to commenters notes that, as explained in more detail in the 
Notice, FINRA considered several alternatives to the proposal to help 
ensure that it is narrowly tailored to achieve its purposes without 
imposing unnecessary costs and burdens on members.\25\ FINRA believes 
that the proposed rule is an effective and efficient alternative to the 
previous proposal. While educating former customers about important 
considerations to make an informed decision whether to transfer assets 
to the recruiting firm, FINRA believes the proposed rule eliminates or 
reduces the privacy and operational concerns raised regarding the 
previous proposal (e.g., by removing the requirement to disclose to 
former customers the magnitude of recruitment compensation paid to a 
transferring representative). FINRA notes that the dialogue prompted by 
the educational communication could include a discussion with the 
transferring representative about more specifics related to the 
incentives and costs associated with the transfer.
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    \25\ See Notice, supra note 3, 80 FR at 81593.
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    FINRA further states in its response to commenters that it believes 
that former customers would benefit from receiving a concise, plain-
English document that highlights the potential implications of 
transferring assets, such as conflict and cost considerations, several 
of which are not disclosed or otherwise brought to the attention of a 
customer as part of the account transfer approval documentation.

Requirement To Deliver the Educational Communication

    One commenter supported the proposal's delivery requirements as 
providing a ``clear and straightforward standard.'' \26\ The commenter 
further stated that with the ``straightforward standard, firms will be 
able to easily create and implement policies, procedures and systems to 
comply with the rule.'' \27\ Some commenters, on the other hand, stated 
that the triggers for delivering the educational

[[Page 17516]]

communication would be complex and difficult for members to implement 
as members would be dependent on reporting by representatives to 
members with respect to each individualized contact with a former 
customer.\28\ Some commenters commented that compliance with the 
proposed rule would require significant time and effort on the part of 
members and would result in significant costs.\29\
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    \26\ FSI.
    \27\ FSI.
    \28\ Commonwealth and HD Vest.
    \29\ Commonwealth and HD Vest.
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    In its response to commenters, FINRA states that it does not 
believe that the 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. Moreover, FINRA's response to commenters notes that, as 
FINRA stated in the Notice, members already are obligated to supervise 
representatives' communications with existing or prospective customers 
and have flexibility to design their supervisory systems to track 
communications soliciting new business from former customers of 
representatives.\30\ As such, FINRA does not believe the proposed rule 
change imposes substantially new or burdensome obligations by requiring 
firms to establish policies and procedures reasonably designed to 
ensure that the educational communication is timely delivered to former 
customers.
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    \30\ See Notice, supra note 3, 80 FR at 81595.
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    One commenter stated that a member cannot supervise communications 
between representatives and former customers before such customers 
establish accounts at the member.\31\ In its response to commenters, 
FINRA states that it disagrees. If a representative is associated with 
or employed by a member, FINRA notes that the member is required to 
supervise the representative's conduct consistent with FINRA rules, 
including FINRA Rule 2210 (Communications with the Public). FINRA notes 
that the standards applicable to retail communications and 
correspondence under Rule 2210, as well as the requirements to 
supervise correspondence pursuant to FINRA Rule 3110 (Supervision), are 
not limited to communications with current customers. FINRA states that 
therefore, the fact that a former customer or any other individual has 
not yet established an account at the member does not obviate those 
supervision requirements.
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    \31\ HD Vest.
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 Individualized Contact

    Some commenters requested additional guidance as to what 
individualized contact with a former customer would trigger the 
requirement to deliver the educational communication.\32\ FINRA's 
response to commenters notes that, as stated in the Notice, it intends 
for a broad range of oral or written communications by a recruiting 
firm, directly or through a representative, to constitute 
individualized contact with a former customer to transfer assets and 
therefore trigger the delivery of the educational communication under 
the proposed rule.\33\ FINRA notes that the Notice provides several 
examples of such individualized contacts, including a written or oral 
communication informing the customer that the representative is now 
associated with the recruiting firm.\34\ In its response to commenters, 
FINRA states that it will consider giving additional guidance, as 
appropriate, where questions about specific types of individualized 
contact arise.
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    \32\ SIFMA, HD Vest, RJA, and RJFS.
    \33\ See Notice, supra note 3, 80 FR at 81591.
    \34\ See Notice, supra note 3, 80 FR at 81591.
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    The proposed rule change would require delivery of the educational 
communication, absent individualized contact, with account transfer 
approval documentation. One commenter supported requiring delivery of 
the educational communication to a former customer, where there is not 
individualized contact, before the transmittal of the account transfer 
approval documentation.\35\ FINRA's response to commenters notes that 
to lessen any associated operational and supervisory burdens of 
implementing the proposed rule, FINRA has not proposed requiring that 
the educational communication be provided to former customers before 
the account transfer approval documentation where there is not 
individualized contact.
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    \35\ GSU.
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    One commenter expressed the view that the different delivery 
requirements based on whether there was individualized contact would be 
unworkable as members could not reasonably determine that the receipt 
of account paperwork was the result of no contact between the 
registered person and the former customer.\36\
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    \36\ Commonwealth.
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    FINRA's response to commenters states that, as set forth in the 
Notice, 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.\37\ FINRA also states in its response to 
commenters that it believes that a reasonably designed supervisory 
system would require the representative to communicate with a member 
whether he or she had individualized contact with a former customer. As 
such, FINRA does not believe it is unworkable to distinguish account 
transfers that resulted absent individualized contact.
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    \37\ See Notice, supra note 3, 80 FR at 81594.
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    Some commenters requested clarification regarding whether the 
requirements of the proposed rule would be triggered by ``unanticipated 
communications'' between a representative and a former customer.\38\ In 
its response to commenters, FINRA explains that the proposed rule would 
apply where a member, directly or through a representative, 
individually contacts a former customer of that representative to 
transfer assets or where a former customer transfers assets to an 
account assigned to the representative at the member absent 
individualized contact. As such, FINRA notes that whether contact that 
occurs with a former customer is planned or serendipitous is not 
dispositive; rather, it is the substance of the communication that 
determines if the delivery requirement is triggered. Thus, FINRA 
explains that unanticipated contact with a former customer (e.g., at a 
sporting or social event) without a communication from the 
representative to the former customer that would constitute 
individualized contact, as described above, about transferring assets 
would not trigger the requirements of the proposed rule. In its 
response to commenters FINRA notes that, if, for example, the 
representative took the opportunity of the situation to inform the 
former customer of his or her move to a new firm and the merits of 
transferring assets to that new firm, the delivery requirement would be 
triggered.
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    \38\ Lincoln, LPL, RJA, and RJFS.
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Timing and Delivery of Educational Communication
    Several commenters expressed concern with the means and timing of 
the delivery requirement. Some commenters contended that the 
requirement to deliver the educational communication within three 
business days after oral contact by a representative with a former 
customer would present operational and supervisory challenges, such as 
training

[[Page 17517]]

representatives on the scope and practical implications of the 
requirement, relying on representatives to timely report contacts to 
the member, and preparing the mailing to former customers within the 
required period of time.\39\ One commenter suggested eliminating the 
requirement to deliver the educational communication within three 
business days after oral contact and instead require written delivery 
in all circumstances.\40\ Along with that commenter, some commenters 
suggested that the requirement to deliver the educational communication 
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.\41\ Alternatively, one commenter suggested 
lengthening the period to deliver the educational communication to 10 
business days.\42\
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    \39\ SIFMA, Committee of Annuity Insurers, Lincoln, RJA, RJFS, 
Commonwealth, and HD Vest.
    \40\ Wells Fargo.
    \41\ Wells Fargo, SIFMA, Lincoln, Committee of Annuity Insurers, 
RJA, RJFS, Commonwealth, and HD Vest.
    \42\ HD Vest.
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    One commenter requested additional analysis and justification for 
FINRA's belief that delivering the communication at or prior to account 
opening would be too late because customers typically have already made 
the decision to transfer assets by that point in the process.\43\ 
Another commenter stated that requiring the educational communication 
to accompany the first written communication would mean that any 
efforts taken by a member to review written communications that have 
already occurred between a representative and a former customer would 
be too late to prevent a rule violation.\44\
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    \43\ SIFMA.
    \44\ Commonwealth.
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    FINRA's response to commenters notes that with respect to delivery 
after oral contact, as stated in the Notice, FINRA believes that the 
three-business-day period gives a representative sufficient time to 
inform 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.\45\ Furthermore, as stated in 
its response to commenters, FINRA understands that members frequently 
send account opening documentation within that time frame to customers 
that have indicated an interest in opening an account. FINRA also notes 
that it sought data and evidence around the associated costs of the 
proposed rule and that commenters did not provide specific data or 
analysis to support their contention that the delivery requirements as 
proposed would present considerable additional costs for recruiting 
firms. Accordingly, FINRA does not propose to change the requirement in 
the proposed rule.
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    \45\ See Notice, supra note 3, 80 FR at 81595-81596.
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    As explained in its response to commenters and in more detail in 
the Notice, FINRA believes that to be effective, the proposed 
educational communication must 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.\46\ In its response to 
commenters, FINRA notes that the delivery requirement will allow the 
customer the time needed to have discussions with the registered 
representative and the customer's current firm about the implications 
of transferring assets in close proximity to receipt of any information 
the representative may have provided to encourage a transfer and will 
facilitate an informed and reasoned decision. FINRA further notes that 
some commenters to its Regulatory Notice 15-19,\47\ where FINRA first 
proposed the delivery requirements, noted the benefits of timely 
delivery. FINRA points out that two commenters to Regulatory Notice 15-
19 supported requiring 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.\48\ 
FINRA also notes that another broker-dealer commenter that favored 
contemporaneous delivery of the educational communication at the time 
of first individualized contact stated that permitting three business 
days following an oral communication was too late as many customers 
will make a determination to transfer assets prior to receiving the 
communication.\49\
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    \46\ See Notice, supra note 3, 80 FR at 81595.
    \47\ See FINRA Requests Comment on a Proposed Rule to Require 
Delivery of an Educational Communication to Customers of a 
Transferring Representative, Regulatory Notice 15-19, at 4 (May 
2015) (``Notice 15-19'').
    \48\ See Letter from Jeffrey T. Brown, Senior Vice President and 
Head of Legislative and Regulatory Affairs, Charles Schwab & Co., 
Inc., to Marcia E. Asquith, Senior Vice President and Corporate 
Secretary of FINRA, dated July 13, 2015; and letter from Joseph C. 
Peiffer, President, Public Investors Arbitration Bar Association, to 
Marcia E. Asquith, Senior Vice President and Corporate Secretary of 
FINRA, dated July 13, 2015.
    \49\ See Letter from Jesse Hill, Principal--Government and 
Regulatory Relations, Edward Jones, to Marcia E. Asquith, Senior 
Vice President and Corporate Secretary of FINRA, dated July 14, 
2015.
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    In its response to commenters, FINRA states that it agrees with the 
commenters that providing the communication at the time of account 
opening would be less effective than the proposed approach as customers 
have already made the decision to transfer assets at the time the 
customer has initiated the account opening process. Similarly, FINRA 
states that it believes a requirement to permit delivery of the 
educational communication at any time prior to account opening would 
allow members to wait until the customer agrees to transfer assets to 
the member or until shortly before the account is opened before 
delivering the educational communication.
    Finally, with respect to one comment that post-use review of 
communications cannot prevent a violation of the requirement that the 
educational communication accompany written first individualized 
contact,\50\ FINRA notes in its response to commenters that its rules 
provide members' some flexibility with respect to review of 
representatives' communications with customers and require review of 
only some communications prior to first use or distribution.\51\ 
Consistent with those rules, FINRA states that a member would not 
necessarily need to implement prior use approval of every written 
communication to a former customer to have policies and procedures 
reasonably designed to achieve compliance with the proposed rule 
change.
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    \50\ Commonwealth.
    \51\ FINRA states, for example, that correspondence with 
customers is subject to the supervision and review requirements of 
FINRA Rules 3110(b) and 3110.06 through .09. While review of all 
institutional communications is not required prior to first use or 
distribution, FINRA states that FINRA Rule 2210(b)(1)(A) requires 
that an appropriately qualified registered principal of the member 
must approve each retail communication before the earlier of its use 
or filing with FINRA's Advertising Regulation Department.
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Duration of Delivery Requirement

    Under the proposed rule change, the delivery of the educational 
communication would apply for three months following the date the 
representative begins employment or associates with the member. One 
commenter supported shortening the applicable time period from six 
months as proposed in Notice 15-19 \52\ to three

[[Page 17518]]

months as proposed in the Notice.\53\ On the other hand, two commenters 
supported extending the period to one year.\54\
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    \52\ See Notice 15-19, supra note 47, at 4.
    \53\ SIFMA.
    \54\ PIABA and GSU.
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    In its response to commenters, FINRA states that it believes the 
three-month period strikes an appropriate balance between achieving the 
regulatory objective of an informed decision by former customers most 
likely to consider transferring assets as the result of their 
representative's move to a new firm, while lessening the economic 
impacts on members.

Efforts by Current Firm To Retain Customers

    One commenter favored requiring a customer's current firm to 
deliver the educational communication to the customer and including 
questions in the communication that a customer may wish to consider if 
the current firm is soliciting a customer to keep his or her account 
with the firm.\55\ Another commenter also supported including specific 
disclosure about the incentives that employees of the current firm may 
receive for retaining the customer.\56\
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    \55\ Lincoln.
    \56\ PIABA.
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    FINRA's response to commenters states that, as noted in the Notice, 
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 some potential conflicts (e.g., financial incentives to 
attract new assets) are more pronounced.\57\ In its response to 
commenters, FINRA states that while the proposed rule change would not 
require the current firm to provide the educational communication to a 
customer, the proposed educational communication does note that ``some 
firms pay financial incentives to retain brokers or customers.'' FINRA 
further states that it believes that the communication will prompt 
customers to consider the implications of both staying and moving when 
urged to do so by representatives of either firm. 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.
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    \57\ See Notice, supra note 3, 80 FR at 81598.
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Contractual and Legal Considerations

    Three commenters suggested including a statement in the educational 
communication that the communication is not intended as a solicitation 
or to encourage or discourage the transfer of customer assets.\58\ Two 
commenters asked FINRA to amend the proposed rule to include a 
provision stating that compliance with the rule is not intended to 
interfere with members' obligations under Regulation S-P, the Protocol 
or other contractual non-solicitation obligations.\59\
---------------------------------------------------------------------------

    \58\ SIFMA, HD Vest, and LPL.
    \59\ RJA and RJFS.
---------------------------------------------------------------------------

    In its response to commenters, and as noted in the Notice in 
response to earlier comments of the same nature, FINRA states that it 
does not intend the proposed rule 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.\60\ FINRA notes that 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. 
Furthermore, in its response to commenters, FINRA states that it 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. FINRA does not believe it necessary or appropriate to 
include any statement regarding solicitation in the educational 
communication, which by itself and its own terms cannot reasonably be 
considered to encourage or discourage the transfer of assets.
---------------------------------------------------------------------------

    \60\ See Notice, supra note 3, 80 FR at 81599.
---------------------------------------------------------------------------

    One commenter stated that an exception from Regulation S-P was 
needed to permit transferring representatives to take limited customer 
information with them to their new firms in order to comply with the 
requirements of the proposed rule.\61\ In its response to commenters, 
FINRA disagrees. FINRA states that the proposed rule does not require 
contact with any former customers, but rather, only requires delivering 
the educational communication once a transferring representative or the 
recruiting firm makes individualized contact with a former customer 
about transferring assets to an account assigned to the representative 
at the member. FINRA states that it believes that in most instances, a 
former customer will not be contacted in the first instance unless the 
representative or recruiting firm already has the customer's contact 
information. In those rare circumstances where individualized contact 
that triggers the requirements of the rule happens by chance or without 
contact information, FINRA believes the representative or recruiting 
firm can ask the customer for the contact information needed to deliver 
the educational communication.
---------------------------------------------------------------------------

    \61\ HD Vest.
---------------------------------------------------------------------------

Scope of Proposal

Customers
    Two commenters supported expanding the requirement to apply to all 
customers of a representative, not just a representative's former 
customers.\62\ One commenter recommended that the proposed rule 
incorporate the definition of institutional account in FINRA Rule 
4512(c) (Customer Account Information) without excluding accounts held 
by any natural person.\63\
---------------------------------------------------------------------------

    \62\ PIABA and GSU.
    \63\ SIFMA.
---------------------------------------------------------------------------

    In its response to commenters, FINRA declines to revise the 
definition of ``former customer'' or to extend the requirement to apply 
to other customers of a representative. Furthermore, FINRA's response 
to commenters notes that, as stated in the Notice, 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.\64\ In its response to commenters, FINRA states that 
it believes that it is appropriate to include natural persons who would 
be considered institutional accounts under Rule 4512(c), as these 
individuals may not be aware of the implications of transferring 
assets.
---------------------------------------------------------------------------

    \64\ See Notice, supra note 3, 80 FR at 81600.
---------------------------------------------------------------------------

    Two commenters supported requiring customer affirmation of the 
receipt of the educational communication.\65\ FINRA's response to 
commenters explains that, as noted in more detail in the Notice, while 
some firms may elect to include a customer affirmation requirement as 
part of their supervisory controls in implementing the proposed rule 
change, FINRA believes the requirements of the rule will ensure that

[[Page 17519]]

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.\66\ In addition, FINRA 
states that it does not want to impose any additional obligations that 
may impede the timely transfer of customer assets between members.
---------------------------------------------------------------------------

    \65\ PIABA and GSU.
    \66\ See Notice, supra note 3, 80 FR at 81597.
---------------------------------------------------------------------------

Members and Registered Representatives
    One commenter requested clarification regarding whether the 
proposed rule would apply to representatives who are employed by or 
associated with a member in a non-financial advisor role (e.g., 
operations or non-producing branch/complex managers), but who may have 
customer accounts assigned to them that are incidental to their primary 
job function.\67\ FINRA states in its response to commenters that to 
the extent a representative has accounts assigned to him or her at the 
new firm, FINRA sees no reason to distinguish those accounts based on 
the representative's primary function, as the implications for the 
former customers are the same. Accordingly, FINRA believes that because 
an account assigned to a representative may be incidental to a 
representative's primary job function should not obviate the 
requirements of the proposed rule.
---------------------------------------------------------------------------

    \67\ SIFMA.
---------------------------------------------------------------------------

    Two commenters requested clarification on whether the proposed rule 
would apply when a representative transfers between broker-dealer 
subsidiaries of the same holding company.\68\ In its response to 
commenters, FINRA states that it believes that the facts and 
circumstances of such representative transfers may vary. FINRA will 
consider giving additional guidance, as appropriate, where specific 
questions arise regarding representative transfers between broker-
dealer subsidiaries of the same holding company.
---------------------------------------------------------------------------

    \68\ RJA and RJFS.
---------------------------------------------------------------------------

    In the Notice, FINRA interpreted the proposed rule change as not 
applying to circumstances where a customer's account is proposed to be 
transferred to a new member via bulk transfer or due to a change of 
broker-dealer of record.\69\ Four commenters supported the 
clarification provided in the Notice in these contexts.\70\ One 
commenter stated that the interpretation that the proposed rule would 
not apply should be extended to include all changes in networking 
arrangements between a financial institution and a broker-dealer, and 
not just those for which bulk transfers are used.\71\
---------------------------------------------------------------------------

    \69\ See Notice, supra note 3, 80 FR at 81596.
    \70\ SIFMA, FSI, Committee of Annuity Insurers, and LPL.
    \71\ LPL.
---------------------------------------------------------------------------

    In its response to commenters, FINRA states that it believes that 
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. 
Because the facts and circumstances of changes in networking 
arrangements between a financial institution and a broker-dealer 
outside the bulk transfer context may vary, FINRA will consider giving 
additional guidance, as appropriate, where specific questions arise for 
changes in networking arrangements outside the bulk transfer context.
    In the Notice, FINRA stated that the proposed rule change would 
apply to a registered person dually registered as an investment adviser 
and broker-dealer at the former firm who associates with a member firm 
in both an investment advisory and broker-dealer capacity.\72\ One 
commenter supported the clarification provided in the Notice regarding 
the treatment of dual hatted persons.\73\ Another commenter noted that 
there may be instances where dually registered representatives have 
former clients with only investment advisory accounts at the former 
firm and requested clarification on whether the proposed rule would 
apply to such former customers.\74\
---------------------------------------------------------------------------

    \72\ See Notice, supra note 3, 80 FR at 81601.
    \73\ SIFMA.
    \74\ LPL.
---------------------------------------------------------------------------

    In its response to commenters, FINRA notes that it proposed to 
define ``former customer'' to include any customer that had a 
securities account assigned to a representative at the representative's 
previous firm, excluding a customer account that meets the definition 
of an institutional account pursuant to Rule 4512(c) other than 
accounts held by any natural person. FINRA would interpret this 
definition to include an individual who had only an investment advisory 
account at the representative's old firm. FINRA notes that the proposed 
rule 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.

Terminology

    Two commenters supported replacing the term ``broker'' in the 
educational communication with the term ``registered representative.'' 
\75\
---------------------------------------------------------------------------

    \75\ RJFS, RJFA.
---------------------------------------------------------------------------

    In its response to commenters, FINRA declines to make the requested 
change as it 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.

Implementation Date

    One commenter requested that the implementation date of the 
proposed rule be at least 180 days from the date that the proposed rule 
is finalized so as to provide members with sufficient time to design, 
adopt, and implement appropriate policies and procedures to achieve 
compliance with the rule.\76\
---------------------------------------------------------------------------

    \76\ SIFMA.
---------------------------------------------------------------------------

    In its response to commenters, FINRA states that it will consider 
the need to develop compliance systems and make operational changes in 
establishing an effective date for the proposed rule.

IV. Discussion and Commission Findings

    After carefully considering the proposal, the comments submitted, 
and FINRA's response to the comments, the Commission finds that the 
proposed rule change is consistent with the requirements of the 
Exchange Act and rules and regulations thereunder applicable to a 
national securities association.\77\ In particular, the Commission 
finds that the proposed rule change is consistent with Exchange Act 
section 15A(b)(6),\78\ which requires, among other things, that the 
rules of a national securities association be designed to prevent 
fraudulent and manipulative acts and practices, to promote just and 
equitable principles of trade, to foster cooperation and coordination 
with persons engaged in facilitating transactions in securities, to 
remove impediments to and perfect the mechanism of a free and open 
market and a national market system, and, in general, to protect 
investors and the public interest.
---------------------------------------------------------------------------

    \77\ In approving the proposed rule change, the Commission has 
considered the impact on efficiency, competition, and capital 
formation. See 15 U.S.C. 78c(f).
    \78\ 15 U.S.C. 78o-3(b)(6).
---------------------------------------------------------------------------

    The Commission believes that the proposed rule change would 
increase the information available to investors

[[Page 17520]]

regarding the potential implications of transferring assets. The 
Commission further believes that the proposed educational communication 
may encourage former customers to make inquiries of their 
representatives, which could increase communication between customers 
and representatives about the potential implications of transferring 
assets. The Commission believes that the increase in information and 
communication about the potential implications of transferring assets 
will benefit customers when deciding whether to transfer assets.
    The Commission does not believe that the proposed rule change will 
result in a burden on competition that is not necessary or appropriate 
in furtherance of the purposes of the Exchange Act. The Commission 
believes FINRA has carefully crafted the proposed rule change to 
achieve its intended and necessary regulatory purpose while minimizing 
the burden on firms. Although the proposed rule change will impose new 
requirements upon FINRA members, it will apply equally to all FINRA 
members when hiring or otherwise associating with a registered 
representative.
    The Commission has considered the commenters' views on the proposed 
rule change and believes that FINRA responded appropriately to the 
concerns raised.
    For the reasons stated above, the Commission finds that the rule 
change is consistent with the Act and the rules and regulations 
thereunder.

V. Conclusion

    IT IS THEREFORE ORDERED, pursuant to Exchange Act section 19(b)(2) 
\79\ that the proposed rule change (SR-FINRA-2015-057) be, and hereby 
is, approved.
---------------------------------------------------------------------------

    \79\ 15 U.S.C. 78s(b)(2).
    \80\ 17 CFR 200.30-3(a)(12).

    For the Commission, by the Division of Trading and Markets, 
pursuant to delegated authority.\80\
Brent J. Fields,
Secretary.
[FR Doc. 2016-06995 Filed 3-28-16; 8:45 am]
 BILLING CODE 8011-01-P



                                                                                  Federal Register / Vol. 81, No. 60 / Tuesday, March 29, 2016 / Notices                                                   17513

                                                     Copies of the submission, all                          ADDRESSES:   The meeting will be held in              administrative work session during
                                                  subsequent amendments, all written                        Multi-Purpose Room LL–006 at the                      lunch.
                                                  statements with respect to the proposed                   Commission’s headquarters, 100 F                        Dated: March 23, 2016.
                                                  rule change that are filed with the                       Street NE., Washington, DC 20549. The                 Brent J. Fields,
                                                  Commission, and all written                               meeting will be webcast on the
                                                                                                                                                                  Secretary.
                                                  communications relating to the                            Commission’s Web site at www.sec.gov.
                                                                                                                                                                  [FR Doc. 2016–06988 Filed 3–28–16; 8:45 am]
                                                  proposed rule change between the                          Written statements may be submitted by
                                                  Commission and any person, other than                     any of the following methods:                         BILLING CODE 8011–01–P

                                                  those that may be withheld from the
                                                                                                            Electronic Statements
                                                  public in accordance with the
                                                                                                              D Use the Commission’s Internet                     SECURITIES AND EXCHANGE
                                                  provisions of 5 U.S.C. 552, will be
                                                                                                            submission form (http://www.sec.gov/                  COMMISSION
                                                  available for Web site viewing and
                                                  printing in the Commission’s Public                       rules/other.shtml); or                                [Release No. 34–77430; File No. SR–FINRA–
                                                  Reference Room, 100 F Street NE.,                           D Send an email message to rules-                   2015–057]
                                                  Washington, DC 20549–1090, on official                    comments@sec.gov. Please include File
                                                  business days between the hours of                        No. 265–28 on the subject line; or                    Self-Regulatory Organizations;
                                                  10:00 a.m. and 3:00 p.m. Copies of the                                                                          Financial Industry Regulatory
                                                                                                            Paper Statements                                      Authority, Inc.; Order Approving
                                                  filing also will be available for
                                                  inspection and copying at the principal                     D Send paper statements to Brent J.                 Proposed Rule Change to Adopt
                                                  office of the Exchange. All comments                      Fields, Secretary, Securities and                     FINRA Rule 2273 (Educational
                                                  received will be posted without change;                   Exchange Commission, 100 F Street NE.,                Communication Related to
                                                  the Commission does not edit personal                     Washington, DC 20549–1090.                            Recruitment Practices and Account
                                                  identifying information from                              All submissions should refer to File No.              Transfers)
                                                  submissions. You should submit only                       265–28. This file number should be                    March 23, 2016.
                                                  information that you wish to make                         included on the subject line if email is
                                                  available publicly.                                       used. To help us process and review                   I. Introduction
                                                     All submissions should refer to File                   your statement more efficiently, please                  On December 16, 2015, Financial
                                                  Number SR–BX–2016–017 and should                          use only one method.                                  Industry Regulatory Authority, Inc.
                                                  be submitted on or before April 19,                         Statements also will be available for               (‘‘FINRA’’) filed with the Securities and
                                                  2016.                                                     Web site viewing and printing in the                  Exchange Commission (‘‘SEC’’ or
                                                    For the Commission, by the Division of
                                                                                                            Commission’s Public Reference Room,                   ‘‘Commission’’), pursuant to section
                                                  Trading and Markets, pursuant to delegated                100 F Street NE., Room 1580,                          19(b)(1) of the Securities Exchange Act
                                                  authority.9                                               Washington, DC 20549, on official                     of 1934 (‘‘Exchange Act’’) 1 and Rule
                                                  Brent J. Fields,                                          business days between the hours of                    19b–4 thereunder,2 a proposed rule
                                                  Secretary.
                                                                                                            10:00 a.m. and 3:00 p.m. All statements               change to adopt FINRA Rule 2273,
                                                                                                            received will be posted without change;               which would establish an obligation for
                                                  [FR Doc. 2016–06994 Filed 3–28–16; 8:45 am]
                                                                                                            we do not edit personal identifying                   a member to deliver an educational
                                                  BILLING CODE 8011–01–P
                                                                                                            information from submissions. You                     communication in connection with
                                                                                                            should submit only information that                   member recruitment practices and
                                                                                                            you wish to make available publicly.
                                                  SECURITIES AND EXCHANGE                                                                                         account transfers.
                                                  COMMISSION                                                FOR FURTHER INFORMATION CONTACT:                         The proposed rule change was
                                                                                                            Marc Oorloff Sharma, Senior Special                   published for comment in the Federal
                                                  [Release Nos. 33–10058; 34–77432; File No.                Counsel, Office of the Investor                       Register on December 30, 2015.3 The
                                                  265–28]                                                   Advocate, at (202) 551–3302, Securities               Commission received twelve comment
                                                                                                            and Exchange Commission, 100 F Street                 letters on the proposal.4 On February 4,
                                                  Investor Advisory Committee Meeting
                                                                                                            NE., Washington, DC 20549.                            2016, FINRA extended the time period
                                                  AGENCY:  Securities and Exchange                          SUPPLEMENTARY INFORMATION: The                        for Commission action on the proposed
                                                  Commission.                                               meeting will be open to the public,                   rule change until March 29, 2016. On
                                                  ACTION: Notice of Meeting of Securities                   except during that portion of the                     March 17, 2016, FINRA responded to
                                                  and Exchange Commission Dodd-Frank                        meeting reserved for an administrative
                                                  Investor Advisory Committee.                              work session during lunch. Persons                      1 15  U.S.C. 78s(b)(1).
                                                                                                                                                                    2 17  CFR 240.19b–4.
                                                                                                            needing special accommodations to take
                                                  SUMMARY:   The Securities and Exchange                    part because of a disability should
                                                                                                                                                                     3 See Notice of Filing of a Proposed Rule Change

                                                                                                                                                                  to Adopt FINRA Rule 2273 (Educational
                                                  Commission Investor Advisory                              notify the contact person listed in FOR               Communication Related to Recruitment Practices
                                                  Committee, established pursuant to                        FURTHER INFORMATION CONTACT.                          and Account Transfers), Exchange Act Rel. No.
                                                  Section 911 of the Dodd-Frank Wall                          The agenda for the meeting includes:                76757 (December 23, 2015), 80 FR 81590 (December
                                                  Street Reform and Consumer Protection                     Remarks from Commissioners; a                         30, 2015) (‘‘Notice’’).
                                                                                                                                                                     4 Comment letters were submitted by Georgia
                                                  Act of 2010, is providing notice that it                  discussion of a recommendation of the                 State University College of Law Investor Advocacy
                                                  will hold a public meeting. The public                    Investor as Purchaser subcommittee                    Clinic (‘‘GSU’’); Commonwealth Financial Network
                                                  is invited to submit written statements                   regarding mutual fund cost disclosure;                (‘‘Commonwealth’’); Securities Industry and
                                                  to the Committee.                                                                                               Financial Markets Association (‘‘SIFMA’’);
mstockstill on DSK4VPTVN1PROD with NOTICES




                                                                                                            an update from the Commission’s Office
                                                                                                                                                                  Financial Services Institute (‘‘FSI’’); Public
                                                  DATES: The meeting will be held on                        of Compliance Inspections and                         Investors Arbitration Bar Association (‘‘PIABA’’);
                                                  Thursday, April 14, 2016 from 9:30 a.m.                   Examinations; subcommittee reports; a                 Wells Fargo Advisors (‘‘Wells Fargo’’); The
                                                  until 3:45 p.m. (ET). Written statements                  discussion regarding cybersecurity and                Committee of Annuity Insurers (‘‘Committee of
                                                  should be received on or before April                     related investor protection concerns;                 Annuity Insurers’’); Lincoln Financial Network
                                                                                                                                                                  (‘‘Lincoln’’); LPL Financial (‘‘LPL’’); Raymond
                                                  14, 2016.                                                 reflections on the first full term of                 James Financial Services (‘‘RJFS’’); Raymond James
                                                                                                            Investor Advisory Committee                           & Associates (‘‘RJA’’); and HD Vest Investment
                                                    9 17   CFR 200.30–3(a)(12).                             membership; and a nonpublic                           Services (‘‘HD Vest’’).



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                                                  17514                         Federal Register / Vol. 81, No. 60 / Tuesday, March 29, 2016 / Notices

                                                  the comments.5 The proposed rule                        associates with a registered                             transferring representative and
                                                  change is unchanged from the original                   representative to provide to a former                    recruiting firm (and, if necessary, the
                                                  proposal. This order approves the                       customer of the representative,                          customer’s current firm), to the extent
                                                  proposed rule change. The text of the                   individually, in paper or electronic                     that the customer considers the
                                                  proposed rule change is available on                    form, an educational communication                       information important to his or her
                                                  FINRA’s Web site at http://                             prepared by FINRA. The proposed rule                     decision making.
                                                  www.finra.org, at the principal office of               change would require delivery of the
                                                  FINRA, on the Commission’s Web site at                  educational communication when: (1)                      Requirement To Deliver Educational
                                                  http://www.sec.gov, and at the                          The member, directly or through a                        Communication
                                                  Commission’s Public Reference Room.                     representative, individually contacts a                     As stated in the Notice, FINRA
                                                                                                          former customer of that representative                   believes that a broad range of
                                                  II. Description of the Proposed Rule
                                                                                                          to transfer assets; or (2) a former                      communications by a recruiting firm or
                                                  Change
                                                                                                          customer of the representative, absent                   its registered representative would
                                                  Background                                              individual contact, transfers assets to an               constitute individualized contact that
                                                     FINRA is concerned that                              account assigned, or to be assigned, to                  would trigger the delivery requirement
                                                  representatives who switch their                        the representative at the member.6                       under the proposal.8 These
                                                  member firm often contact former                           The proposed rule change would                        communications may include, but are
                                                  customers and emphasize the benefits                    define a ‘‘former customer’’ as any                      not limited to, oral or written
                                                  the former customers would experience                   customer that had a securities account                   communications by the transferring
                                                  by following the representative and                     assigned to a registered person at the                   representative: (1) Informing the former
                                                  transferring their assets to the firm that              representative’s previous firm. The term                 customer that he or she is now
                                                  recruited the registered representative                 ‘‘former customer’’ would not include a                  associated with the recruiting firm,
                                                  (‘‘recruiting firm’’) and maintaining                   customer account that meets the                          which would include customer
                                                  their relationship with the                             definition of an ‘‘institutional account’’               communications permitted under the
                                                  representative. In this situation, former               pursuant to FINRA Rule 4512(c);                          Protocol for Broker Recruiting
                                                  customers’ confidence in and prior                      provided, however, accounts held by a                    (‘‘Protocol’’); 9 (2) suggesting that the
                                                  experience with the representative may                  natural person would not qualify for the                 former customer consider transferring
                                                  be one of the customers’ most important                 institutional account exception.7                        his or her assets or account to the
                                                  considerations in determining whether                      The educational communication                         recruiting firm; (3) informing the former
                                                  to transfer assets to the recruiting firm.              focuses on important considerations for                  customer that the recruiting firm may
                                                  As stated in the Notice, FINRA is                       a former customer who is contemplating                   offer better or different products or
                                                  concerned that former customers may                     transferring assets to an account                        services; or (4) discussing with the
                                                  not be aware of other important factors                 assigned to his or her former                            former customer the fee or pricing
                                                  to consider in making a decision                        representative at the recruiting firm. The               structure of the recruiting firm.
                                                  whether to transfer assets to the                       educational communication would                             Furthermore, as stated in the Notice,
                                                  recruiting firm, including direct costs                 highlight the following potential                        FINRA would consider oral or written
                                                  that may be incurred. Therefore, to                     implications of transferring assets to the               communications to a group of former
                                                  provide former customers with a more                    recruiting firm: (1) Whether financial                   customers to similarly trigger the
                                                  complete picture of the potential                       incentives received by the                               requirement to deliver the educational
                                                  implications of a decision to transfer                  representative may create a conflict of                  communication under the proposed rule
                                                  assets, the proposed rule change would                  interest; (2) that some assets may not be                change.10 These types of oral or written
                                                  require delivery of an educational                      directly transferrable to the recruiting                 communications by a member, directly
                                                  communication by the recruiting firm                    firm and as a result the customer may                    or through the representative, to a group
                                                  that highlights key considerations in                   incur costs to liquidate and move those                  of former customers may include, but
                                                  transferring assets to the recruiting firm,             assets or account maintenance fees to                    are not limited to: (1) Mass mailing of
                                                  and the direct and indirect impacts of                  leave them with his or her current firm;                 information; (2) sending copies of
                                                  such a transfer on those assets.                        (3) potential costs related to transferring              information via email; or (3) automated
                                                     As stated in the Notice, FINRA                       assets to the recruiting firm, including                 phone calls or voicemails.
                                                  believes that former customers would                    differences in the pricing structure and
                                                                                                          fees imposed by the customer’s current                   Timing and Means of Delivery of
                                                  benefit from receiving a concise, plain-
                                                                                                          firm and the recruiting firm; and (4)                    Educational Communication
                                                  English document that highlights the
                                                  potential implications of transferring                  differences in products and services                        The proposed rule change would
                                                  assets. The proposed educational                        between the customer’s current firm and                  require a member to deliver the
                                                  communication is intended to                            the recruiting firm.                                     educational communication at the time
                                                  encourage former customers to make                         The educational communication is                      of the first individualized contact with
                                                  further inquiries of the transferring                   intended to prompt a former customer                     a former customer by the member,
                                                  representative (and, if necessary, the                  to make further inquiries of the
                                                                                                                                                                     8 See  Notice, supra note 3, 80 FR at 81591.
                                                  customer’s current firm), to the extent
                                                                                                            6 See  proposed FINRA Rule 2273(a).                      9 The  Protocol was created in 2004 and permits
                                                  that the customer considers the                            7 See proposed FINRA Rule 2273.01 (Definition).       departing representatives to take certain limited
                                                  information important to his or her                     FINRA Rule 4512(c) defines the term institutional        customer information with them to a new firm, and
                                                  decision making.                                        account to mean the account of: (1) A bank, savings      solicit those customers at the new firm, without the
mstockstill on DSK4VPTVN1PROD with NOTICES




                                                                                                          and loan association, insurance company, or              fear of legal action by their former employer. The
                                                  Educational Communication                               registered investment company; (2) an investment         Protocol provides that representatives of firms that
                                                                                                          adviser registered either with the SEC under             have signed the Protocol can take client names,
                                                    The proposed rule change would                                                                                 addresses, phone numbers, email addresses, and
                                                                                                          Section 203 of the Investment Advisers Act of 1940
                                                  require a member that hires or                          or with a state securities commission (or any agency     account title information when they change firms,
                                                                                                          or office performing like functions); or (3) any other   provided they leave a copy of this information,
                                                    5 Letter from Jeanette Wingler, Assistant General     entity (whether a natural person, corporation,           including account numbers, with their branch
                                                  Counsel, FINRA, to Brent J. Fields, Secretary,          partnership, trust, or otherwise) with total assets of   manager when they resign.
                                                  Commission, dated March 17, 2016.                       at least $50 million.                                      10 See Notice, supra note 3, 80 FR at 81591.




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                                                                                Federal Register / Vol. 81, No. 60 / Tuesday, March 29, 2016 / Notices                                                      17515

                                                  directly or through the representative,                 provided with the account transfer                    account transfer process, which also
                                                  regarding the former customer                           approval documentation.16                             includes some disclosure.24
                                                  transferring assets to the member.11 If                                                                          In its response to commenters, FINRA
                                                  such contact is in writing, the proposed                Format of Educational Communication                   states that it believes that the proposal
                                                  rule change would require the                              To facilitate uniform communication                will promote investor protection by
                                                  educational communication to                            under the proposed rule change and to                 highlighting important conflict and cost
                                                  accompany the written communication.                                                                          considerations of transferring assets and
                                                                                                          assist members in providing the
                                                  If the contact is by electronic                                                                               encouraging customers to make further
                                                                                                          proposed communication to former
                                                  communication, the proposed rule                                                                              inquiries to reach an informed decision
                                                                                                          customers of a representative, the
                                                  change would permit the member to                                                                             about whether to transfer assets to the
                                                                                                          proposed rule change would require a
                                                  hyperlink directly to the educational                                                                         recruiting firm. Furthermore, FINRA’s
                                                                                                          member to deliver the proposed
                                                  communication.12                                                                                              response to commenters notes that, as
                                                                                                          educational communication prepared by
                                                     If the first individualized contact with                                                                   explained in more detail in the Notice,
                                                                                                          FINRA to the former customer,                         FINRA considered several alternatives
                                                  the former customer is oral, the                        individually, in paper or electronic
                                                  proposed rule change would require the                                                                        to the proposal to help ensure that it is
                                                                                                          form.17 The proposed rule change                      narrowly tailored to achieve its
                                                  member or representative to notify the                  would require members to provide the
                                                  former customer orally that an                                                                                purposes without imposing unnecessary
                                                                                                          FINRA-created communication and                       costs and burdens on members.25
                                                  educational communication that                          would not permit members to use an
                                                  includes important considerations in                                                                          FINRA believes that the proposed rule
                                                                                                          alternative format.18 As stated in the                is an effective and efficient alternative
                                                  deciding whether to transfer assets to                  Notice, FINRA believes that the FINRA-
                                                  the member will be provided not later                                                                         to the previous proposal. While
                                                                                                          created uniform educational                           educating former customers about
                                                  than three business days after the                      communication will allow members to
                                                  contact. The proposed rule change                                                                             important considerations to make an
                                                                                                          provide the required communication at                 informed decision whether to transfer
                                                  would require the educational                           a relatively low cost and without
                                                  communication be sent within three                                                                            assets to the recruiting firm, FINRA
                                                                                                          significant administrative burdens.19                 believes the proposed rule eliminates or
                                                  business days from such oral contact or
                                                  with any other documentation sent to                    III. Summary of Comment Letters and                   reduces the privacy and operational
                                                  the former customer related to                          FINRA’s Response                                      concerns raised regarding the previous
                                                  transferring assets to the member,                                                                            proposal (e.g., by removing the
                                                                                                          Overall Proposal                                      requirement to disclose to former
                                                  whichever is earlier.13
                                                                                                                                                                customers the magnitude of recruitment
                                                     If the former customer seeks to                         Two commenters stated that the                     compensation paid to a transferring
                                                  transfer assets to an account assigned, or              current proposal is an improvement                    representative). FINRA notes that the
                                                  to be assigned, to the representative at                from the previous version of the                      dialogue prompted by the educational
                                                  the member, but no individualized                       proposal.20 Eight additional                          communication could include a
                                                  contact with the former customer by the                 commenters expressed support for a                    discussion with the transferring
                                                  representative or member occurs before                  regulatory effort to provide investors                representative about more specifics
                                                  the former customer seeks to transfer                   with meaningful information upon                      related to the incentives and costs
                                                  assets, the proposed rule change would                  which to base a decision to transfer                  associated with the transfer.
                                                  mandate that the member deliver the                     assets but did not support all aspects of                FINRA further states in its response to
                                                  educational communication to the                        the current proposal.21 Two                           commenters that it believes that former
                                                  former customer with the account                        commenters opposed the current                        customers would benefit from receiving
                                                  transfer approval documentation.14 The                  proposal and instead supported a return               a concise, plain-English document that
                                                  educational communication                               to the requirement in a previous version              highlights the potential implications of
                                                  requirement in the proposed rule                        of the proposal to provide specific                   transferring assets, such as conflict and
                                                  change would apply for a period of                      information about any financial                       cost considerations, several of which are
                                                  three months following the date that the                incentives received by the                            not disclosed or otherwise brought to
                                                  representative begins employment or                     representative and costs associated with              the attention of a customer as part of the
                                                  associates with the member.15                           the former customer transferring                      account transfer approval
                                                     Pursuant to the proposed rule change,                assets.22 Alternatively, another                      documentation.
                                                  the educational communication                           commenter suggested requiring the
                                                  requirement would not apply when the                    member to provide written answers to                  Requirement To Deliver the Educational
                                                  former customer expressly states that he                the questions included in the                         Communication
                                                  or she is not interested in transferring                educational communication if the                        One commenter supported the
                                                  assets to the member. If the former                     customer so requests.23 One commenter                 proposal’s delivery requirements as
                                                  customer subsequently decides to                        maintained that the proposal is not                   providing a ‘‘clear and straightforward
                                                  transfer assets to the member without                   justified by its costs because there are              standard.’’ 26 The commenter further
                                                  further individualized contact within                   no systemic issues with the current                   stated that with the ‘‘straightforward
                                                  the period of three months following the                                                                      standard, firms will be able to easily
                                                  date that the representative begins                        16 See proposed FINRA Rule 2273.02 (Express
                                                                                                                                                                create and implement policies,
                                                  employment or associates with the                       Rejection by Former Customer).                        procedures and systems to comply with
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                                                                                                             17 See proposed FINRA Rule 2273(a) and Exhibit
                                                  member, then the educational                                                                                  the rule.’’ 27 Some commenters, on the
                                                                                                          3.
                                                  communication would be required to be                      18 See proposed FINRA Rule 2273(a).                other hand, stated that the triggers for
                                                                                                             19 See Notice, supra note 3, 80 FR at 81592.       delivering the educational
                                                    11 See proposed FINRA Rule 2273(b)(1).                   20 Lincoln and FSI.
                                                    12 See proposed FINRA Rule 2273(b)(1)(A).                21 SIFMA, LPL, Wells Fargo, RJFS, RJFA,              24 HD  Vest.
                                                    13 See proposed FINRA Rule 2273(b)(1)(B).             Commonwealth, and HD Vest.                              25 See  Notice, supra note 3, 80 FR at 81593.
                                                    14 See proposed FINRA Rule 2273(b)(2).                   22 PIABA and GSU.                                    26 FSI.
                                                    15 See proposed FINRA Rule 2273(b)(3).                   23 GSU.                                              27 FSI.




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                                                  17516                         Federal Register / Vol. 81, No. 60 / Tuesday, March 29, 2016 / Notices

                                                  communication would be complex and                      Individualized Contact                                firm and whether the representative has
                                                  difficult for members to implement as                      Some commenters requested                          individually contacted the former
                                                  members would be dependent on                           additional guidance as to what                        customer regarding transferring assets to
                                                  reporting by representatives to members                 individualized contact with a former                  the recruiting firm.37 FINRA also states
                                                  with respect to each individualized                     customer would trigger the requirement                in its response to commenters that it
                                                  contact with a former customer.28 Some                  to deliver the educational                            believes that a reasonably designed
                                                  commenters commented that                               communication.32 FINRA’s response to                  supervisory system would require the
                                                  compliance with the proposed rule                       commenters notes that, as stated in the               representative to communicate with a
                                                  would require significant time and effort               Notice, it intends for a broad range of               member whether he or she had
                                                  on the part of members and would                        oral or written communications by a                   individualized contact with a former
                                                  result in significant costs.29                          recruiting firm, directly or through a                customer. As such, FINRA does not
                                                                                                          representative, to constitute                         believe it is unworkable to distinguish
                                                     In its response to commenters, FINRA                                                                       account transfers that resulted absent
                                                  states that it does not believe that the                individualized contact with a former
                                                                                                          customer to transfer assets and therefore             individualized contact.
                                                  burdens associated with tracking                                                                                 Some commenters requested
                                                  whether there has been individualized                   trigger the delivery of the educational
                                                                                                          communication under the proposed                      clarification regarding whether the
                                                  contact with a former customer are                                                                            requirements of the proposed rule
                                                  unreasonable relative to the value in                   rule.33 FINRA notes that the Notice
                                                                                                          provides several examples of such                     would be triggered by ‘‘unanticipated
                                                  providing the educational                                                                                     communications’’ between a
                                                                                                          individualized contacts, including a
                                                  communication to such customers.                                                                              representative and a former customer.38
                                                                                                          written or oral communication
                                                  Moreover, FINRA’s response to                                                                                 In its response to commenters, FINRA
                                                                                                          informing the customer that the
                                                  commenters notes that, as FINRA stated                  representative is now associated with                 explains that the proposed rule would
                                                  in the Notice, members already are                      the recruiting firm.34 In its response to             apply where a member, directly or
                                                  obligated to supervise representatives’                 commenters, FINRA states that it will                 through a representative, individually
                                                  communications with existing or                         consider giving additional guidance, as               contacts a former customer of that
                                                  prospective customers and have                          appropriate, where questions about                    representative to transfer assets or
                                                  flexibility to design their supervisory                 specific types of individualized contact              where a former customer transfers assets
                                                  systems to track communications                         arise.                                                to an account assigned to the
                                                  soliciting new business from former                        The proposed rule change would                     representative at the member absent
                                                  customers of representatives.30 As such,                require delivery of the educational                   individualized contact. As such, FINRA
                                                  FINRA does not believe the proposed                     communication, absent individualized                  notes that whether contact that occurs
                                                  rule change imposes substantially new                   contact, with account transfer approval               with a former customer is planned or
                                                  or burdensome obligations by requiring                  documentation. One commenter                          serendipitous is not dispositive; rather,
                                                  firms to establish policies and                         supported requiring delivery of the                   it is the substance of the communication
                                                  procedures reasonably designed to                       educational communication to a former                 that determines if the delivery
                                                  ensure that the educational                             customer, where there is not                          requirement is triggered. Thus, FINRA
                                                  communication is timely delivered to                    individualized contact, before the                    explains that unanticipated contact with
                                                  former customers.                                       transmittal of the account transfer                   a former customer (e.g., at a sporting or
                                                                                                          approval documentation.35 FINRA’s                     social event) without a communication
                                                     One commenter stated that a member                                                                         from the representative to the former
                                                  cannot supervise communications                         response to commenters notes that to
                                                                                                          lessen any associated operational and                 customer that would constitute
                                                  between representatives and former                                                                            individualized contact, as described
                                                  customers before such customers                         supervisory burdens of implementing
                                                                                                          the proposed rule, FINRA has not                      above, about transferring assets would
                                                  establish accounts at the member.31 In                                                                        not trigger the requirements of the
                                                  its response to commenters, FINRA                       proposed requiring that the educational
                                                                                                          communication be provided to former                   proposed rule. In its response to
                                                  states that it disagrees. If a                                                                                commenters FINRA notes that, if, for
                                                  representative is associated with or                    customers before the account transfer
                                                                                                          approval documentation where there is                 example, the representative took the
                                                  employed by a member, FINRA notes                                                                             opportunity of the situation to inform
                                                  that the member is required to supervise                not individualized contact.
                                                                                                             One commenter expressed the view                   the former customer of his or her move
                                                  the representative’s conduct consistent                                                                       to a new firm and the merits of
                                                                                                          that the different delivery requirements
                                                  with FINRA rules, including FINRA                                                                             transferring assets to that new firm, the
                                                                                                          based on whether there was
                                                  Rule 2210 (Communications with the                                                                            delivery requirement would be
                                                                                                          individualized contact would be
                                                  Public). FINRA notes that the standards                 unworkable as members could not                       triggered.
                                                  applicable to retail communications and                 reasonably determine that the receipt of
                                                  correspondence under Rule 2210, as                                                                            Timing and Delivery of Educational
                                                                                                          account paperwork was the result of no                Communication
                                                  well as the requirements to supervise                   contact between the registered person
                                                  correspondence pursuant to FINRA Rule                   and the former customer.36                              Several commenters expressed
                                                  3110 (Supervision), are not limited to                     FINRA’s response to commenters                     concern with the means and timing of
                                                  communications with current                             states that, as set forth in the Notice,              the delivery requirement. Some
                                                  customers. FINRA states that therefore,                 FINRA believes that a representative                  commenters contended that the
                                                  the fact that a former customer or any                  reasonably should know whether an                     requirement to deliver the educational
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                                                  other individual has not yet established                individual had an account assigned to                 communication within three business
                                                  an account at the member does not                       him or her at the representative’s prior              days after oral contact by a
                                                  obviate those supervision requirements.                                                                       representative with a former customer
                                                                                                            32 SIFMA,  HD Vest, RJA, and RJFS.                  would present operational and
                                                    28 Commonwealth    and HD Vest.                         33 See Notice, supra note 3, 80 FR at 81591.        supervisory challenges, such as training
                                                    29 Commonwealth and HD Vest.                            34 See Notice, supra note 3, 80 FR at 81591.
                                                    30 See Notice, supra note 3, 80 FR at 81595.            35 GSU.                                               37 See   Notice, supra note 3, 80 FR at 81594.
                                                    31 HD Vest.                                             36 Commonwealth.                                      38 Lincoln,  LPL, RJA, and RJFS.



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                                                                                Federal Register / Vol. 81, No. 60 / Tuesday, March 29, 2016 / Notices                                                     17517

                                                  representatives on the scope and                        have indicated an interest in opening an              determination to transfer assets prior to
                                                  practical implications of the                           account. FINRA also notes that it sought              receiving the communication.49
                                                  requirement, relying on representatives                 data and evidence around the associated                  In its response to commenters, FINRA
                                                  to timely report contacts to the member,                costs of the proposed rule and that                   states that it agrees with the commenters
                                                  and preparing the mailing to former                     commenters did not provide specific                   that providing the communication at the
                                                  customers within the required period of                 data or analysis to support their                     time of account opening would be less
                                                  time.39 One commenter suggested                         contention that the delivery                          effective than the proposed approach as
                                                  eliminating the requirement to deliver                  requirements as proposed would                        customers have already made the
                                                  the educational communication within                    present considerable additional costs for             decision to transfer assets at the time the
                                                  three business days after oral contact                  recruiting firms. Accordingly, FINRA                  customer has initiated the account
                                                  and instead require written delivery in                 does not propose to change the                        opening process. Similarly, FINRA
                                                  all circumstances.40 Along with that                    requirement in the proposed rule.                     states that it believes a requirement to
                                                  commenter, some commenters                                                                                    permit delivery of the educational
                                                  suggested that the requirement to                          As explained in its response to
                                                                                                          commenters and in more detail in the                  communication at any time prior to
                                                  deliver the educational communication                                                                         account opening would allow members
                                                  be integrated into an existing process,                 Notice, FINRA believes that to be
                                                                                                          effective, the proposed educational                   to wait until the customer agrees to
                                                  such as including the communication                                                                           transfer assets to the member or until
                                                  with the account transfer approval                      communication must be accessible to
                                                                                                          the former customer at or shortly after               shortly before the account is opened
                                                  documentation, so as to make                                                                                  before delivering the educational
                                                  implementation of the requirement                       the time the first individualized contact
                                                                                                          is made by the recruiting firm or the                 communication.
                                                  more cost effective and efficient for                                                                            Finally, with respect to one comment
                                                  members.41 Alternatively, one                           representative.46 In its response to
                                                                                                          commenters, FINRA notes that the                      that post-use review of communications
                                                  commenter suggested lengthening the                                                                           cannot prevent a violation of the
                                                  period to deliver the educational                       delivery requirement will allow the
                                                                                                          customer the time needed to have                      requirement that the educational
                                                  communication to 10 business days.42                                                                          communication accompany written first
                                                     One commenter requested additional                   discussions with the registered
                                                                                                          representative and the customer’s                     individualized contact,50 FINRA notes
                                                  analysis and justification for FINRA’s
                                                                                                          current firm about the implications of                in its response to commenters that its
                                                  belief that delivering the
                                                                                                          transferring assets in close proximity to             rules provide members’ some flexibility
                                                  communication at or prior to account
                                                                                                          receipt of any information the                        with respect to review of
                                                  opening would be too late because
                                                                                                          representative may have provided to                   representatives’ communications with
                                                  customers typically have already made
                                                                                                          encourage a transfer and will facilitate              customers and require review of only
                                                  the decision to transfer assets by that
                                                                                                          an informed and reasoned decision.                    some communications prior to first use
                                                  point in the process.43 Another
                                                                                                          FINRA further notes that some                         or distribution.51 Consistent with those
                                                  commenter stated that requiring the
                                                                                                          commenters to its Regulatory Notice 15–               rules, FINRA states that a member
                                                  educational communication to
                                                                                                          19,47 where FINRA first proposed the                  would not necessarily need to
                                                  accompany the first written
                                                                                                                                                                implement prior use approval of every
                                                  communication would mean that any                       delivery requirements, noted the
                                                                                                                                                                written communication to a former
                                                  efforts taken by a member to review                     benefits of timely delivery. FINRA
                                                                                                                                                                customer to have policies and
                                                  written communications that have                        points out that two commenters to
                                                                                                                                                                procedures reasonably designed to
                                                  already occurred between a                              Regulatory Notice 15–19 supported
                                                                                                                                                                achieve compliance with the proposed
                                                  representative and a former customer                    requiring delivery of the educational
                                                                                                                                                                rule change.
                                                  would be too late to prevent a rule                     communication prior to the time that a
                                                  violation.44                                            former customer decides to transfer                   Duration of Delivery Requirement
                                                     FINRA’s response to commenters                       assets to the recruiting firm to ensure
                                                  notes that with respect to delivery after                                                                       Under the proposed rule change, the
                                                                                                          that the former customer has sufficient
                                                  oral contact, as stated in the Notice,                                                                        delivery of the educational
                                                                                                          time to consider and respond to the
                                                  FINRA believes that the three-business-                                                                       communication would apply for three
                                                                                                          information in the communication.48
                                                  day period gives a representative                                                                             months following the date the
                                                                                                          FINRA also notes that another broker-
                                                  sufficient time to inform the recruiting                                                                      representative begins employment or
                                                                                                          dealer commenter that favored
                                                  firm of the former customers who have                                                                         associates with the member. One
                                                                                                          contemporaneous delivery of the
                                                  been contacted and, in turn, for the                                                                          commenter supported shortening the
                                                                                                          educational communication at the time
                                                  recruiting firm to send the educational                                                                       applicable time period from six months
                                                                                                          of first individualized contact stated
                                                  communication to those former                                                                                 as proposed in Notice 15–19 52 to three
                                                                                                          that permitting three business days
                                                  customers.45 Furthermore, as stated in                  following an oral communication was                     49 See Letter from Jesse Hill, Principal—
                                                  its response to commenters, FINRA                       too late as many customers will make a                Government and Regulatory Relations, Edward
                                                  understands that members frequently                                                                           Jones, to Marcia E. Asquith, Senior Vice President
                                                  send account opening documentation                        46 See  Notice, supra note 3, 80 FR at 81595.       and Corporate Secretary of FINRA, dated July 14,
                                                  within that time frame to customers that                  47 See  FINRA Requests Comment on a Proposed        2015.
                                                                                                                                                                  50 Commonwealth.
                                                                                                          Rule to Require Delivery of an Educational
                                                    39 SIFMA, Committee of Annuity Insurers,              Communication to Customers of a Transferring            51 FINRA states, for example, that correspondence

                                                  Lincoln, RJA, RJFS, Commonwealth, and HD Vest.          Representative, Regulatory Notice 15–19, at 4 (May    with customers is subject to the supervision and
                                                                                                          2015) (‘‘Notice 15–19’’).                             review requirements of FINRA Rules 3110(b) and
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                                                    40 Wells Fargo.
                                                    41 Wells Fargo, SIFMA, Lincoln, Committee of
                                                                                                             48 See Letter from Jeffrey T. Brown, Senior Vice   3110.06 through .09. While review of all
                                                                                                          President and Head of Legislative and Regulatory      institutional communications is not required prior
                                                  Annuity Insurers, RJA, RJFS, Commonwealth, and                                                                to first use or distribution, FINRA states that FINRA
                                                                                                          Affairs, Charles Schwab & Co., Inc., to Marcia E.
                                                  HD Vest.                                                                                                      Rule 2210(b)(1)(A) requires that an appropriately
                                                    42 HD Vest.
                                                                                                          Asquith, Senior Vice President and Corporate
                                                                                                          Secretary of FINRA, dated July 13, 2015; and letter   qualified registered principal of the member must
                                                    43 SIFMA.
                                                                                                          from Joseph C. Peiffer, President, Public Investors   approve each retail communication before the
                                                    44 Commonwealth.                                                                                            earlier of its use or filing with FINRA’s Advertising
                                                                                                          Arbitration Bar Association, to Marcia E. Asquith,
                                                    45 See Notice, supra note 3, 80 FR at 81595–          Senior Vice President and Corporate Secretary of      Regulation Department.
                                                  81596.                                                  FINRA, dated July 13, 2015.                             52 See Notice 15–19, supra note 47, at 4.




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                                                  17518                            Federal Register / Vol. 81, No. 60 / Tuesday, March 29, 2016 / Notices

                                                  months as proposed in the Notice.53 On                    Contractual and Legal Considerations                  instances, a former customer will not be
                                                  the other hand, two commenters                               Three commenters suggested                         contacted in the first instance unless the
                                                  supported extending the period to one                     including a statement in the educational              representative or recruiting firm already
                                                  year.54                                                   communication that the communication                  has the customer’s contact information.
                                                                                                            is not intended as a solicitation or to               In those rare circumstances where
                                                     In its response to commenters, FINRA
                                                                                                            encourage or discourage the transfer of               individualized contact that triggers the
                                                  states that it believes the three-month
                                                                                                            customer assets.58 Two commenters                     requirements of the rule happens by
                                                  period strikes an appropriate balance
                                                                                                            asked FINRA to amend the proposed                     chance or without contact information,
                                                  between achieving the regulatory                                                                                FINRA believes the representative or
                                                  objective of an informed decision by                      rule to include a provision stating that
                                                                                                            compliance with the rule is not                       recruiting firm can ask the customer for
                                                  former customers most likely to                                                                                 the contact information needed to
                                                  consider transferring assets as the result                intended to interfere with members’
                                                                                                            obligations under Regulation S–P, the                 deliver the educational communication.
                                                  of their representative’s move to a new
                                                  firm, while lessening the economic                        Protocol or other contractual non-                    Scope of Proposal
                                                                                                            solicitation obligations.59
                                                  impacts on members.                                          In its response to commenters, and as              Customers
                                                  Efforts by Current Firm To Retain                         noted in the Notice in response to                       Two commenters supported
                                                  Customers                                                 earlier comments of the same nature,                  expanding the requirement to apply to
                                                                                                            FINRA states that it does not intend the              all customers of a representative, not
                                                     One commenter favored requiring a                      proposed rule to impact any contractual               just a representative’s former
                                                  customer’s current firm to deliver the                    agreement between a representative and                customers.62 One commenter
                                                  educational communication to the                          his or her former firm or new firm and                recommended that the proposed rule
                                                  customer and including questions in the                   does not require members to disclose                  incorporate the definition of
                                                  communication that a customer may                         information in a manner inconsistent                  institutional account in FINRA Rule
                                                  wish to consider if the current firm is                   with Regulation S–P.60 FINRA notes                    4512(c) (Customer Account Information)
                                                  soliciting a customer to keep his or her                  that the proposed rule change assumes                 without excluding accounts held by any
                                                  account with the firm.55 Another                          that recruiting firms and representatives             natural person.63
                                                  commenter also supported including                        will act in accordance with the                          In its response to commenters, FINRA
                                                  specific disclosure about the incentives                  contractual obligations established in                declines to revise the definition of
                                                  that employees of the current firm may                    employment contracts, state law, and, if              ‘‘former customer’’ or to extend the
                                                  receive for retaining the customer.56                     applicable, the Protocol. Furthermore,                requirement to apply to other customers
                                                                                                            in its response to commenters, FINRA                  of a representative. Furthermore,
                                                     FINRA’s response to commenters                         states that it does not intend for the                FINRA’s response to commenters notes
                                                  states that, as noted in the Notice,                      provision of the educational                          that, as stated in the Notice, FINRA
                                                  FINRA is focused on providing                             communication to have any relevance to                believes that former customers that a
                                                  customers impactful information to                        a determination of whether a                          member or representative individually
                                                  consider when deciding whether to                         representative impermissibly solicited a              contacts to transfer assets to a new firm
                                                  transfer assets to a representative’s new                 former customer in breach of a                        are most impacted in recruitment
                                                  firm, where cost and portability issues                   contractual obligation. FINRA does not                situations because they have already
                                                  are most likely to arise and where some                   believe it necessary or appropriate to                developed a relationship with the
                                                  potential conflicts (e.g., financial                      include any statement regarding                       representative and because their assets
                                                  incentives to attract new assets) are                     solicitation in the educational                       may be both the basis for the
                                                  more pronounced.57 In its response to                     communication, which by itself and its                representative’s recruitment
                                                  commenters, FINRA states that while                       own terms cannot reasonably be                        compensation and subject to potential
                                                  the proposed rule change would not                        considered to encourage or discourage                 costs and changes if the customer
                                                  require the current firm to provide the                   the transfer of assets.                               decides to move those assets to the
                                                  educational communication to a                               One commenter stated that an                       recruiting firm.64 In its response to
                                                  customer, the proposed educational                        exception from Regulation S–P was                     commenters, FINRA states that it
                                                  communication does note that ‘‘some                       needed to permit transferring                         believes that it is appropriate to include
                                                                                                            representatives to take limited customer              natural persons who would be
                                                  firms pay financial incentives to retain
                                                                                                            information with them to their new                    considered institutional accounts under
                                                  brokers or customers.’’ FINRA further
                                                                                                            firms in order to comply with the                     Rule 4512(c), as these individuals may
                                                  states that it believes that the
                                                                                                            requirements of the proposed rule.61 In               not be aware of the implications of
                                                  communication will prompt customers                       its response to commenters, FINRA                     transferring assets.
                                                  to consider the implications of both                      disagrees. FINRA states that the                         Two commenters supported requiring
                                                  staying and moving when urged to do so                    proposed rule does not require contact                customer affirmation of the receipt of
                                                  by representatives of either firm.                        with any former customers, but rather,                the educational communication.65
                                                  Furthermore, FINRA notes that                             only requires delivering the educational              FINRA’s response to commenters
                                                  requiring the current firm to also                        communication once a transferring                     explains that, as noted in more detail in
                                                  provide the educational communication                     representative or the recruiting firm                 the Notice, while some firms may elect
                                                  to a customer whose representative has                    makes individualized contact with a                   to include a customer affirmation
                                                  transferred to a new firm would result                    former customer about transferring                    requirement as part of their supervisory
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                                                  in the customer receiving multiple                        assets to an account assigned to the                  controls in implementing the proposed
                                                  copies of the same communication.                         representative at the member. FINRA                   rule change, FINRA believes the
                                                                                                            states that it believes that in most                  requirements of the rule will ensure that
                                                    53 SIFMA.
                                                    54 PIABA    and GSU.                                      58 SIFMA,  HD Vest, and LPL.                          62 PIABA    and GSU.
                                                    55 Lincoln.                                               59 RJA and RJFS.                                      63 SIFMA.
                                                    56 PIABA.                                                 60 See Notice, supra note 3, 80 FR at 81599.          64 See   Notice, supra note 3, 80 FR at 81600.
                                                    57 See   Notice, supra note 3, 80 FR at 81598.            61 HD Vest.                                           65 PIABA    and GSU.



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                                                                                Federal Register / Vol. 81, No. 60 / Tuesday, March 29, 2016 / Notices                                                      17519

                                                  former customers receive and have an                    rule would not apply should be                         Terminology
                                                  opportunity to review the information                   extended to include all changes in                        Two commenters supported replacing
                                                  in the proposed educational                             networking arrangements between a                      the term ‘‘broker’’ in the educational
                                                  communication before they decide to                     financial institution and a broker-dealer,             communication with the term
                                                  transfer assets to a recruiting firm.66 In              and not just those for which bulk                      ‘‘registered representative.’’ 75
                                                  addition, FINRA states that it does not                 transfers are used.71                                     In its response to commenters, FINRA
                                                  want to impose any additional                              In its response to commenters, FINRA                declines to make the requested change
                                                  obligations that may impede the timely                  states that it believes that the                       as it believes ‘‘broker’’ is a commonly
                                                  transfer of customer assets between                     considerations set forth in the                        understood generic term for a registered
                                                  members.                                                educational communication do not have                  representative. It is used in the
                                                  Members and Registered                                  the same application in the context of a               proposed educational communication
                                                  Representatives                                         bulk transfer as they do when a                        for readability and brevity purposes,
                                                                                                          customer has a viable choice between                   which FINRA believes is important to
                                                     One commenter requested                              staying at his or her current firm with                encourage customers to read the
                                                  clarification regarding whether the                     the same level of products and services                document.
                                                  proposed rule would apply to                            or transferring assets to the recruiting
                                                  representatives who are employed by or                  firm, with the attendant impacts.                      Implementation Date
                                                  associated with a member in a non-                      Because the facts and circumstances of                    One commenter requested that the
                                                  financial advisor role (e.g., operations or             changes in networking arrangements                     implementation date of the proposed
                                                  non-producing branch/complex                            between a financial institution and a                  rule be at least 180 days from the date
                                                  managers), but who may have customer                    broker-dealer outside the bulk transfer                that the proposed rule is finalized so as
                                                  accounts assigned to them that are                      context may vary, FINRA will consider                  to provide members with sufficient time
                                                  incidental to their primary job                         giving additional guidance, as                         to design, adopt, and implement
                                                  function.67 FINRA states in its response                appropriate, where specific questions                  appropriate policies and procedures to
                                                  to commenters that to the extent a                      arise for changes in networking                        achieve compliance with the rule.76
                                                  representative has accounts assigned to                 arrangements outside the bulk transfer                    In its response to commenters, FINRA
                                                  him or her at the new firm, FINRA sees                  context.                                               states that it will consider the need to
                                                  no reason to distinguish those accounts                    In the Notice, FINRA stated that the                develop compliance systems and make
                                                  based on the representative’s primary                   proposed rule change would apply to a                  operational changes in establishing an
                                                  function, as the implications for the                   registered person dually registered as an              effective date for the proposed rule.
                                                  former customers are the same.                          investment adviser and broker-dealer at
                                                  Accordingly, FINRA believes that                                                                               IV. Discussion and Commission
                                                                                                          the former firm who associates with a
                                                  because an account assigned to a                                                                               Findings
                                                                                                          member firm in both an investment
                                                  representative may be incidental to a                   advisory and broker-dealer capacity.72                    After carefully considering the
                                                  representative’s primary job function                   One commenter supported the                            proposal, the comments submitted, and
                                                  should not obviate the requirements of                  clarification provided in the Notice                   FINRA’s response to the comments, the
                                                  the proposed rule.                                      regarding the treatment of dual hatted                 Commission finds that the proposed
                                                     Two commenters requested                             persons.73 Another commenter noted                     rule change is consistent with the
                                                  clarification on whether the proposed                   that there may be instances where                      requirements of the Exchange Act and
                                                  rule would apply when a representative                  dually registered representatives have                 rules and regulations thereunder
                                                  transfers between broker-dealer                         former clients with only investment                    applicable to a national securities
                                                  subsidiaries of the same holding                        advisory accounts at the former firm and               association.77 In particular, the
                                                  company.68 In its response to                           requested clarification on whether the                 Commission finds that the proposed
                                                  commenters, FINRA states that it                        proposed rule would apply to such                      rule change is consistent with Exchange
                                                  believes that the facts and                             former customers.74                                    Act section 15A(b)(6),78 which requires,
                                                  circumstances of such representative                                                                           among other things, that the rules of a
                                                                                                             In its response to commenters, FINRA
                                                  transfers may vary. FINRA will consider                                                                        national securities association be
                                                                                                          notes that it proposed to define ‘‘former
                                                  giving additional guidance, as                                                                                 designed to prevent fraudulent and
                                                                                                          customer’’ to include any customer that
                                                  appropriate, where specific questions                                                                          manipulative acts and practices, to
                                                                                                          had a securities account assigned to a
                                                  arise regarding representative transfers                                                                       promote just and equitable principles of
                                                                                                          representative at the representative’s
                                                  between broker-dealer subsidiaries of                                                                          trade, to foster cooperation and
                                                                                                          previous firm, excluding a customer
                                                  the same holding company.                                                                                      coordination with persons engaged in
                                                                                                          account that meets the definition of an
                                                     In the Notice, FINRA interpreted the                                                                        facilitating transactions in securities, to
                                                                                                          institutional account pursuant to Rule
                                                  proposed rule change as not applying to                                                                        remove impediments to and perfect the
                                                                                                          4512(c) other than accounts held by any
                                                  circumstances where a customer’s                                                                               mechanism of a free and open market
                                                                                                          natural person. FINRA would interpret
                                                  account is proposed to be transferred to                                                                       and a national market system, and, in
                                                                                                          this definition to include an individual
                                                  a new member via bulk transfer or due                                                                          general, to protect investors and the
                                                                                                          who had only an investment advisory
                                                  to a change of broker-dealer of record.69                                                                      public interest.
                                                                                                          account at the representative’s old firm.
                                                  Four commenters supported the                                                                                     The Commission believes that the
                                                                                                          FINRA notes that the proposed rule
                                                  clarification provided in the Notice in                                                                        proposed rule change would increase
                                                                                                          would not apply if the registered person
                                                  these contexts.70 One commenter stated
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                                                                                                          transferred to a non-member firm or                    the information available to investors
                                                  that the interpretation that the proposed
                                                                                                          associated with a member firm only as
                                                                                                                                                                   75 RJFS,   RJFA.
                                                    66 See Notice, supra note 3, 80 FR at 81597.
                                                                                                          an investment adviser representative.                    76 SIFMA.
                                                    67 SIFMA.                                                                                                       77 In approving the proposed rule change, the
                                                    68 RJA and RJFS.                                        71 LPL.
                                                                                                                                                                 Commission has considered the impact on
                                                    69 See Notice, supra note 3, 80 FR at 81596.            72 See   Notice, supra note 3, 80 FR at 81601.       efficiency, competition, and capital formation. See
                                                    70 SIFMA, FSI, Committee of Annuity Insurers,           73 SIFMA.                                            15 U.S.C. 78c(f).
                                                  and LPL.                                                  74 LPL.                                                 78 15 U.S.C. 78o–3(b)(6).




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                                                  17520                            Federal Register / Vol. 81, No. 60 / Tuesday, March 29, 2016 / Notices

                                                  regarding the potential implications of                   SECURITIES AND EXCHANGE                                 A. Self-Regulatory Organization’s
                                                  transferring assets. The Commission                       COMMISSION                                              Statement of the Purpose of, and the
                                                  further believes that the proposed                                                                                Statutory Basis for, the Proposed Rule
                                                  educational communication may                             [Release No. 34–77433; File No. SR–                     Change
                                                  encourage former customers to make                        NYSEMKT–2016–38]                                        1. Purpose
                                                  inquiries of their representatives, which
                                                  could increase communication between                      Self-Regulatory Organizations; NYSE                        The Exchange proposes to amend
                                                  customers and representatives about the                   MKT LLC; Notice of Filing and                           Rule 13—Equities (‘‘Rule 13’’) to expand
                                                  potential implications of transferring                    Immediate Effectiveness of Proposed                     the availability of STP modifiers to non-
                                                  assets. The Commission believes that                      Rule Change Amending Rule 13—                           algorithmically entered e-Quotes,
                                                  the increase in information and                           Equities To Expand the Availability of                  pegging e-Quotes, and g-Quotes.
                                                  communication about the potential                         Self-Trade Prevention Modifiers to                         STP modifiers arEe [sic] designed to
                                                  implications of transferring assets will                  Non-Algorithmically Entered Floor                       prevent two orders from the same
                                                  benefit customers when deciding                           Broker Interest                                         market participant identifier (‘‘MPID’’)
                                                  whether to transfer assets.                                                                                       assigned to a member organization from
                                                                                                            March 23, 2016.                                         executing against each other. The STP
                                                     The Commission does not believe that                                                                           modifier on the incoming order
                                                  the proposed rule change will result in                      Pursuant to Section 19(b)(1) of the
                                                                                                                                                                    determines the interaction between two
                                                  a burden on competition that is not                       Securities Exchange Act of 1934
                                                                                                                                                                    orders marked with STP modifiers and
                                                  necessary or appropriate in furtherance                   (‘‘Act’’),1 and Rule 19b–4 thereunder,2
                                                                                                                                                                    whether the incoming or the resting
                                                  of the purposes of the Exchange Act.                      notice is hereby given that on March 15,                order would cancel. Both the buy and
                                                  The Commission believes FINRA has                         2016, NYSE MKT LLC (the ‘‘Exchange’’                    the sell order must include an STP
                                                  carefully crafted the proposed rule                       or ‘‘NYSE MKT’’) filed with the                         modifier in order to prevent a trade from
                                                  change to achieve its intended and                        Securities and Exchange Commission                      occurring and to effect a cancel
                                                  necessary regulatory purpose while                        (‘‘SEC’’ or ‘‘Commission’’) the proposed                instruction.3 Currently, under Rule
                                                  minimizing the burden on firms.                           rule change as described in Items I, II,                13(f)(3)(B), STP modifiers are available
                                                  Although the proposed rule change will                    and III below, which Items have been                    for Limit Orders and Market Orders
                                                  impose new requirements upon FINRA                        prepared by the Exchange. The                           entered by off-Floor participants, and
                                                  members, it will apply equally to all                     Commission is publishing this notice to                 for e-Quotes, pegging e-Quotes, and g-
                                                  FINRA members when hiring or                              solicit comments on the proposed rule                   Quotes sent to the matching engine by
                                                  otherwise associating with a registered                   change from interested persons.                         an algorithm on behalf of a Floor broker.
                                                  representative.                                           I. Self-Regulatory Organization’s                          The Exchange amended Rule 13 to
                                                                                                                                                                    add STP modifiers in 2013.4 At the time,
                                                     The Commission has considered the                      Statement of the Terms of Substance of
                                                                                                                                                                    the supporting technology was not
                                                  commenters’ views on the proposed rule                    the Proposed Rule Change
                                                                                                                                                                    compatible with Floor broker systems
                                                  change and believes that FINRA                                                                                    and the Exchange chose to deploy STP
                                                  responded appropriately to the concerns                      The Exchange proposes to amend
                                                                                                            Rule 13—Equities to expand the                          modifiers for other market participants
                                                  raised.                                                                                                           while it performed the technical
                                                                                                            availability of self-trade prevention
                                                     For the reasons stated above, the                      (‘‘STP’’) modifiers to non-                             modifications required for the use of
                                                  Commission finds that the rule change                     algorithmically entered Floor broker                    STP modifiers for Floor brokers.5 The
                                                  is consistent with the Act and the rules                  interest. The proposed rule change is                   Exchange later made STP modifiers
                                                  and regulations thereunder.                                                                                       available for algorithms used by Floor
                                                                                                            available on the Exchange’s Web site at
                                                                                                                                                                    brokers to route interest to the
                                                  V. Conclusion                                             www.nyse.com, at the principal office of
                                                                                                                                                                    Exchange’s matching engine, but the
                                                                                                            the Exchange, and at the Commission’s                   technology supporting STP modifiers
                                                     IT IS THEREFORE ORDERED,                               Public Reference Room.                                  was still incompatible with all Floor
                                                  pursuant to Exchange Act section
                                                                                                            II. Self-Regulatory Organization’s                      broker systems.6 Now that the
                                                  19(b)(2) 79 that the proposed rule change
                                                                                                            Statement of the Purpose of, and                        technology to extend STP modifiers to
                                                  (SR–FINRA–2015–057) be, and hereby
                                                                                                            Statutory Basis for, the Proposed Rule                  all Floor broker systems is available, the
                                                  is, approved.                                                                                                     Exchange proposes to delete the clause
                                                                                                            Change
                                                    For the Commission, by the Division of                                                                          ‘‘sent to the matching engine by an
                                                  Trading and Markets, pursuant to delegated                  In its filing with the Commission, the                algorithm on behalf of a Floor broker’’
                                                  authority.80                                              self-regulatory organization included                   in Rule 13 to make STP modifiers
                                                  Brent J. Fields,                                          statements concerning the purpose of,                   available for eQuotes, pegging e-Quotes,
                                                  Secretary.                                                and basis for, the proposed rule change                 and g-Quotes without limitation. No
                                                  [FR Doc. 2016–06995 Filed 3–28–16; 8:45 am]               and discussed any comments it received                  other changes are proposed to Rule 13.
                                                  BILLING CODE 8011–01–P
                                                                                                            on the proposed rule change. The text                      Because of the technology changes
                                                                                                            of those statements may be examined at                  associated with this rule proposal, the
                                                                                                            the places specified in Item IV below.                  Exchange will announce the
                                                                                                            The Exchange has prepared summaries,
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                                                                                                                                                                      3 See Rule 13(f)(3)(A); Securities Exchange Act
                                                                                                            set forth in sections A, B, and C below,
                                                                                                                                                                    Release No. 69098 (Mar. 11, 2013), 78 FR 16544
                                                                                                            of the most significant parts of such                   (Mar. 15, 2013) (SR–NYSEMKT–2013–21).
                                                                                                            statements.                                               4 See Securities Exchange Act Release No. 69098,

                                                                                                                                                                    78 FR at 16544.
                                                                                                                                                                      5 See id.
                                                                                                                                                                      6 See Securities Exchange Act Release No. 69501
                                                    79 15   U.S.C. 78s(b)(2).                                 1 15   U.S.C. 78s(b)(1).                              (May 2, 2013), 78 FR 26821 (May 8, 2013) (SR–
                                                    80 17   CFR 200.30–3(a)(12).                              2 17   CFR 240.19b–4.                                 NYSEMKT–2013–36).



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Document Created: 2016-03-30 08:29:33
Document Modified: 2016-03-30 08:29:33
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 Citation81 FR 17513 

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