Sound Advice. INSIGHTS INTO CANADA S FINANCIAL ADVICE INDUSTRY July 2014

Transcription

1 Sound Advice INSIGHTS INTO CANADA S FINANCIAL ADVICE INDUSTRY July 2014 A PwC study on Canadian small and medium-sized businesses providing financial advice

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3 Sound Advice INSIGHTS INTO CANADA S FINANCIAL ADVICE INDUSTRY Economic Impact Study of the Small and Medium-sized Business Financial Advice Industry in Canada JULY 2014

4 AUTHORS Stephen Martin, Partner, Consulting and Deals, PricewaterhouseCoopers LLP Byren Innes, Senior Strategic Advisor, PricewaterhouseCoopers LLP Co-Author Davis Yoo, Senior Advisor, PricewaterhouseCoopers LLP Co-Author James Mancini, Senior Associate, PricewaterhouseCoopers LLP Co-Author CONTRIBUTORS Rajendra K. Kothari, Managing Partner, GTA, National Asset Management Leader, PricewaterhouseCoopers LLP John MacKinlay, Partner, Financial Services Advisory Lead, Consulting and Deals, PricewaterhouseCoopers LLP SPECIAL ACKNOWLEDGEMENTS HDR Corporation for conducting comprehensive economic impact assessment of SMB Financial Advice industry in Canada: n Dennis Bruce, Senior Vice President, HDR Corporation n Alex Kotsopoulos, Senior Economist, HDR Corporation n Ewa Tomaszewska, Principal Economist, HDR Corporation Investor Economics for providing key financial advice and SMB financial advisor industry data and analysis used to establish SMB financial advisor profile, analysis and trends: n Guy Armstrong, Senior Consultant and Managing Director, Investor Economics n Keith Sjögren, Senior Consultant and Managing Director, Consulting Services, Investor Economics n Benjamin Reed-Hurwitz, Analyst, Investor Economics Stuart Smith, PricewaterhouseCoopers LLP Julia Bakker, Manager, PricewaterhouseCoopers LLP Emily Zhang, Associate, PricewaterhouseCoopers LLP PwC refers to PricewaterhouseCoopers LLP, an Ontario limited liability partnership, which is a member firm of PricewaterhouseCoopers International Limited, each member firm of which is a separate legal entity.

5 Contents Executive Summary Background 1 The Financial Advice Industry in Canada 1 Study Objectives 1 Approach 2 Summary of Key Findings 2 Conclusion 5 1 Introduction Background 7 Study Objectives 7 Methodology and Approach 7 Limitations 8 2 Industry Profile Overview 9 The Financial Advice Industry in Canada 9 Financial Advisors in Canada Industry Structure 10 The Small and Medium-sized Business Financial Advice Industry in Canada 11 3 Distribution Channels and Business Structures Overview 13 Distribution Channels 13 Business Structures 16 4 Regulatory Framework Overview 19 Mutual Fund Licensing and Regulation 19 Investment Licensing and Regulation 20 Life Insurance Regulation and Licensing 22 Canadian Regulatory Trends and Cost of Compliance 27 Global Jurisdictional Regulatory Overview 32 5 Impact of Financial Advisors on their Clients Overview 41 The Role of a Financial Advisor 41 The Components of Financial Advice 43 The Financial Advice Process 44 Benefits to Clients 44 Quantifying the Impacts of Advice on Client Net Worth 48 6 The Small and Medium-sized Business Financial Advice Industry: Definition, Opportunities and Challenges Overview 51 Small and Medium-sized Business Financial Advice Industry Definition 51 Consumers of Financial Advice 58 Implications of Industry Trends and Proposed Regulatory Changes 61 Opportunities 65 Critical Success Factors 68 7 Economic Impacts of the Small and Medium-sized Business Financial Advice Industry Overview 71 Employment Contribution 72 GDP Contribution 73 Tax Revenue Contribution 73 Spinoff Benefits and Multiplier Effects 74 Summary 76 Appendix A: Definition of Terms 79 Appendix B: Economic Impact Assessment Study 1 Introduction 87 2 Study methodology and data 89 3 Economic impact results 98 Appendix B1: Non-extrapolated economic impact results 105 Appendix C: Advocis Economic Impact Survey 109 Appendix D: Financial Advice Process 116 Appendix E: Bibliography 118

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7 Executive Summary Background Financial advisors provide a range of services to clients through the provision of investment, retirement and risk planning and advice as well as the sale of one or more financial products; specifically, mutual funds, securities and life and health insurance. They sell products through a variety of distribution channels, ranging from Canada s largest banks to small local businesses with a single employee. The small and medium-sized business (SMB) financial advice industry segment is an important component of the broader financial advice industry, comprising approximately 80% of the total number of financial advisors. 1 It includes financial advisors operating out of independent mutual fund and securities dealers, independent insurance agencies, exclusive agents of insurance companies and full service securities brokerages that are not affiliated with large financial institutions (e.g. credit unions and the Big-Six banks). The Financial Advice Industry in Canada The Canadian financial advice industry is bracing for significant change. Global economic volatility has led to investor uncertainty in equity markets. Recent periods of low savings rates and the trend away from defined benefit pension plans have heightened anxiety about preparedness for retirement, especially within the baby boomer generation. Customer preferences, particularly those of younger segments of the population, are shifting toward a desire for increased knowledge and control of a household s financial situation and investment status. Additionally, new regulatory requirements regarding financial advisors relationships with their clients are being contemplated in Canada and the US. In the wake of the financial crisis and a number of well-publicized cases of investment fraud, such regulations have already been adopted in the UK and Australia. Such changes have, in some cases, had unexpected consequences on the small and medium-sized (SMB) financial advice segment of the industry. Here in Canada, financial advisors in the SMB segment are already under pressure to consider new business models, products, customer segments and channels to maintain their unique value proposition and be sustainable in the future. Whether this segment of the industry is able to adapt will have a significant impact on the approximately 80,000 financial advisors working in the segment today, on the 12 million Canadian households considered part of their mass market customer base and on the Canadian economy as a whole. Study Objectives To assist in developing a robust understanding of the financial advice industry in Canada, The Financial Advisors Association of Canada (Advocis) engaged PricewaterhouseCoopers LLP (PwC) to conduct a comprehensive and objective analysis of the industry, the issues and challenges faced by the SMB financial advice segment, and an analysis of the industry s economic impact. PwC conducted the economic impact study in conjunction with HDR Corporation. This study seeks to inform the public, key policy makers and regulators on the impact of SMB financial advisors across Canada. These advisors run their own businesses advising millions of individuals, families and companies (i.e. typically entrepreneurs and small businesses) on a wide range of financial matters to assist them in meeting their long term financial goals. sound advice 1

8 Approach In order to complete the study, a variety of primary and secondary research approaches were used, including: n Industry research on the composition and key characteristics of the SMB financial advice segment, in addition to consumer characteristics and emerging industry trends. n A review of regulatory frameworks in Canada and in other jurisdictions (i.e. the UK, US and Australia), in order to understand recent and proposed regulatory changes and their estimated impacts. n An SMB Financial Advisor Survey of approximately 1,800 SMB financial advisors across Canada in order to obtain specific data regarding demographics, revenues, expenses and employees. n An estimate of the economic impacts of the industry based on the results of the SMB Financial Advisor Survey, and information from Investor Economics and Statistics Canada. Summary of Key Findings Following the research phase of the study, PwC identified a number of key findings related to the SMB financial advice industry. Highlights of these key findings are identified below. SMB financial advisors play a unique role in the financial advice industry by virtue of the range of products and services they provide, the range of consumers they serve and the value they provide those consumers. SMB financial advisors have a distinctive and varied role when it comes to providing advice to their client-base. Specifically, they enhance consumer access and choice in the financial advice industry by: n Providing advice on and selling mutual funds and securities. n Providing advice on and selling individual (i.e. non-group creditor) life insurance which cannot be provided by advisors or loan personnel working in bank branches due to prohibiting legislation. 2 n Providing specialty services and competitive products (key components of financial advice see diagram on next page) to clients with lower levels of investible income on average. This client segment represents a significant part of the market, given that 80% of Canadian households have fewer than $100,000 in financial assets. n Clients of SMB full service brokerages have an average of $169,000 in investible assets, compared to an average of $430,000 for clients at full service brokerages owned by Canada s largest banks. n Clients of SMB financial advisors licensed to sell mutual funds have an average $44,000 in assets, compared to an average of $109,000 in assets held by clients of branchbased financial advisors (i.e. advisors licensed to sell securities or mutual funds only). n Providing an integrated approach to addressing the financial needs and goals of their clients. SMB financial advisors work with their clients to incorporate a range of disciplines into their financial planning (e.g. financial and tax planning, portfolio risk diversification, insurance policy selection). n Educating their clients on financial matters from savings and investment discipline to the impact of short-term financial decisions on long term goals. n Helping to increase the net worth of their clients from an investment perspective, as compared to investors who do not have a financial advisor. n Studies have shown that financial advice correlates with higher investor net worth. Specifically, studies have found that investors with financial advisors have a higher net worth as compared to those without, that this differential increases over the course of an investor s relationship with a financial advisor, and that there is a significant benefit to investor net worth when they obtain tax planning assistance from an advisor. 3 n Controlling for other factors, one study found that investors who did not have a financial advisor generated approximately half the net worth of investors who had a financial advisor over 10 to 14 years. 4 Most importantly, many SMB financial advisors have the flexibility to assist their clients across all stages of the financial advice lifecycle (see figure below). Regardless of where a client is in the lifecycle, SMB financial advisors can assist them with financial and investment planning so that they can meet their financial goals and objectives. 2 sound advice

9 EXECUTIVE SUMMARY THE FINANCIAL ADVICE LIFECYCLE LIFE EVENT TRIGGER CLIENT NEED LIFE EVENT TRIGGER CLIENT NEED University University New business New business Apartment Apartment New home New home Expanding business Expanding business Bigger home Bigger home University University First car First car Children Children Retirement Retirement Buy stuff, travel Buy stuff, travel Initiate banking Initiate relationship banking relationship (savings/chequing (savings/chequing accounts) accounts) Enter college, Enter workforce college, workforce (payment (payment vehicles vehicles credit/debit, credit/debit, auto loans) Marriage Marriage (joint chequing (joint accounts, chequing RRSPs) accounts, RRSPs) Birth of a child Birth (RESPs, of a new child (RESPs, home mortgage, new home insurance) mortgage, insurance) auto loans) School-aged Universitybound University- children children School-aged (home equity children loans, (home (investments, bound children RESPs, equity loans, insurance) education (investments, loans, RESPs, insurance) second education mortgages) loans, second mortgages) Legacy Legacy Retirement (investments, Retirement reverse (investments, mortgage, estate reverse planning, mortgage, pension estate planning, distribution) pension plan distribution) Teenagers/ Teenagers/ students students Single Single adults adults Childless Childless couples couples Young Young families families Established families Established families Empty nesters Empty nesters Household Investible Assets Mature adults Mature adults Household Debt Household Investible Assets Household Debt THE COMPONENTS OF FINANCIAL ADVICE THE COMPONENTS OF FINANCIAL OF FINANCIAL ADVICE ADVICE FINANCIAL PLANNING FINANCIAL Budgeting PLANNING and creating a financial plan Budgeting and creating Managing debt (mortgage, a financial plan line of credit, student loans) Managing Preparation debt for (mortgage, financial line contingencies of credit, student and loans) Preparation milestonesfor financial contingencies Financial goal-setting and milestones Savings Financial goal-setting Savings INSURANCE PLANNING & RISK MANAGEMENT ADVICE INSURANCE PLANNING & RISK Renters/Home MANAGEMENT insurance ADVICE Life insurance Renters/Home insurance Disability insurance Life insurance Critical illness insurance Disability Personal insurance health insurance Critical Portfolio illness risk analysis insurance Personal health insurance Portfolio risk analysis INVESTMENT ADVICE & PLANNING INVESTMENT ADVICE & PLANNING Portfolio management (mutual funds, stocks, Portfolio management bonds, GICs, etc.) (mutual funds, stocks, Portfolio diversification bonds, and balancing GICs, etc.) Portfolio RRSPs, TFSAs, diversification RESPs and balancing RRSPs, TFSAs, RESPs RETIREMENT PLANNING & ESTATE PLANNING RETIREMENT PLANNING & ESTATE Retirement PLANNING income planning Retirement income Pension planning Wills and trusts Pension Wills and trusts ADDITIONAL SERVICES ADDITIONAL Tax planning SERVICES Small business Tax planning planning Small business Relationships with other service planning providers Client Relationships education with other and service awareness providers Client education and awareness sound advice 3

10 The SMB segment of the financial advice industry in Canada has a direct economic impact of approximately $19 billion in GDP and 180,000 jobs. Economic impact modelling based on the results of a survey of the SMB financial advice industry conducted as a part of this study show that the direct industry impacts include approximately $19 billion in GDP and 180,000 jobs. The regional breakdown of these impacts is shown in the figure below. REGIONAL BREAKDOWN OF GDP IMPACTS FROM THE SMB FINANCIAL ADVICE INDUSTRY ECONOMIC IMPACT BY CANADIAN INDUSTRY Industry GDP Employment SMB Financial Advice Industry Direct Impacts 1.1% 1.2% Total Impacts 1.4% 1.5% Other Industries: Direct Impacts Only Finance and Insurance 6.6% 4.6% Mining, Oil and Gas Extraction 4.3% 1.5% Pharmaceuticals 0.3% 0.2% Motor Vehicle Manufacturing 0.9% 0.3% Aerospace 0.6% 0.2% Atlantic Canada, $1.3B 6.8% Alberta, $2.4B 12.7% British Columbia, $2.8B 14.8% Manitoba & Saskatchewan, $1.2B 6.2% Quebec, $3.0B 15.9% TOTAL DIRECT IMPACT: $18.9 BILLION Ontario, $8.2B 43.7% Taking into account indirect effects (i.e. the spillover effects of spending on supplies and services by the industry) and induced effects (i.e. the ripple effects of spending by individuals who are employed by the industry or its suppliers), the total economic impact of the SMB financial advice industry is approximately $25 billion in GDP and 240,000 jobs. 5 As shown in the table below, the SMB financial advice industry is also a significant component of the finance and insurance industry in Canada. It represents over 15% of the GDP contribution of the entire finance and insurance industry and 30% of the jobs contribution. These economic impacts exceed those of the motor vehicle manufacturing industry, the pharmaceuticals industry and the aerospace industry. The SMB financial advice industry is facing unprecedented changes. These changes will likely have a significant impact on SMB financial advisors and the services they provide. The environment in which SMB financial advisors do business is shifting rapidly. Over the coming years, a number of issues are expected to have an impact on the ability of SMB financial advisors to successfully meet the needs of their clients in a cost-effective and sustainable way. Key changes facing the industry include: Regional Breakdown of G n Client behaviour, demographics and preferences are changing rapidly. With the development of new consumer technologies, investors are increasingly expressing a preference to retain control of, and receive real-time information regarding, their investments. However, the use of self-directed investment services is also on the rise, partly due to an investing environment where consumers have increasing uncertainty in their ability to meet investment goals (e.g. saving enough for retirement), desire to do their own research and have better control over their investment and financial matters. Consumers are also researching and purchasing insurance online at an increasing rate. These shifting demands are putting pressure on SMB financial advisors to innovate and scale their businesses to maintain their unique value proposition and communicate it to their clients. n Potential and in-progress regulatory reforms may have a profound impact on this industry. New model regulations, including Client Relationship Model Phase 2 (CRM2), and Point of Sale (POS), in Canada represent a significant expansion in transparency requirements and could affect the relationship of advisors with their clients. Reforms regarding embedded financial advisor compensation and fiduciary duty measures are also in discussion with the intention to better protect and inform consumers. 4 sound advice

11 EXECUTIVE SUMMARY These reforms, however, could have unintended consequences similar to those experienced in the UK and Australia. For example, some reports have indicated that financial advisors in these jurisdictions have moved away from providing affordable and accessible comprehensive financial advice, leaving mass market and lower income consumers with access only to do-it-yourself or modular advice. n Following the introduction of retail distribution reforms in the UK banning advisor commissions, implementing new requirements regarding the clarity of advice and introducing new professional educational requirements, the number of financial advisors dropped by approximately 25%, or 10,000 advisors. 6 At the same time, the revenue per client necessary to maintain a viable financial advisory business increased, causing advisors to target clients with a higher net worth and reduce their focus on those with less investible income. 7 n In Australia, the Future of Financial Advice (FOFA) reforms banned embedded commissions and other types of remuneration, established a best interests legal duty, introduced mandatory client opt-in measures and expanded requirements regarding fee disclosure. These changes have increased the costs associated with serving clients to financial advisors by more than 30%. 8 In total, industry organizations estimate that the compliance costs related to FOFA reforms have been $700 million AUD so far. 9 This has led industry commentators to express concern that advisors cannot achieve advantages of scale in their businesses without re-focusing their attention on clients with a higher net worth. Given that the vast majority of Canadian households fall into the mass-market segment (i.e. households with less than $100,000 in investible assets), proposed reforms could result in reduced access and a reported lack of consumer willingness to pay an appropriate fee for financial advice. n SMB financial advisors face significant barriers and industry competition, which heightens the need for a differentiated value proposition. Most successful SMB financial advisors rely on established client bases cultivated over time through word of mouth and good relationship management. This poses a significant barrier to entry as hiring new advisors comes with a significant risk and cost for SMB distributors or product manufacturers. Non-SMB financial advisors selling mutual funds in bank branches also have significant competitive advantages over SMB financial advisors, including exposure, presence, potential product integration and access to marketing resources. Conclusion The SMB financial advice industry segment is a critical subset of the financial advice industry; SMB advisors serve a broad customer base, provide unique value and have a significant economic impact on Canada. While change is necessary, regulatory reform must be carefully balanced and managed to achieve desired outcomes while avoiding unintended consequences. From the research conducted as a part of this study, a number of conclusions were identified with respect to the important role of the SMB financial advice sector and activities that would help Canada implement appropriate regulatory changes while recognizing the importance of fostering SMB financial advisors ability to continue helping their unique client-base meet and exceed their financial goals and objectives. To be successful, SMB financial advisors need to adapt their business models and product and service offerings to enhance their unique value proposition. SMB financial advisors have a distinctive value proposition based on their ability to provide a holistic approach to financial planning to their clients. These advisors need to be proactive when it comes to addressing and exceeding proposed transparency requirements and the desire of their clients to obtain more information so they can assess the services they receive relative to the fees that they pay. By acting proactively, SMB financial advisors can maintain their status as trusted business advisors, even among clients who are more informed than ever regarding their investment opportunities. SMB financial advisors also need to focus on developing a customer-centric business model which leverages technology and responds to changing client needs and preferences. These business models must be sufficiently scalable to allow advisors to serve clients in different market segments, particularly the mass market consumer segment (i.e. households with less than $100,000 in investible assets), the mass affluent consumer segment (i.e. households with $100,000 to $250,000 in investible assets), and the 60% of Canadian households that do not have insurance or recognize that their insurance coverage is insufficient. 10 These market segments include the majority of Canadians, yet are not the primary focus of many larger financial advisory firms. sound advice 5

12 Additionally, SMB financial advisors could better meet changing market needs by shifting from a traditional delegated advice service model, wherein a client relies on an advisor to provide all information and execute all transactions, to a guided self-service model. A guided self-service model would provide investors with the opportunity to have more control over their investments, while benefitting from advice when they are not confident regarding particular decisions. In reality, while many financial service firms offer online brokerage services and other tools on their websites, most have not integrated these offerings into a full digital advisor-based user experience (i.e. through mobile access to advice and social media connectivity). It is important to note that there are potential regulatory implications to this model. For example, regulators are currently looking at addressing concerns regarding the provision of advice over social media. Regulatory reform needs to be balanced and consider potential impacts on client choice and client benefits associated with access to SMB financial advisors. Regulatory reform in the financial advice industry should consider the experience of similar efforts in the UK and Australia, where regulatory change intended to protect and inform consumers appears to have led to a decline in access to financial advice for the majority of consumers and a decrease in the number of SMB financial advisors. Canada needs to undertake balanced, needs-based reforms that recognize the important role SMB financial advisors have with respect to providing services to specific market segments, in addition to their contribution to the Canadian economy as a whole. 11 This balance is essential to ensure reforms benefit the financial advice industry while not impairing the accessibility or affordability of financial advice for the 80% of Canadians in the mass market segment. ENDNOTES 1 Investor Economics Strategy Consulting. Financial Advice Industry Statistics Draft, Section 1 & Starky, Sheena. Banking on Insurance: Bank Retailing of Insurance Products. Library of Parliament Parliamentary Information and Research Service, PRB E, June 19, 2006; Insurance Business (Bank and Bank Holding Companies) Regulations, SOR / (Bank Act). Pg Montmarquette, Claude. An Econometric Analysis of Value of Advice in Canada. CIRANO, Pg. 19. KPMG Econotech. Value Proposition of Financial Advisory Networks. Prepared for the Investment and Financial Services Association, IPSOS Reid. The Value of Advice. Prepared for the Investment Funds Institute of Canada, Montmarquette, Claude. An Econometric Analysis of Value of Advice in Canada. CIRANO, See Section 7 of the main report for further details. 6 Dew, Laura. News Analysis: Graduates in Financial Planning. Financial Planner, Clare, A., et al. The impact of the RDR on the UK s market for financial advice Challenge and opportunity. Cass Business School, City University of London, Pg Taylor, Mike. Advice costs rise 33% post-fofa, Money Management, Bainbridge, Amy. Questions raised over Government s proposed changes to Future of Financial Advice legislation. ABC News Website. Feb 17, Retrieved from: 10 Retzloff, Cheryl D. Canadian Billion Dollar Baby Revisited Sales Potential of the Underinsured Life Insurance Market. LIMRA Pg Further information regarding regulatory related implications, opportunities and success factors can be found in Section 6 of this study. 6 sound advice

13 1. Introduction Background The Canadian financial advice industry is bracing for significant change. Global economic volatility has led to investor uncertainty in equity markets. Recent periods of low savings rates and the trend away from defined benefit pension plans have heightened anxiety about preparedness for retirement, especially within the baby boomer generation. Customer preferences, particularly those of younger segments of the population, are shifting toward a desire for increased knowledge and control of a household s financial situation and investment status. Additionally, new regulatory requirements regarding financial advisors relationships with their clients are being contemplated in Canada and the US. In the wake of the financial crisis and a number of well-publicized cases of investment fraud, such regulations have already been adopted in the UK and Australia. Such changes have, in some cases, had unexpected consequences on the small and medium-sized (SMB) financial advice segment of the industry. Here in Canada, financial advisors in the SMB segment are already under pressure to consider new business models, products, customer segments and channels to maintain their unique value proposition and be sustainable in the future. Whether this segment of the industry is able to adapt will have a significant impact on the approximately 80,000 financial advisors working in the segment today, on the 12 million Canadian households considered part of their mass market customer base and on the Canadian economy as a whole. Study Objectives To assist in developing a robust understanding of the financial advice industry in Canada, The Financial Advisors Association of Canada (Advocis) engaged PricewaterhouseCoopers LLP (PwC) to conduct a comprehensive and objective analysis of the industry, the issues and challenges faced by the SMB financial advice segment, and an analysis of the industry s economic impact. PwC conducted the economic impact study in conjunction with HDR Corporation. This study seeks to inform the public, key policy makers and regulators on the impact of SMB financial advisors across Canada. These advisors run their own businesses advising millions of individuals, families and companies (i.e. typically entrepreneurs and small businesses) on a wide range of financial matters to assist them in meeting their long term financial goals. Methodology and Approach The study included 6 major activities. These included: n Development of an industry profile of the financial advice industry nationally and by province, including number of financial advisors in each sub-sector, key trends and changes in each sub-sector, distribution channels and business models and estimates of client reach. n Identification of business structures, including income by type of advisor, primary compensation models and an analysis of the percentage share of compensation by type. n Review of the regulatory frameworks, both nationally and by province, including licensing, market conduct, cost of compliance and regulatory developments. This review also included a scan of other jurisdictions. n Examination of the impact that financial advisors have on their clients, including key components of the advice continuum and examination of the full spectrum of benefits delivered by the industry. sound advice 7

14 n Identification of the key issues and challenges faced by the SMB financial advice segment of the industry, including the critical success factors that need to be in place to drive long term viability and growth. n Analysis of the economic impacts, both direct and indirect, of the SMB financial advice industry nationally and by province in terms of employment, GDP, tax revenues, spinoff benefits and multiplier effects. In order to complete the above activities, a variety of primary and secondary research approaches were used, including: n Industry research on the composition and key characteristics of the SMB financial advice segment, in addition to consumer characteristics and emerging industry trends. n A review of regulatory frameworks in Canada and in other jurisdictions (i.e. the UK, US and Australia), in order to understand recent and proposed regulatory changes and their estimated impacts. n An SMB Financial Advisor Survey of approximately 1,800 SMB financial advisors across Canada in order to obtain specific data regarding demographics, revenues, expenses and employees. n An estimate of the economic impacts of the industry based on the results of the SMB Financial Advisor Survey, and information from Investor Economics and Statistics Canada. The findings of this study are based on the results of the SMB Financial Advisor Survey conducted by PwC, economic impact analysis conducted by HDR Corporation, data obtained from Investor Economics and a range of secondary research sources. Limitations This study was conducted in accordance with PwC s engagement letter dated January 27, 2014 and is subject to the terms and conditions included therein. To conduct the study, PwC relied upon the completeness, accuracy and fair presentation of all information, data, advice, opinions or representations obtained from various sources which were not audited or otherwise verified. These sources (collectively, the Information ), included: n Investor Economics. n Data obtained from advisors responding to the SMB Financial Advisor Survey. n Publicly available studies and reports. n Other publicly available data and information. The findings of this study are conditional upon such completeness, accuracy and fair presentation of the information, which has not been verified or audited by PwC. This study was limited to the analysis described herein. PwC provides no opinion, attestation or other form of assurance with respect to the results of this study. PwC reserves the right at its discretion to withdraw or make revisions to this study should we be made aware of facts existing at the date of the study that were not known to us when we prepared this study. The findings are as of May 31, PwC is under no obligation to advise any person of any change or matter brought to its attention after such date which would affect the findings, and PwC reserves the right to change or withdraw this study. Input-output analysis, used to estimate economic impacts, does not address whether the inputs have been used in the most productive manner or whether the use of these inputs in a given industry promotes economic growth by more than their use in another industry or economic activity. Nor does input-output analysis evaluate whether, when or where these inputs might be employed elsewhere in the economy if they were not employed in a given industry at this time. Input-output analysis studies the direct, indirect and induced economic impacts that can reasonably be expected to result in the economy when these inputs are used in a given industry, based on historical relationships within the economy. This study has been prepared solely for the use and benefit of, and pursuant to a client relationship exclusively with, Advocis. PwC disclaims any contractual or other responsibility to others based on its use and, accordingly, this information may not be relied upon by anyone other than Advocis. Any third party reader of this study: n Understands that it was conducted by PwC in accordance with instructions provided by Advocis and was conducted exclusively for Advocis sole benefit and use; n Acknowledges that this study may not include all information or analysis deemed necessary for the purposes of the third party; and n Agrees that PwC, its partners, employees and agents neither owe nor accept any duty or responsibility to it, whether in contract or in tort (including without limitation, negligence and breach of statutory duty), and shall not be liable in respect of any loss, damage or expense of whatsoever nature which is caused by any use, decisions made, or actions taken by the third party reader based on this study or which is otherwise consequent upon the gaining of access to this study by the third party reader. 8 sound advice

15 2. Industry Profile Overview This section provides an overview of the financial advice industry in Canada, which is comprised of advisors focused on providing financial advice to Canadian investors related to one or more financial products (e.g. mutual funds, securities, life insurance, health insurance). These financial advisors provide services to customers through a variety of distribution structures from large financial organizations (i.e. bank or insurance branches and brokerage offices) to smaller, independently owned businesses. For the purposes of this study, Canadian financial advisors have been grouped into categories based on financial productspecific licensing and proficiency requirements, in addition to the distribution structures mentioned above. These financial advisor category definitions, along with national and regional statistics, have been used to create a broad industry profile. This section also includes a definition of the SMB financial advice segment in order to establish proper context and scope for the remainder of the study. The Financial Advice Industry in Canada Financial advisors typically advise clients on investment, retirement and estate planning; risk management through insurance protection solutions; tax planning; employee benefit plans; disability coverage; and long term care and critical illness insurance. 12 Professional financial advisors help Canadians prepare for important events and needs throughout their lives, and to become more financially self-sufficient. Financial advisors play a fundamental role in raising the financial literacy of their clients [and] help Canadians to save and plan for their future, and to protect the savings they have accumulated through comprehensive planning and a wide range of life and health insurance and investment solutions Professional financial advisors and planners help consumers make sound financial decisions They are experts who can provide a full range of financial services, including estate and retirement planning, wealth management, risk management and tax planning. 13 Financial advisors provide relevant advice to their clients and assist them with the purchase of financial products. Financial advice can be provided to consumers through a number of channels, including face-to-face meetings, over the phone, and through the internet or other digital mediums. 14 For the purposes of this report, the definition of financial advisor is limited to client-facing advisors. The scope of the products that client-facing advisors can sell is determined by the license or licenses they hold. The following table provides a summary of product scope for license holders. 15 Investment Industry Regulatory Organization of Canada (IIROC) License Mutual Fund Dealers Association of Canada (MFDA) License Permits advisors to sell securities, including guaranteed investment certificates, stocks, bonds, mutual funds, exchange traded funds (ETFs), options and other derivatives. Permits advisors to sell mutual funds only. Insurance License 16 Permits advisors to sell insurance, includ - ing life insurance policies, investments, disability and health insurance. Advocis, The Financial Advisors Association of Canada sound advice 9

16 Most financial advisors in Canada hold financial industry certifications and designations; many hold a dual license, including an insurance license and a mutual fund (i.e. through the Mutual Fund Dealers Association of Canada) or full securities (i.e. through the Investment Industry Regulatory Organization of Canada) license. 17 These financial advisors are licensed and regulated to work with clients in a fair and honest way, in good faith, and to recommend suitable investments and plans in line with their clients risk tolerance and financial goals. Most financial advisors receive compensation for the financial products that they offer to clients. Structures vary depending on the advice channel and product. Advisors are usually paid by salary, commission, a flat fee, or a combination of these methods. 18 Further information regarding financial advisor compensation models is provided in Section 3 of this study. Financial Advisors in Canada Industry Structure Under Canada s various regulatory regimes, financial advisors typically fall into 4 broad segments: Full Service Brokerage, Branch Advice, Insurance-based and Financial Advisor Dealer. The focus of these advisors is directly related to their licensing and the orientation of the channel through which they do business. A definition of each segment is provided in the following table: 19 Industry Segment Full Service Brokerage Branch Advice Insurance-based Definition Advisors working through full service brokerage firms that provide financial advice and a wide range of discretionary and non-discretionary investment services based on funds, individual securities and insurance. Over two-thirds of these advisors work for full service brokerage firms that are owned by deposit-taking (e.g. bank owned) firms, while the remaining advisors work in non-bank owned or independent organizations. Advisors that offer a limited range of financial planning and investment products and services through branches of deposit-taking institutions (e.g. banks, credit unions). There are three types of insurance-based advisors: Managing General Agent (MGA): Independent insurance advisors contracted by an MGA and carrier to provide advice on and sell insurance products for which the MGA holds a distribution contract. Advisor-MGA contracts are not exclusive. Directly Contracted: Independent insurance advisors that hold a direct contract with a life or health insurer rather than through an intermediary such as an MGA. The contract is not exclusive and they remain independent although volume requirements may limit an advisor s ability to carry multiple contracts. Career Exclusive Insurance-based Advisors: Advisors that are affiliated exclusively with a major insurance company to sell specific products but are independently contracted. As a result, they are considered to be small businesses (i.e. their contract is not based on an employee/employer relationship). Financial Advisor Dealer Advisors operating outside of deposit taking branch network who provide access to a wide range of services including planning, investment and insurance services. These advisors fall into two categories: n Independent Advisors: These advisors are typically small and medium-sized business owner-operators (i.e. single person or small advisory firms with more than one advisor). They are independently-contracted to distribute life and health insurance and wealth products (e.g. mutual funds, securities) and services through multiple financial services manufacturers (e.g. life insurance companies, fund managers). n Career Exclusive Advisors: These advisors are affiliated exclusively with an investment firm to sell specific products but are independently contracted. As a result, they are considered to be small businesses (i.e. their contract is not based on an employee-employer relationship). However, some product offerings distributed by this segment are also available from third party financial services providers. 10 sound advice

17 2. INDUSTRY PROFILE Industry Structure by Financial Advisor Segment 20 Approximately 100,000 individuals in Canada carry one or more financial service licenses and fall into one of the four financial advisor segments. The Financial Advisor Dealer segment represents the largest group and includes a wide range of organizations from integrated financial services firms with dedicated sales forces to smaller, independently owned firms that sell third party products exclusively. 21 The table and graph below provide a breakdown of the number of financial advisors in each segment, in addition to their market share. Industry Segment Number of Advisors (2013) % of Industry Full Service Brokerage 10,162 10% Branch Advice 13,177 13% Insurance-based 44,074 44% Financial Advisor Dealer 32,459 33% Total 99, % INDUSTRY SEGMENTS Growth Trends and Provincial Comparison 22 The total number of licensed advisors has grown by 4,379 or 4.6% (i.e. from 95,492 to 99,872) over the past three years. During this time, most advisor segments have shown flat or slightly downward trends, with the exception of the Insurancebased segment, which grew by 4,637 advisors (i.e. from 39,437 to 44,074) or 12%. The following table provides a comparison of industry participants per sector between 2010 and FINANCIAL ADVISOR POPULATION IN 2010 AND 2013 Industry Segment Full Service Brokerage 10,292 10,162 Branch Advice 13,000 13,177 Insurance-based 39,437 44,074 Financial Advisor Dealer 32,763 32,459 Total 95,492 99,872 Source: Investor Economics Branch Advice 13% Full Service Brokerage 10% Financial Advisor Dealer 33% The following figure provides an overview of the provincial breakdown of financial advisors across each segment and a comparison of relative advisor coverage per province. 23 The percentage of advisors in each province or territory generally mirrors the percentage of population share, with the exception of Ontario which has a higher percentage share of advisors relative to population share (i.e. 45% of advisors versus 39% population) and Quebec, which has a lower percentage share of advisors relative to population share (i.e. 19% of advisors versus 24% population). Insurance-based 44% The Small and Medium-sized Business Financial Advice Industry in Canada The small and medium-sized business financial advice industry includes approximately 80% of all financial advisors in Canada, or approximately 80,000 of 100,000 advisors. 24 This group includes financial advisors operating out of independent mutual fund and securities dealers, independent insurance agencies and exclusive agents of insurance companies and full service securities brokerages that are not affiliated with Canada s Big-Six banks. The composition of SMB and non-smb financial advisors is provided in the following table. Industry Segment Number of SMB Advisors Number of Non-SMB Advisors Full Service Brokerage 3,735 6, Branch Advice 13, Insurance-based 44,074 Financial Advisor Dealer 32,459 Total 80,268 19,604 A comprehensive profile of each SMB Financial Advisor segment is provided in Section 6 of this study. sound advice 11

18 THE FINANCIAL ADVISOR INDUSTRY IN CANADA BRITISH COLUMBIA FA Dealers 4,052 FSB 1,894 Branch Advice 1,729 Insurance-based 6,056 Total 13, % OF ADVISORS 13.0% OF POPULATION ALBERTA FA Dealers 2,639 FSB 1,329 Branch Advice 1,463 Insurance-based 5,686 Total 11, % OF ADVISORS 11.4% OF POPULATION TERRITORIES FA Dealers 27 FSB 8 Branch Advice 10 Insurance-based 26 Total % OF ADVISORS 0.3 % OF POPULATION SASKATCHEWAN FA Dealers 1,001 FSB 248 Branch Advice 533 Insurance-based 918 Total 2, % OF ADVISORS 3.2% OF POPULATION MANITOBA FA Dealers 1,251 FSB 254 Branch Advice 666 Insurance-based 768 Total 2, % OF ADVISORS 3.6% OF POPULATION ONTARIO FA Dealers 14,418 FSB 4,170 Branch Advice 4,915 Insurance-based 21,114 Total 44, % OF ADVISORS 38.5% OF POPULATION Notes: FSB: Full service brokerage FA Dealer: Financial advisor dealer Financial advisor data from Investor Economics Canadian population data as of July 1,2013 from Statistics Canada, CANSIM table QUEBEC FA Dealers 7,178 FSB 1,790 Branch Advice 3,202 Insurance-based 6,709 Total 18, % OF ADVISORS 23.2% OF POPULATION NEW BRUNSWICK FA Dealers 573 FSB 159 Branch Advice 212 Insurance-based 816 Total 1, % OF ADVISORS 2.2% OF POPULATION NEWFOUNDLAND & LABRADOR FA Dealers 396 FSB 68 Branch Advice 109 Insurance-based 532 Total 1, % OF ADVISORS 1.5% OF POPULATION PRINCE EDWARD ISLAND FA Dealers 104 FSB 34 Branch Advice 32 Insurance-based 256 Total % OF ADVISORS 0.4% OF POPULATION NOVA SCOTIA FA Dealers 821 FSB 209 Branch Advice 305 Insurance-based 1,193 Total 2, % OF ADVISORS 2.7% OF POPULATION ENDNOTES 12 Advocis. The Financial Advice Industry in Canada: An Economic Profile. September Pg Advocis. The Value of Financial Advice. Retrieved from: Pg Additional information regarding alternative financial advice channels is provided in Section Detailed information regarding each licensing category is provided in Section Life insurance licensing is administered and managed by provincial regulators. Further details are provided in Section The combination of MFDA and IIROC licenses are not included in the definition of dual license as financial advisors cannot hold both licenses simultaneously. 18 Canadian Securities Administrators. Working with a financial advisor Investor Economics Strategy Consulting. Financial Advice Industry Statistics Draft, Section 1 & Pg Investor Economics Strategy Consulting. Financial Advice Industry Statistics Draft, Section 1 & Note that the number of advisors shown in this study does not include back-office staff, who may be licensed to sell securities or mutual funds but who do not advise clients. 21 Examples of integrated financial services firms with a dedicated exclusive salesforce are Sun Life, Industrial Alliance, Quadrus (dealer for London Life, Great West Life and Canada Life), Investors Group and Primerica. 22 Investor Economics Strategy Consulting. Financial Advice Industry Statistics Draft, Section 1 & Ibid. 24 Ibid. 25 IIROC licensed financial advisors working for Canada s Big Six banks. 26 The branch advice channel is comprised of the major deposit-takers, particularly the big banks. These in-branch advisors are engaged primarily in investment and financial planning, and are predominantly registered to the MFDA arms of deposit-takers (source: Investor Economics Strategy Consulting. Financial Advice Industry Statistics Draft, Section 1 & ). 12 sound advice

19 3. Distribution Channels and Business Structures Overview This section describes the primary distribution channels (i.e. insurance, mutual funds and securities), through which both SMB and non SMB financial advisors sell products to consumers. The current business structures for each primary distribution channel are also outlined, including prevalent income, compensation and expense models utilized by both financial advisors and distribution entities (i.e. insurance agencies and mutual fund broker-dealers). Distribution Channels The distribution landscape for Canadian financial advice has evolved from a product-centric focus to a more customer-centric, advice-based focus. Historically, financial advisors specialized and obtained licenses for specific product categories (e.g. life, accident, and sickness insurance; mutual funds, securities). Today, most advisors obtain multiple licenses and complete a wide variety of financial proficiency programs so that they can meet increasing consumer demand for holistic, plan-centric advice. Financial advisors are supported either by independent distributors or by product manufacturers directly through a branch network. This has led to the development of key distribution channels, each with its own emphasis or weighting based on product orientation and licensing. The structure of Canadian distribution channels is depicted in the following figure, followed by a summary of each of the key channels. sound advice 13

20 DISTRIBUTION CHANNELS In Scope for Economic Impact Study Out of Scope for Economic Impact Study Manufacturing (Products) Layer INSURANCE COMPANIES MUTUAL FUNDS OTHER AND SECURITIES BANK & BROKER PRODUCTS Independent Exclusive Independent Exclusive IIROC Deposit Brokers Distribution Layer National Accounts MGAs AGAs Branches Dealers Branches Branches Independent Bank Owned Principal- Agency Model Dealers Group Brokers Independent Brokers Sales Representatives Employees Sales Representatives Mortgage Brokers Financial Advisory Layer Financial Advisors Career Exclusive Agents Housed Non-Housed Housed Non-Housed Financial Advisors Specialists Housed Non-Housed Financial Advice Insurance Distribution In the insurance segment, there are two types of distribution channels: independent and exclusive. Financial advisors in the exclusive channel, with some minor exceptions, represent the company for which they are contracted. As a result, while the advice may be broad and comprehensive, the products offered to clients in order to achieve their financial objectives will be those developed by a specific insurance company. Generally the companies that operate within this channel also provide their advisors with the ability to offer mutual funds through an owned or contracted mutual fund dealer. The independent channels include: Managing General Agents, independent brokers and national account firms. Group brokers are also included in this channel, however, they are distinct in that their clients are businesses rather than individuals, and the products they offer are group employee benefits which are not managed within a one-on-one advisor-customer relationship. MGAs are the largest independent life insurance channel, with approximately two thirds of independent life insurance sales. MGAs contract with one or more life insurance companies and offer their agents/brokers a wide selection of products. As a result, these financial advisors can offer a wide variety of solutions to meet the financial needs of their clients. Associate General Agencies (AGAs) also support independent financial advisors in a manner similar to MGAs, but on a smaller scale. AGAs are associated with an MGA. Financial advisors can work with more than one MGA/AGA and can also deal directly with one or more insurance companies in order to broaden their product selection. Independent brokers are financial advisors who operate on their own, or with other advisors, and deal directly with an insurer to offer specific products to their customers. While these advisors deal directly with providers rather than through a distribution organization, they remain independent and may also have a relationship with one or more MGAs. Not all insurers offer this channel option, however, those that do enjoy strong relationships with the advisors they work with. 14 sound advice