B-Ds fret over proposed placement agent rules

A bill introduced yesterday in the California Legislature would require money manager placement agents to register as lobbyists and regulate their compensation.
Placement agents help investment managers gain business from pension plans, but some unethical practices have raised questions about “pay to play.”
The proposed legislation is in response to revelations last year that a firm headed by
a former California Public Employees’ Retirement System board member had received more than $50 million in fees from investment managers doing business with the state
The bill also comes as New York state announced a settlement yesterday with two placement agents, Markstone Capital Group LLC and Wetherly Capital Group LLC, in a pay-to-play investigation.
The two firms agreed to pay back money to the New York State Common Retirement Fund.
The California bill could “dramatically impact many small broker-dealers who act as placement agents,” said Lisa Roth, chief executive of Keystone Capital Corp. and past chairman of the National Association of Independent Broker/Dealers Inc.
She estimated that more than 400 brokerage firms offer placement agent or third-party marketing services.
“Many of them [are] very small firms,” including her own, Ms. Roth said, and would be challenged to comply with new limits on their businesses.
The “actions of several bad actors … has triggered a wave of new proposed rulemaking and legislation,” including a Securities and Exchange Commission proposal from last fall that would have prohibited a financial adviser from paying third parties for solicitation of advisory business from any government entity, she said.
That proposal was met with substantial industry opposition.
Andrew Donohue, director of the SEC’s Division of Investment Management, said in December that he was formulating a final rule that might include an exception for regulated broker-dealers that are prohibited from engaging in pay-to-play practices.
Ms. Roth said she expects to soon see a “re-release” of the SEC proposal.
“Many placement agents are not properly registered as broker-dealers,” she said.
The California legislation is backed by Calpers, State Controller John Chiang and California Treasurer Bill Lockyer.