4
Definition of “investment advice”.
1. Consistent with the Rule’s Preamble and a plain reading of the Rule text, the
“hire-me” exclusion should cover the promotion of a single service.
During the rulemaking process, TIAA and other commenters urged the Department to clarify that
recommending one’s own (or affiliated) investment management or advisory services is not a
fiduciary recommendation. We appreciate that, in finalizing the Rule, the Department recognized
the strong rationale to create such a “hire-me” exclusion. The Rule’s Preamble
2
and text
3
clarify
that one does not become a fiduciary merely by marketing oneself (or an affiliate) as a potential
advice fiduciary, unless the marketing comes with an investment recommendation of the type
covered by the Rule (e.g., a rollover recommendation).
Given the clarity of the Rule’s Preamble and text, we were puzzled that sub-regulatory guidance
released in January appears to narrow the hire-me exclusion by distinguishing between situations
when a Financial Institution promotes a range of available fiduciary services as opposed to a
particular fiduciary service. This sub-regulatory guidance suggests that the hire-me exclusion is
available only in the context of a range of services.
4
The Department should clarify the scope of the hire-me exclusion to conform with the Rule’s
Preamble and text, to ensure that a provider can market its full suite of services, including any
one service in particular. If the underlying fiduciary services are themselves provided under
applicable ERISA standards, a Financial Institution should be able to sell its own services in a
non-fiduciary manner regardless of whether the Financial Institution is promoting its fiduciary
services in general or selling a particular fiduciary service. The Department’s suggestion in the
sub-regulatory guidance that selling a particular fiduciary service would require exemptive relief
separate from the relief available for the underlying service itself is neither warranted under the
Rule nor necessary from a consumer-protection standpoint.
2
“It was not the intent of the Department … that one could become a fiduciary merely by engaging
in the normal activity of marketing oneself or an affiliate as a potential fiduciary to be selected by a plan fiduciary or
IRA owner, without making an investment recommendation covered by (a)(1)(i) or (ii). Thus, the final rule was
revised to state, as an example of a covered recommendation on investment management, a recommendation on the
selection of ‘other persons’ to provide investment advice or investment management services. Accordingly, a person
or firm can tout the quality of his, her, or its own advisory or investment management services or those of any other
person known by the investor to be, or fairly identified by the adviser as, an affiliate, without triggering fiduciary
obligations.” 81 Fed. Reg. 20,946, 20,968 (Apr. 8, 2016).
3
“A recommendation as to the management of securities or other investment property, including,
among other things, recommendations on investment policies or strategies, portfolio composition, selection of other
persons to provide investment advice or investment management services, selection of investment account
arrangements (e.g., brokerage versus advisory); or recommendations with respect to rollovers, transfers, or
distributions from a plan or IRA, including whether, in what amount, in what form, and to what destination such a
rollover, transfer, or distribution should be made….” 29 C.F.R. § 2510.3–21(a)(1)(ii) (emphasis added).
4
See U.S. Department of Labor, Employee Benefits Security Administration, Conflict of Interest
FAQs, Part II – Rule, No. 19 (Jan. 2017) (concluding that while a “description of the range of services that the
financial institution can provide does not constitute a recommendation of any particular account type as appropriate
for the prospective customer merely because the financial institution represented that it provides high-quality
services for competitive fees … [if] the financial institution actually recommends a particular account type or
service, that would be a fiduciary investment advice recommendation under the Rule.”).