Community Bank System Boots Third-Party Broker
Community Bank System is at the forefront of a number of community banks thinking about ditching their third-party broker dealers, with the idea of taking the emerging line of bank business in-house.
The $1.7-billion-asset bank received approval from the Office of the Comptroller of the Currency to establish a de novo operating subsidiary to provide brokerage advice Feb. 3, and the bank will start the new venture in mid-March, said Sanford Belden, Community’s CEO and president. Belden said the mostly rural-market bank had hired a broker to replace the service they were getting from PrimeVest. Belden declined to discuss further details pending the official announcement of the new business in the spring.
Community’s idea is gaining popularity among community banks, said John Owens, director of strategic services of the National Financial Institutions Consulting Group of McGladrey & Pullen. Owens’s primary practice is community banks and he told Financial Modernization Report that the topic is hot among community bankers, but he has not seen anyone take the plunge yet. "At this point there’s discussion in doing it–whether there’s anything to be gained from doing this in a less costly manner It’s an issue that billion-dollar banks are looking at, not implemented yet." Many of the banks considering starting their own shop are not of a size where buying a brokerage firm is feasible.
Part of the reason community banks are considering the step is the feeling they are referring more business than they are getting out of the association with a third-party broker dealer, said Patrick Kennedy. Kennedy, a partner at Kennedy Barris & Lundy, a community bank specialty law firm, noted the trend among a few of his own clients, in the asset range of $250 million to $1 billion.
"They’re creating a substantial amount of value and are thinking about better ways to control customer relationships and doing the business directly rather than referring it out," he said.
Because of the wide variance in bank size and the extent to which a bank could go in offering its own brokerage services, industry analysts have a hard time judging if the trend would bode well for banks generally.
"I think it very much depends on what you’re going to do. Just the regulatory fees would be a cost, but I’m not sure you need to spend hundreds of thousands of dollars. If you’re truly going to go out and build a business around this, then the sky’s the limit as to how much you want to spend," said Kevin Timmons, analyst with First Albany Corp. Timmons, who covers Community and other banks of that size, said Community’s was the first announcement he had seen of this kind of move. He added that it was not the only company he covers that is "not 100% happy with their relationships" with third-party broker dealers.
Bill Reid, president of the Independent Bankers Association of America’s subsidiary, IBAA Financial Services, which serves as a third-party broker dealer for the trade group’s members, said the variance on cost for a bank is wide, depending on which kind of program a bank elects. With a managed program, the third-party marketer furnishes a registered securities representative to the bank. The second way to go, the dual-capacity program, has become much more popular in recent years, Reid said. With that, the bank hires its own registered securities rep, or takes someone from within the bank and gets them trained. In that scenario, the employee is licensed to sell securities and is an independent contractor with the third-party marketer. IBAA Financial Services, which is technically for-profit, but whose main objective is to serve members, works strictly on the dual-capacity program. That is because with a dual capacity program a bank has ultimate control over the employee, and thus the way the program is marketed.
The initial fees with other third-party marketers can range from a few thousand dollars to $50,000. That cost includes training, software and other basic components. IBAA Financial Services charges between $2,900 and a maximum of $4,000 as initial fee. IBAA Financial Services’ annual maintenance fee, which ranges from $1,500 to $2,500, covers software and annual charges for licensing the broker.



