PRT Activity Anticipated to Increase Within the Decade

Several factors will likely drive more mid-market and large plan sponsors to initiate pension risk transfer (PRT) transactions, surveys show.


Two different surveys find that the majority of defined benefit (DB) plan sponsors are seeking to cut ties with their plans.

State Street Global Advisors (SSGA) surveyed 100 U.S. corporate DB plan sponsors and found that only 5% of respondents intend to keep their plans open indefinitely, with the vast majority seeking to exit (62%) or achieve self-sufficiency (33%). Self-sufficiency is when a plan reaches a certain level of assets such that the sponsor expects to be able to sustain the plan by investing those assets on a low-risk basis and pay members’ benefits as they arise without any additional support from the sponsor.

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The latest MetLife Pension Risk Transfer Poll, a survey of 253 plan sponsors that have de-risking goals (either near- or long-term) for their DB plans, found 93% plan to completely divest all their DB pension plan liabilities. MetLife notes that this is a sizable increase from the 76% of DB plan sponsors that indicated the same in 2019.

Among those planning to fully divest all their DB plan liabilities, 20% said they plan do to so in less than two years, while 55% said they plan to do so in two to five years.

SSGA found that among those DB plan sponsors seeking an exit, 45% are also likely to pursue partial buyout risk transfers and 27% are likely to explore some form of delegation to an asset manager before total plan termination. More than half (52%) of sponsors seeking self-sufficiency strongly agree that while they work toward a long-term runoff, there is still a possibility they may change course and opt for an exit—though the costs are too high to make this a viable option today.

According to SSGA’s survey, corporate plan funded status and plan size have an impact on sponsors’ anticipated paths. When asked if the turbulence caused by the COVID-19 crisis impacted respondents’ time frame for achieving long-term pension plan goals, 44% said that their timeline had been delayed. SSGA speculates, based on respondents’ comments, that while market upheaval was a significant factor for delaying their long-term goals, higher-priority organizational demands and redeployment of capital expenditure are likely additional drivers.

MetLife, however, found the vast majority of plan sponsors (89%) reported this year that there had either been no change to their de-risking plans (47%) due to the pandemic, or that COVID-19 has increased or accelerated the likelihood they would transact (42%). This is up from the 81% of plan sponsors overall that said the same in 2020. This year, only 11% said the pandemic has decreased or delayed the likelihood of entering into a transaction—down from 19% last year.

MetLife found that nearly all plan sponsors surveyed (93%) said annuity buyout transactions completed by major Fortune 500 corporations are increasing the likelihood that they will consider an annuity buyout. MetLife notes that often, mid-sized and large companies follow the actions undertaken by Fortune 500 companies, which are typically “first movers” when it comes to DB plan management.

The MetLife survey report also says that as the pension risk transfer (PRT) market continues to mature, insurers have become more efficient in their ability to price complex benefit structures for large corporate plans and onboard and transition the benefit payment administration, while minimizing the anxiety of participants.

When asked about the primary catalysts for initiating a pension risk transfer to an insurer, plan sponsors surveyed by MetLife cited the current interest rate environment (61%), market volatility (47%), an increase of the volume of retirees (37%) and favorable annuity buyout market pricing (35%).

The increase in the volume of retirees factored into SSGA’s findings. It notes that by 2030, all Baby Boomers will be at least age 65 and most will have retired. This is the same year the greatest concentration of survey respondents, more than one-third, plan to have exited or wound down their DB plans.

Adviser Marketing Spend Up During COVID-19 Pandemic

Though they spent more on marketing overall this year, financial advisers have questions about the return on marketing spend.

Broadridge Financial Solutions has published a new report on financial advisers’ marketing spend, finding a 24% spend increase this year over 2020.

They survey shows only 26% of financial advisers report having a defined marketing strategy. At the same time, findings suggest advisers have a renewed focus on growing their practices through digital marketing, but there is a growing disparity in their results.

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Broadridge finds advisers’ average annual marketing spend has increased to $16,090, up from $12,939 in 2020. The survey finds 15% of advisers report being very satisfied with their marketing return on investment (ROI). According to the survey, advisers with a defined marketing strategy onboarded more than twice as many clients over the last 12 months as those who don’t.

Advisers under the age of 45 are devoting 70% of their marketing spend to new client acquisition, compared to 57% for advisers over 55. On the other hand, two-thirds of advisers (66%) are actively adding new clients, and 59% of advisers report an uptick in inbound prospect requests.

Kevin Darlington, general manager at Broadridge, says the timing is right for this deepened focus on adviser marketing, echoing comments made by experts speaking at the 2021 PLANADVISER National Conference.

“Financial advisers are back on offense following a wait-and-see approach in 2020, increasing their marketing spend to grow their practices and reach new prospects,” Darlington says. “That said, many advisers are still struggling to execute a marketing strategy that draws a neat line to new client acquisition.”

As the survey shows, those who have taken the time to define and implement a cohesive digital strategy are twice as likely to be very satisfied with their marketing ROI. They are also more confident in their ability to find new prospects, convert leads and meet their practice goals.

According to Broadridge, fewer advisers now cite Baby Boomers as their primary prospecting target than in any previous iteration of the research: 79% in 2021, down from 81% in 2020 and 83% in 2019. Specifically, 13% of advisers now prioritize the Millennial audience (up from 10% in 2020), and 58% of advisers now prioritize the Generation X audience (up from 46% in 2020).

Other findings show 82% of advisers expressed a focus on targeting potential heirs, with 40% planning to target additional generations within clients’ families and 42% already doing so.

Reflecting the recent rule changes made by the U.S. Securities and Exchange Commission (SEC), only 3% of advisers currently include client testimonials in marketing materials, but 30% plan to start doing so soon.

More information about Broadridge research is available here.

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