Mutual Fund Managers ‘Dodge Bullet’ on Swing Pricing

The SEC decided not to move ahead with what the mutual fund industry had argued would be a costly proposal to manage market volatility.

The Securities and Exchange Commission this week opted not to pass a controversial proposal that would have implemented mandatory swing pricing and a related hard close pricing for mutual funds that are popular in employer-sponsored retirement plans.

In voting Wednesday, the SEC did approve by a 3-to-2 margin amendments to monthly, instead of quarterly, filing for open-end and closed-end funds, as well as exchange-traded funds. It did not move ahead with previously related swing pricing and hard close mandates for open-end funds. Though it also did not say it would never implement them, mutual fund managers and 401(k) investment providers should be feeling relief, according to Jay Baris, a partner in Sidley Austin LLP’s investment funds group.

Never miss a story — sign up for PLANADVISER newsletters to keep up on the latest retirement plan adviser news.

“The headline here is what they didn’t do,” Baris says of the ruling. “In that sense, the industry dodged a bullet.”

Baris notes widespread industry opposition to the proposal and both letters and pushback the SEC received throughout its information-gathering process. The swing pricing proposal would have required funds to report pricing information related to the size and frequency of price adjustments with the goal of protecting investors from major swings, along with implementing a hard close of trading for funds at 4 p.m. ET.

Opponents of the proposal included the Investment Company Institute and the U.S. Chamber of Commerce, both of which noted that the proposal would significantly limit investment management discretion and be both costly and challenging for mutual funds and intermediaries to implement—costs that would then be passed on to investors.

The SEC and its chairman, Gary Gensler, however, have argued for the provisions to protect investors from market volatility. Gensler has noted that the 2020 market hit from the COVID-19 pandemic caused concern that funds might not be able to meet redemption requests due to the heavy flow of traffic.

Gensler has also suggested in public remarks, however, that the SEC may opt for a liquidity fee to be imposed for open-end funds, instead of the swing pricing and hard close proposal. The regulator instituted a liquidity fee on money markets in 2023, going into effect in October, to combat runs on those investments.

Pushback Noticed

Baris says the industry pushback was so widespread that the SEC may have been “surprised by the intensity of the opposition.” While the proposals were not taken off the table, Baris notes it is telling that the SEC specifically said it was avoiding implementation in its 136-page final ruling.

“We also are not adopting proposed reporting amendments relating to funds’ use of swing pricing or to liquidity classifications in this release, as we are not adopting amendments to the underlying rules at this time,” the regulators wrote.

Baris said he would be “surprised” if the SEC moved ahead with the proposals again without some kind of public comment period.

In Wednesday’s voting, the SEC opted to amend the requirements for filings known as Form N-PORT and N-CEN, which will go into effect on November 17, 2025.

The Form N-PORT amendments require funds to report monthly within 30 days of the end of the month, as opposed to within 60 days of the end of each quarter. Form N-PORT also now requires funds’ monthly reports be made available to the public within 60 days of the end of each month, as opposed to on a quarterly basis.

More Information

This reporting will give the SEC more information on funds, particularly during times of market volatility, according to Douglas McCormack, a counsel in Sidley Austin’s investments funds group. That will add additional time and cost for fund managers.

“It requires more filings and less time to file,” McCormack says. “The point is to give the staff more information to respond quicker to market events. … The question is whether the benefit will outweigh all of the extra cost.”

In addition to that amendment, the SEC adopted amendments to Form N-CEN for open-end funds to report information about service providers used to fulfill liquidity risk management requirements. This will allow the SEC to track certain liquidity risk management practices.

“Reliable, accessible data benefits everyone,” Gensler said in a statement accompanying the ruling. “These amendments will benefit investors through greater transparency of funds’ investment portfolios and improve the Commission’s oversight of the asset management industry.”

McCormack says more than a year should be enough time for the industry to prepare for the changes. He notes that, while the changes may not be desired, they are far less onerous than the alternative of seeing the swing pricing proposal passed.

“In the scheme of things, if you are going to fight the SEC on something, fight them on swing pricing,” McCormack says. “It’s better to choose your battles.”

Enhancing Client Engagement and Scalability Within Your Retirement Plan Business

A 401(k) advisory marketing specialist discusses Days 61-90—and beyond—for creating a successful practice.

Earlier this year, I wrote in PLANADVISER about a winning strategy for onboarding 401(k) plan sponsor clients. But as a retirement plan adviser, the journey to creating a truly scalable and profitable business—while ensuring client satisfaction—doesn’t stop at onboarding.

Now I consider the days between 61 and 90, pivotal in shaping the long-term success of your client relationships. This period is crucial for reviewing and adjusting retirement plans, soliciting feedback, enhancing communication and building relationships with plan sponsors and participants. Let’s explore the strategies that can help you achieve these goals and drive your business forward.

Want the latest retirement plan adviser news and insights? Sign up for PLANADVISER newsletters.

Plan Review and Adjustments

Rebecca Hourihan

By Day 61, your retirement plan clients have had time to engage with the onboarding process and start evaluating their experience. This is the ideal moment to delve into a comprehensive review of their retirement plan. Focus on understanding their current standing and potential areas for improvement. Discuss key metrics such as participation rates, deferral rates and asset allocation.

Ask questions like:

  • Has there been any notable change in participation or deferral rates?
  • Are employees actively attending education meetings?
  • Are there any plan design or investment updates required? and
  • How effective is the current recordkeeper?

The resulting discussions not only demonstrate your commitment to improving financial well-being, but also help tailor the plan to better align with their goals.

Soliciting Feedback

Feedback is a vital tool for continuous improvement and client engagement. Encourage open dialogue with your clients to understand their experiences and expectations. How satisfied are they with the plan’s performance so far? Are there areas in which they feel improvements could be made? Use this feedback not only to refine their current plan, but also to enhance your services across the board.

Create a structured approach to collecting feedback—perhaps through surveys or regular feedback sessions—and ensure that your clients know their opinions are valued and acted upon. This transparency builds trust and shows clients you are dedicated to meeting their needs.

Enhancing Communication

Effective communication is the backbone of any successful client relationship. Now is the time to refine your communication strategies. Ensure all clients are included in ongoing email campaigns, updating them with relevant information and insights. Establish connections with retirement plan committee members and engaged participants on professional platforms like LinkedIn. This not only keeps you at the forefront of their minds, but also strengthens your professional network.

Adapt to your clients’ preferred communication methods, whether email, phone calls or text messages, and maintain a regular communication schedule. This flexibility ensures that you are accessible and responsive, further solidifying your role as a trusted adviser.

Building Relationships

In addition to building relationships with plan sponsors, fostering connections with participants is equally important. These individuals are the beneficiaries of the plan, and their satisfaction can significantly influence the success of your services. Engage with them during education meetings and offer personalized guidance to help them make informed decisions about their retirement plans.

Furthermore, consider expanding your network by connecting with your clients’ centers of influence—such as CPAs, TPAs, business attorneys and bankers. These relationships can open doors to future business opportunities and referrals.

Day 91: Wrapping Up and Looking Forward

As you reach the 90-day mark, it’s time to reflect on the progress made and prepare for future growth. Host a wrap-up meeting with clients to celebrate successes, gather additional feedback and acknowledge their journey. This is also an opportune moment to ask for referrals—satisfied clients are often eager to recommend trusted advisers to their peers.

Focus on the simplicity and clarity of your onboarding process. Clients who have experienced a seamless and professional journey are more likely to explore other services you offer, potentially expanding your business reach.

Celebrate Success

Servicing 401(k) clients effectively between Days 61 and 90 can significantly enhance the scalability and profitability of your business while ensuring high levels of client satisfaction.

By reviewing plans thoroughly, soliciting constructive feedback, enhancing communication and building robust relationships, you lay a solid foundation for enduring success.

As you celebrate the completion of the initial phase, remember that each satisfied client is a testament to your dedication and a gateway to further opportunities. Embrace this period as a chance to refine your services, solidify client trust and propel your business towards sustainable growth.

Rebecca Hourihan is chief marketing officer at 401(k) marketing.

«