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Consumer Duty FAQs
Cross Cutting rules
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For us, acting in good faith is a standard of conduct characterised by honesty, fairness and openness when dealing with retail customers and acting in a way that is consistent with the reasonable expectations of retail customers.
To demonstrate that we are acting in good faith, we will, for example:
- Take account of retail customers’ interests, for example in the way we design a product or present information
- Take account of customers’ emotions or behavioural biases to avoid misleading a customer or to create demand for a product
- Understand any characteristics of vulnerability to ensure no detriment is caused to the customer
- Avoid carrying out the same activity to a higher standard or more quickly when it benefits us than when it benefits the retail customer, without objective justification
Act in good faith
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Our objective in reviewing our products for foreseeable harm was to identify any additional scenarios that haven’t already been considered or identified through existing processes and to consider any areas where we need to make it more explicit
We’ve embedded some additional controls in our Proposition Development Process (PDP) and Product Lifecycle Maintenance (PLM), collectively known as Product Governance. The controls will be reviewed on a regular basis during the embedding of Consumer Duty into the business and annually thereafter, unless we identify any changes in customer behaviour or the external environment (e.g. regulatory change, economic environment) requires more immediate action
We have considered the risk of foreseeable harm fully across our products, enhancing our existing processes in line with the spirit of the requirement. We had the same aim for Customer Understanding and Customer Support, where we’ve aligned our work with an enhanced set of customer standards to make sure everything we do, has the customer at the heart of our decision-making.
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Our existing product governance identifies existing, new and potential foreseeable harm. If a new scenario is identified we will assess whether we need to implement changes to product, process or customer communications to protect customers from the harm.
Following the publication of the Duty, a further thorough review has been undertaken by subject matter experts (SMEs) across our key customer journeys and open product offerings to identify any potential foreseeable harm scenarios. We have also carried out a review of our Proposition Development Process (PDP) to incorporate the foreseeable harm definition and make this a more explicit consideration. Where new scenarios have been identified, we are working to update our processes to avoid or mitigate the harm, including clear signposting of potential risks to customers.
For example, we are enhancing our monitoring of customers who have self-selected investment funds and are not in a lifestyle profile in the period to retirement. This is so we can alert them to any risks that may occur as they progress through the product lifecycle.
We’ve also brought in a new framework for foreseeable harm to ensure that it is fully embedded into our processes going forwards.
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During a series of workshops involving SMEs from across our business we documented a range of foreseeable harm scenarios across the four outcomes and for scenarios where existing mitigants are not already in place, the actions can be taken to avoid or mitigate these. Through robust challenge and cross-checking in the workshops we are ensuring best practice is being embedded in across our frameworks and policies.
As an example, harm could arise if members of a workplace pension scheme reach retirement age with their pension savings invested in high-risk assets. This is generally mitigated by offering members lifestyle profiles which de-risk as they approach retirement. For those not in a lifestyle, we will increase our regular conduct monitoring to include the identification of customers who are potentially exposed to greater risks at different points in the product lifecycle.
The workshops also established a framework to embed an ongoing reporting approach to allow future oversight of foreseeable harm scenarios, including identification and resolution.
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We considered foreseeable harm from a range of perspectives:
- the general product type e.g., savings/protection/income type products and the specific areas where harms may arise, including charges, product features and product performance
- customer understanding and support, specifically in the high-risk customer journeys and with a lens on customers with vulnerable characteristics
- assessing our existing policies and frameworks to make sure they were robust in terms of explicit consideration of foreseeable harm
- analysis of our customer journeys and supporting processes to identify where improvement is needed
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We did not identify any need to amend our open product features, pricing or to withdraw products because of our review of foreseeable harm scenarios.
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We already have strong internal risk frameworks which have a broad scope to monitor internal and external changes and assess how our products are performing for customers. These include:
- Customer behaviour monitoring
- External environment monitoring (e.g. cost of living)
- Complaints and customer feedback monitoring · Monitoring regulatory and legislative communications and updates
- Product governance
- Solvency 2 risk assessments
These internal processes will continue to identify areas of potential customer risk and will be enhanced to have a more explicit focus on foreseeable harm.
Any specific mitigants for foreseeable harm will be executed on an individual product basis to either avoid the issue or mitigate the risk. Where the risk is inherent to a product so cannot be avoided or mitigated (e.g. investment risk), it will be highlighted and explained to customers.
Avoid causing foreseeable harm
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We act within the current rules on gathering customer information to understand how best to support their financial objectives. This is based on the principle of what we can be expected to know about specific financial objectives – without stepping across the boundary into individual advice.
Our basis of enabling customers to pursue financial objectives includes:- Use of what is known about the customer and their objectives, and how far we can influence the delivery of those goals
- Not removing responsibility from customers;
- Taking account of behavioural biases and the impact characteristics of vulnerability on customer needs and decisions
- Not going further or providing services or support that is outwith our authority (e.g., advice)
Enable and support customers
The four outcomes
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We are pleased to say that our existing robust product governance framework means that we conduct regular reviews across our products with a focus on customer outcomes.
All Standard Life products underwent an extensive review throughout 2020 and 2021 and all open product reviews have been refreshed as part of our readiness activity.
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We have focused on where we believe the thematic improvements of the Duty are, across the four outcomes as follows:
- Refreshed and evaluated our approach to fair value, and determined whether any refreshed considerations impact on pricing or proposition for our open products
- Clearly articulated our drivers of foreseeable harm and considered how these might influence our open products and whether any proposition updates are needed
- Ensured we have reviewed our target market statements and checked that they are appropriately granular
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As a product manufacturer we have reviewed each of our target market definitions for our open products against the FCA Handbook requirements defined in the Duty. Where we have found that we can enhance our description of target market we have done so. We have also enhanced our regular process for defining, documenting, and ensuring our products are sold within their target market on an ongoing basis.
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We complete regular reviews of our open product distribution strategies and have not identified any changes needed as a result of the introduction of the Duty.
Products and Service
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Our product governance process has included full ‘Value for Money’ (as it was known before the Duty) assessments for several years. When we’ve identified any value issues, we’ve introduced rectification actions to protect our customers and we are enhancing this process to meet the Duty requirements. You can be reassured, we already operate a robust process of pricing, product and proposition review.
We have also reviewed our existing value appetite against the requirements of the Duty. Our Fair Value assessment considers the whole customer proposition, looking at product, investment, service, communications and support.
To assess Fair Value, we identified how our customers can expect our product types to provide them with good outcomes and used this to identify financial and non-financial drivers of value. We then used these drivers of value to assess whether any changes were needed to our open products to deliver Fair Value. This approach was reviewed by independent consultants.
We strongly believe the review of Fair Value is an ongoing exercise and we’re strengthening our processes meaning regular assessments of product value are conducted. For open products, this includes external market benchmarking.
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Value is the relationship between the cost of a product and benefits our customer can reasonably expect to get. A product provides fair value where the amount paid for the product is reasonable relative to the benefits provided. We monitor this throughout the life of our products but it only forms part of our overall assessment.
We also ensure that:
- our products and services are designed to meet the needs of the target market and sold in a transparent fashion, supporting customers in understanding the relative costs and benefits
- customers are provided with support to help them make the right decisions at the right times to meet their needs, and they can easily change or exit if the product no longer suits them
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Any existing actions and initiatives identified from regular product reviews were included in the scope of our analysis and we prioritised those actions that might have a material impact on value, or customer outcomes. These actions were all completed by July 2023.
Price and Value
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We focused on making sure we have a set of frameworks and customer policies that support the requirements. We used the robust foundation of an enhanced set of Customer Standards to do this. These Customer Standards describe our expectations of the business in designing and managing propositions that deliver good customer outcomes.
We used these standards to support the review of priority customer journeys and communications against the requirements of the Duty, including customer understanding.
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We used external consultants to help us identify any gaps we had in our approach to supporting Customer Understanding. A gap analysis was produced by the consultants in 2022 and our own SMEs worked though this to make sure our frameworks and policies are enhanced where necessary, and any high priority changes identified. Detailed work has been conducted in the areas below, and where deemed necessary priority actions were put in place.
Customer outcomes testing
Communications framework
Communications testing
Priority customer journeys -
We identified scenarios and journeys where there is a higher risk of customers not achieving good outcomes. We used the cross-cutting rules to assess the potential risk of poor customer outcomes in the journey, including risks related to customer understanding, and identified some enhancements which will be implemented on a phased basis.
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We found a small number of areas where we believed action should be taken to better support good outcomes rather than fair outcomes. These items were prioritised for July 2023.
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We have fully engaged with third party suppliers on an ongoing basis and have worked with them to ensure compliance.
Consumer Understanding and Consumer Support
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Standard Life has developed an award-winning Vulnerable Customer Strategy, developed and delivered by a team of experts. The team is continually looking for opportunities to increase our support for customers with vulnerable characteristics. This has been a core focus of our ongoing assessment for the Duty, meaning we’ve carefully considered the needs of vulnerable customers (or those that may develop vulnerable characteristics) across each of the outcomes.
Our awards:- CCA Excellence Awards – Most Effective Vulnerability Strategy
- Collaboration Network – Best Approach to Vulnerability 2022
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For each of the foreseeable harm scenarios identified, each one was assessed on whether they have a lesser or greater impact due to potential customer vulnerabilities and that the approach to each harm considers those vulnerability aspects.
On an ongoing basis, the vulnerable customer framework will be part of the governance process of assessing new harms and appropriateness of existing mitigants for known harms. This will ensure a consideration of vulnerable customers when assessing foreseeable harm.
Vulnerable customers
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