Opinion: Can you shortlist? Can you choose?
It would take a lot of space to dredge through all the assumptions behind such an idea, but the central one is that somehow you cannot have a limited product universe.
I cannot read the minds of the Securities Commission any more than you, but you may be interested to know that a little while ago Britain's Financial Services Authority examined the issue after a complaint from a client that their mortgage broker did not recommend a cheaper ‘direct' special offer (that would have paid no commission), but instead chose to recommend a product from the company's list.
The FSA came back and, much to everyone's relief, decided that the company did not have to scour the earth searching for the cheapest deal, not bearing any commission at all - a sort of financial Mother Theresa.
Now that is a comforting thought, isn't it. Provided our own regulators come to a similar conclusion.
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