Saga the stock broker (Part 1)24 May 2014 09:39
Why is Saga going public? On one level, the answer is obvious. The existing private-equity owners - Charterhouse, CVC and Permira - want to realise their investment. And, as usual with private-equity flotations, the share sale is also an opportunity for Saga to restructure its balance sheet, which is currently too debt-heavy for most public shareholders to stomach. About £550m of new money is to be raised, which will reduce net debt from £1.25bn to £700m.
But the listing documents also give a more subtle reason: to build the brand. "The company is making the offer in order to raise further consumer and investor awareness of Saga," states the share prospectus. This is particularly interesting in light of a growth prospect the directors seem excited about - wealth management. They cite "the increasingly complex financial planning needs of [Saga's] customers, the need for a trusted brand in the space, and the high proportion of household wealth held by the over-50s demographic". The size of the market, they estimate, is about £14bn, "based on an assumed 2 per cent management fee on an estimated £700bn of over-55s financial wealth".
Saga, it seems, wants to slip into the gap being vacated by high-street banks on the one hand and independent financial advisers on the other. Both these groups have come under attack from regulators. Banks are closing branches because higher capital requirements are depressing their profits. IFAs are closing because the Retail Distribution Review, which banned commission payments, has made old-school sales businesses unviable. The end of compulsory annuities, announced in the March Budget, only adds to the market's attractions for Saga. Pensioners can now choose from a vast array of different investment and drawdown options. That choice will require advice.
Saga's opportunism has precedence. The company started out in the 1950s by offering package holidays - then a major growth industry - and listed on the stock exchange in 1978 as Saga Holidays. That eventually provided a platform for its diversification into insurance, which now accounts for about 70 per cent of profits, before it was taken private again by the founding family in 1990.
The company already offers some investment services, having received a license to offer stock broking on an 'execution-only' basis in 1996. But its platform, Saga Share Direct, is actually provided by Barclays Stockbrokers. A big push into wealth management will presumably involve setting up an independent operation.
(Part 2 in next post)