Navigating today’s complex world of finance and governance requires more than just smart decisions. With increased scrutiny on financial misconduct and corporate governance, companies and advisors must prioritize transparency and due diligence to protect their clients and themselves.

Financial mis-selling: a cautionary tale

Financial mis-selling occurs when financial institutions or advisors sell products that are unsuitable or inappropriate for their clients. This can stem from misleading information, incomplete disclosures, or failing to properly assess a client’s financial situation and goals. The consequences of mis-selling are severe for both clients, who suffer financial losses, and institutions that face reputational damage and legal repercussions.

Mis-selling has become a growing concern as more individuals rely on financial advisors. If financial products don't align with a client's risk tolerance or goals, clients may experience significant setbacks. Transparency, clear communication, and ethical practices are crucial to preventing mis-selling.

Key factors courts consider in mis-selling cases

When mis-selling cases make their way to court, several key elements will come under scrutiny:

• Due diligence: Courts will examine if the financial professional properly assessed the client's financial knowledge and experience. The advisor must ensure the client understands the risks and has a history of similar investments. Failing to do this can result in legal consequences.
• Client classification: The first step in a mis-selling case is classifying the client as either professional/sophisticated or retail. This classification determines the level of protection the client is entitled to. Retail clients (in particular individuals) generally receive more regulatory protection, as they may lack the expertise of professional investors.
• Product suitability: Courts will check if the financial product was suitable for the client’s needs, risk tolerance, and objectives. For example, if a client wanted low-risk investments but was sold a high-risk product, the court may deem the product unsuitable.
• Transparency: Courts will assess what representations were made to the client and whether the advisor clearly communicated the risks and rewards of the investment. They will look for honest, understandable information and whether the advice was tailored to the client’s needs or pushed toward a specific product.
• Advising entity: Courts will review whether the financial services were provided by a licensed firm within the right jurisdiction. If an employee acts beyond their authority, the company could still be liable for their actions, even if it was unaware.
• Damages: If a court finds that mis-selling occurred, it may award damages to the client. In some cases, courts can award up to three times the actual damages, which means that the financial professional or firm could be held accountable for more than just the initial loss suffered by the client. This can be a significant financial burden, so preventing mis-selling claims from the outset is essential.

These factors underscore the importance of strong management and oversight within financial institutions. Senior management must ensure that their teams are thoroughly trained on due diligence processes, customer classification, and the suitability of financial products. Providing tailored, transparent advice and maintaining compliance with local regulations will reduce the risk of mis-selling claims and protect the reputation and financial health of the business.

Governance and compliance lessons: the FCA’s H2O AM LLP case

The UK Financial Conduct Authority (FCA)’s investigation into H2O AM LLP offers a clear warning to financial advisors everywhere about the importance of governance and regulatory compliance. The case sheds light on several governance failings within H2O AM LLP, particularly the absence of an investment committee, which contributed to unchecked investment decisions and significant financial losses for clients.

H2O AM LLP managed seven French-based UCITS funds and was found to have invested substantially in 24 entities linked to financier Lars Windhorst. Many of these were illiquid debt instruments and equity shares, and no due diligence had been conducted on 10 of these investments. These risky investments came to light through a 2019 Financial Times investigation, triggering significant investor redemptions and forcing H2O to suspend subscriptions and redemptions across all of its funds.

Following this, both the FCA and the French regulator, Autorité des Marchés Financiers (AMF), intervened. A Skilled Person was appointed under section 166 of the Financial Services and Markets Act 2000 (FSMA) to conduct a review, revealing more concerning practices. H2O’s CEO and CIO had been making unilateral decisions without the oversight of a formal investment committee, which was a significant governance lapse for a firm of this size and profile. Additionally, the investigation found that H2O’s relationship with Windhorst raised serious concerns about conflicts of interest. In addition, the firm provided the FCA with falsified and misleading documents, including fabricated minutes of investment meetings that never took place.

The FCA’s final notice concluded that H2O had breached several regulatory principles, including Principles 2 (conducting business with due skill, care, and diligence), 3 (adequate risk management systems), and 11 (openness and cooperation with regulators).

In a move that prompted debate, the FCA censured H2O but did not impose a financial penalty under section 205 FSMA. The reasons for this were multifaceted: H2O had already been fined €93 million by the French regulator, and as part of a settlement with the FCA, H2O agreed to withdraw from regulated activity, forgo €320 million in fees, and contribute €250 million to the pool of investor returns. Imposing an additional fine would have further reduced the compensation available to investors.

While some commentators criticized the FCA for allowing H2O to voluntarily surrender its UK license rather than revoking it, the case underscores critical lessons for the financial sector, particularly the importance of robust governance frameworks, active oversight, and thorough due diligence on investments—especially when they involve illiquid assets. Moreover, it highlights the need for financial institutions to ensure transparent relationships with third parties and full cooperation with regulatory bodies.

Ultimately, the H2O AM LLP case is a reminder to all financial institutions that lapses in governance and compliance can lead to serious consequences, including reputational damage, regulatory scrutiny, and costly settlements.

Conclusion

The H2O AM LLP case reinforces the importance of strong governance frameworks and compliance procedures in financial institutions. Without proper structures, such as investment committees and robust internal controls, companies risk regulatory penalties and significant damage to their reputation.
For financial advisors, the importance of rigorous due diligence, suitability assessments, and transparent communications cannot be underestimated. By prioritizing these practices, financial institutions can mitigate the risks of mis-selling and safeguard both their clients and their businesses.