Can you truly love a bank? Well, our customers think so in any case. For the 11th (!) year in a row we have Sweden’s most satisfied customers.
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Annual and Sustainability Report 2020 Avanza Bank Holding AB (publ)
Contents
Avanza – an overview 2 The year in brief 4 CEO's statement 5
About Avanza 8 Market conditions 9 Stakeholder dialogue 14 Vision, business model and strategy 16 Targets and outcomes - an overview 18 Our customers 22 Our employees 26 Our shareholders and share information 32 Our risk profile 36
Chairman's comment 40 Corporate governance report 42 Board of Directors and Auditors 50 Group Management 52
Administration report 55 Five-year overview 58 Consolidated income statements 64 Consolidated balance sheets 65 Changes in the Group's shareholders' equity 65 Consolidated cash flow statements 66 Parent Company income statements 67 Parent Company balance sheets 68 Changes in the Parent Company's shareholder 69 equity Parent Company cash flow statements 69 Notes 70 Audit report 108
Sustainability reporting 112 Customers and benefit levels 116 Brokerage fee classes 117 Products range 118 Definitions 120
This Annual Report is published in Swedish and Annual General Meeting 122 English. In the event of any differences between the Financial calendar 123 English version and the Swedish original, the Swedish version shall prevail.
Avanza 2020 1
Sweden’s leading platform for savings and investments Avanza was founded in 1999 to offer online stock trading for individual investors at low prices. Low fees, a broad range of savings products, and education and support for investment decisions have since then been the basis of Avanza’s offer. We also offer competitive occupational pension solutions and mortgages.
As a customer at Avanza, you will have One of the more money left to market’s widest yourself range of savings products
We inspire, educate and create tools to support investment decisions
Read about our range of products and services on pages 118–119.
2 Avanza 2020
Key figures for 2020
Sweden’s most satisfied savings customers Number of customers for 11 years 1,280,300 Source: Swedish Quality Index (976,400)
Savings capital Share of the Swedish savings market SEK 571bn 5.4% (SEK 408bn) (4.3%)
Market capitalisation Income SEK 36bn SEK 2,349m (SEK 15bn) (SEK 1,193m)
Average number of employees Cost per savings capital 478 0.17% (429) (0.19%)
Operating margin Return on equity 67% 57% (44%) (27%)
Figures in parentheses refer to previous year.
Avanza 2020 3 The year in brief The year in brief by quarter
1 3
The goal of 1 million customers by 2020 Improvements to monthly savings in the apps was reached already in January New pages launched for certificates The range of low-fee index funds was The customer onboarding process was broadened with Avanza Europe updated with better guidance to make it The fund pages on the website were im- easier for new customers to start saving proved with a focus on sustainability and it also became possible to exclude industries Covid-19 spread and the majority of our employees began working from home The need for information from customers due to Covid-19’s impact on the stock market was addressed with more blog entries and podcasts than normal
2 4
“My sustainability label” was launched for Endowment insurance customers were given funds to facilitate sustainable savings the opportunity for extra return through stock Avanza 75 received a Lipper Fund Award for lending best fund in the category Mixed Asset SEK Avanza reduced its holding in Stabelo Aggressive for the second consecutive year Avanza launched the small-cap fund Avanza Avanza ranked highest among banks and Småbolag by Skoglund in collaboration with number six overall in Sweden in Kantar the successful fund manager Fredrik Sifo’s reputation index for 2020 Skoglund In a unique collaboration with TIN Fonder, Avanza won the Swedish Quality Index (SKI) Avanza launched its first actively managed award for Sweden’s most satisfied custom- fund, Avanza World Tech by TIN, with a focus ers in the savings category for an unprece- on technology, health and sustainability dented eleventh year in a row Avanza was named Bank of the Year by the business magazine Privata Affärer for the third year in a row Avanza Private Banking ranked fifth in a Prospera survey for the fourth year in a row, in competition with firms that offer both investment advice and portfolio management
4 Avanza 2020 CEO's statement CEO's statement
A challenging year that resulted in record profit and growth like we have never seen before. With a 5.4 per cent share of the Swedish savings market, and nearly one of every five kronor of savings going to Avanza’s platform, growth potential remains very high.
2020 was a trying year … A sample of the year’s improvements The past year was certainly the most challenging we have expe- We also made great progress in terms of development during the rienced in modern times. The pandemic has affected every- year. For example, we launched three new funds, two of which thing and everyone, but when society is challenged we also see are actively managed: Avanza World Tech by TIN and Avanza heroes step up. This year the heroes are in healthcare, who have Småbolag by Skoglund. Our new actively managed funds are endured tremendous stress and been there for so many people. a sought-after complement to the large range we offer and should be seen as an exception to the rule rather than a totally new direction for Avanza. The third fund is Avanza Europe, a low- “Activity among customers cost index fund. Our new funds have been very well received by customers. As of 31 December assets under management in at times during the Avanza’s own funds amounted to just over SEK 40 billion, and 27 per cent of the savings capital in funds is now invested in Avanza year was twice as high funds. We have also made progress in the sustainability area. Among other things, we introduced a sustainability lable to help as previous peaks” customers, based on their personal preferences, choose funds that suit them. The fund pages have been improved, as have Avanza has also been affected by the pandemic. Since the the stock pages, and at the end of the year we launched stock beginning of March, the majority of our employees have worked lending for endowment insurance customers to offer them the from home. We have still kept to our agenda in respect of devel- potential of an additional return. One of the great things about opment and improvement. In March, we faced some chal- working at Avanza is that my colleagues are never satisfied. lenges with the stability of the website during peak times, but It does not matter what they have done and how appreciated you have to keep in mind that activity at some points during the something is among our customers, the attitude is always that year was almost twice as high as previous peaks. We also had everything can be even better. a great deal of pressure on customer service and Private Bank- ing with customers who needed support in the volatile market. Through quick decision-making and dedicated employees, we were able to handle this by moving forward a number of invest- “We will never be satisfied. ments in additional capacity, as we announced in March. We also increased the number of podcasts and blog entries and There is always some had more guests than normal to support customers. We saw a major increase in listeners and readers during the year, which thing that can be better” shows that customers want to constantly learn. Number of daily active users on the website and in our apps amounted to almost Continued strong growth potential as the 400,000 in 2020, which is 180 per cent more than in 2019. Many importance of personal savings grows say that 2020 has sped up digitisation by three to five years, and If we look at our targets for 2020, we also performed well, and I have to agree. are well on our way to those we set for 2025. When we set these targets, they fell challenging, but the year’s strong growth … but it was still a record year for Avanza has provided a jumpstart and may give us reason to reassess Despite the difficult times, Avanza in many ways still had a fan- whether we should raise our ambitions even further. While it tastic year. We passed our target of 1 million customers as early is difficult to draw any far-reaching conclusions from the pan- as January and finished the year with 303,900 new customers. demic year 2020, the underlying structural reasons for Avanza’s This also added 60 per cent more stock-trading customers and strong growth are still there. The importance of personal sav- a net inflow for 2020 of just over SEK 76 billion. This is more than ings has been laid bare during the year. More and more people double the net inflow as well as new customers as the previous are becoming aware of the deterioration of the public welfare record year of 2019. Thank you to all our fantastic customers for systems, such as collective pensions and unemployment insur- the confidence you have shown in us! ance. This, together with the need for a significant cash down payment to buy a home, is a big reason why individuals are tak- ing greater responsibility for their personal finances. This won’t disappear.
Avanza 2020 5 CEO's statement
Rikard Josefson, CEO
6 Avanza 2020 CEO's statement
Gratifying recognition from our customers Fundamentally, we managed the year so well because of our “Shareholder value is very strong corporate culture. Although we worked remotely for the most part and were physically removed from each other, created through our I still feel that we have in a sense become closer. It is in times of crisis that an organisation is truly put to the test, and I think vision, our values and our we handled this test very well. Avanza was recognised by the Swedish Quality Index, which awarded us for Sweden’s most strong customer focus” satisfied savings customers for the eleventh year in a row. In Our vision, our values and our strong customer focus are also Kantar Sifo’s reputation index, Avanza ranked highest among why we can deliver shareholder value. We see no reason to Sweden’s financial companies and we came in six among com- change our strategy and will continue to prepare Avanza for fur- panies in all categories. Avanza ranked fifth in Prospera’s private ther growth through improvements to our offers and by support- banking survey, but the most important thing here was that we ing and educating our customers. took first place in the customer recommendation index. And I We finished the year with a return on equity of 57 per cent. am also very proud that we were named Bank of the Year by Despite a strong year, the Board of Directors is proposing a div- the business magazine Privata Affärer for the third consecutive idend of only SEK 0.85 per share in light of the Swedish Financial year. What we do every day is focus on customers, and it is heart- Supervisory Authority’s recommendation to financial institu- warming when the market and our customers acknowledge this tions to be restrictive with dividends. Distributable earnings are and show appreciation for what we do. much higher, however, and when the FSA repeals its recommen- dation, hopefully this autumn, the Board plans to issue another dividend proposal at an extraordinary general meeting. Despite “Fantastic recognition the higher capital requirement owing to the leverage ratio that takes effect in June, there is still enough room today to distribute from the market and our an additional SEK 2.95 per share.
customers that they Thank you for a fantastic but challenging year Finally, I want to underscore that this entire year, with everything appreciate what we do.” that has happened, would have been very difficult if I had not worked with what I feel are the industry’s best employees. Their The strategy is unchanged hard work and engagement for Avanza and our customers can- Looking ahead, we see continued strong interest in savings and not be appreciated enough. Another reason for our success is we know that pension transfer rights will be improved from 1 our engaged customers, who are constantly giving us new ideas April. Against this backdrop, the strong year we just had and all and helping us to be even better. I also want to thank our owners the ideas we ourselves have and receive from our customers, for the stimulating and interesting dialogues we have had. we have decided to invest a little extra in development in 2021. I am energised and look forward to another exciting and stim- For this reason, we announced cost growth of around 15 per ulating year. cent for 2021. This corresponds to SEK 20 million more than the ceiling on our previous forecast and compares to a 199 per Be safe. cent higher profit than 2019, or SEK 1,155 million in increased income. We have a 5.4 per cent share of the Swedish savings market and took home nearly 20 per cent of the net inflow on a rolling 12-month basis. This means that nearly one out of every Stockholm, February 2021 five kronor of savings reached Avanza’s platform. With so much wind in our sails, it would be wrong not to capitalise on the posi- tion we have created. There is so much we want to do to take care of our customers long-term. There are good and bad costs and I am confident that all the costs we have within Avanza are good ones. They have gotten us where we are today and they will take us forward toward our vision of a better future for millions Rikard Josefson, CEO of people.
Avanza 2020 7 About Avanza This is Avanza
We don’t see the world as it is, but as it should be. A better future for more of us, through the right opportunities for savings and investments, is what drives us.
Customer focus is the basis of our offering We mainly target individual investors in Sweden, but have also Our business is built on a strong customer focus with a world- services for professional investors and corporate customers, class user experience and customer service. We believe our such as entrepreneurs, asset managers and those who want an offer will stand the test of time. Through continuous innovation occupational pension. and product development as well as a focus on what’s best for the customer, we build trust and generate growth. Our vision is The Avanza Group to create a better future for millions of people, where the strategy The Group consists of the listed Parent Company, Avanza Bank is a cheaper, better and simpler offer. Holding AB (publ), and four wholly owned operating subsidiar- ies. All operations are conducted in Sweden from one office. Product development and education to create The majority of the operations is managed by the subsidiaries customer value Avanza Bank AB (publ) and Försäkringsaktiebolaget Avanza We want to engage people and help them understand savings Pension. Avanza Fonder AB manages our own funds and Plac- through education, information and simple decision-making era Media Stockholm AB, which is fully independent from Avan- support. We also want to encourage and inspire sustainable za’s other operations, publishes news and offers impartial guid- savings. Education is offered through several channels, mainly ance through the financial site Placera and the financial weekly our website and tools. We are convinced that with the right tools Börsveckan. our customers can make the best investment decisions them- Avanza owns 19.8 per cent of the mortgage provider Stabelo selves, so we don’t offer advice. Nor do we promote specific Group AB. products. Products and services are presented objectively with both pros and cons. Another important factor to make finan- An investment in growth cially sustainable investment decisions is transparency, where An investment in Avanza is an investment in our ability to attract the price and fee model are clearly shown and where it is easy more customers by providing value and satisfying their needs. to understand each product. We want to create the best tool for We are working to broaden our offer and develop more tools. We our customers to successfully manage their finances. At the want to simplify savings and also make it easier for customers same time, we want Avanza to be the obvious choice to save to transfer all their savings to Avanza. We attract a large share of sustainably. younger customers. Though they generally have fewer financial Since the start, Avanza has strived to democratise savings. resources than older customers, there is significant potential The keys are to drive development in the industry and focus on if we continue to create attractive offers and a reason for them the impact of fees on savings, challenge the established struc- to stay with Avanza. There is also strong growth potential in tures of large banks and pension providers that don’t benefit occupational pensions, where Avanza has a highly competitive savers, and squeeze prices. We offer customers to invest in a offer. More customers and savings capital are driving income, wide range of Swedish and foreign securities and in savings and ultimately this is what creates shareholder value. Our mort- accounts, with no fixed fees and very low brokerage fees. Our gage offer is also an important piece of the puzzle and can also broad fund offering also includes funds from our own fund com- free up customers’ savings capital with other firms. The aim is pany. Competitive occupational pension solutions and mort- that these growth areas eventually will also create more stable gages are available as well. income sources. The end result is a promise to our customers that they will have more money left in their own pockets than with any other bank.
Five year summary 2020 2019 2018 2017 2016 Operating income, SEKm 2,349 1,193 1,049 975 909 Operating profit, SEKm 1,576 520 418 441 465 Operating margin, % 67 44 40 45 51 Return on shareholders’ equity, % 57 27 24 30 33 No. of customers 1,280,300 976,400 837,100 710,600 570,600 No. of new customers 303,900 139,300 126,500 140,000 103,000 Net inflow, SEKm 76,300 32,600 27,600 26,800 26,500 Savings capital, SEKm 570,500 407,700 300,000 282,900 239,100 Income to savings capital ratio, % 0.51 0.34 0.35 0.37 0.42 Cost to savings capital ratio, %1) 0.17 0.19 0.20 0.20 0.21 Average number of employees 478 429 406 383 343
1) Excluding the administration fee of SEK 35 million imposed on Försäkringsaktiebolaget Avanza Pension by the Swedish Financial Supervisory Authority, reported in the fourth quarter of 2018. See definitions on pages 120–121.
8 Avanza 2020 Market conditions Major opportunities for Avanza in the Swedish savings market
Interest in savings is growing, which together with digitisation, Open Banking and a greater focus on sustainability, gives Avanza good growth opportunities.
Growth factors in the Swedish savings market Avanza is active in the portion outside collectively agreed occu- 3) The Swedish savings market is valued at just over SEK 9,500 pational pensions, which is valued at nearly SEK 820 billion . billion and has grown by an annual average of 8 per cent over 1) the last ten years1). However, Avanza’s growth isn’t dependent The Swedish savings market only on the market’s growth, since many customers also trans- SE bn fer their capital from other banks. The savings ratio is at a his- 4,000 torically high level, and interest in and the demand for savings SE 3,491 bn are on the rise.
According to Statistics Sweden, Sweden’s population is 3,000 expected to rise by more than 1 million by 2040. The age group that is growing the most is 65 or older. At the same time, the SE 2,190 bn average life expectancy of both women and men continues to 2,000 increase. This places a greater financial burden on the working SE 1,411 bn SE 1,310 bn population. In addition, it is becoming more obvious that the SE 1,14 bn public pension and welfare systems are covering fewer needs. 1,000 The limits placed on homebuyers’ loan to value ratios in recent years, coupled with the stricter amortisation requirements, have 9. 1.0 2.9 6.0 17.1 also contributed to greater awareness of the need for savings, 0 ndividual pensions Deposits Shares, bonds especially among the young. Individuals need to take greater insurances savings accounts and other securities responsibility for their personal finances, raising the demand for and importance of regular savings. Occupational pensions Mutual funds insurances Savings could end up being adversely affected by high unem- ployment, limiting the ability of many people to save, though Capital in the savings market Avanza’s share the pandemic has underscored the importance of saving and v n a na 2 an n n n an having a buffer. Factors such as rising interest rates and higher mortgage amortisation requirements could also affect savings, though this scenario is less likely in the short to medium term. The savings and insurance market is dominated by the four larg- est banks: Handelsbanken, Swedbank, Nordea och SEB. Large Distribution of capital pension companies such as Skandia, SEB Tryggliv and Folksam Over a quarter of the market consists of direct investments in fall into this category as well. There are also a number of smaller funds and equities. An estimated 80 per cent of the Swedish players, of which Nordnet is one. population saves in funds, either directly or indirectly through their pension savings. The percentage of the Swedish popula- Avanza’s position in the savings market tion that owns shares rose to close to 20 in 2020. The number of Avanza’s share of the savings market was 5.4 per cent, while the individual shareholders has grown in the last five years. Six out share of the total net inflow to the market in the period October of ten shareholders are men. The share of younger shareholders 2019–September 2020 was 19.4 per cent1). Avanza’s 1,280,300 is growing, a development that has been going on for ten years2). customers correspond to a market share of 11.5 per cent of Swe- Pension and insurance savings, i.e. the life insurance market, den’s population. Avanza’s share is strongest in urban areas and is the single largest savings segment, accounting for nearly half among young people aged 30–39. In for example the Stockholm of the savings market, and of which the personal pension and area and among men, the share exceeds 30 per cent in the age insurance savings amounts to SEK 1,145 billion. The occupa- categories 20–29 and 30–392). Even though Avanza already has tional pension market can be divided into traditional life insur- a high market share among the equity-owning portion of the ance and unit linked insurance and amounts to SEK 3,491 bil- population, there is still growth potential, although it is signifi- lion1. Unit linked insurance accounts for about a third, of which cantly higher among Sweden’s fund owners.
1) Statistics from the Savings barometer and Insurance Sweden are published with a lag, the latest refer to 30-09-2020. 2) The Swedish Investment Fund Association, SCB and euroclear.com/sweden. 3) Based on numbers from Insurance Sweden as of December 2019.
Avanza 2020 9 Market conditions
In 2020, Avanza’s market share of total new fund savings was 33 Since 2018, Avanza has, as a distributor of Stabelo’s mortgage, per cent4). In the life insurance market, the share of the premium been able to offer mortgages to a broader customer group. Sta- inflow for the twelve-month period was 10.9 per cent1). Occupa- belo’s mortgages are financed through a fund in which institu- tional pension capital at this point still accounts for a smaller tional investors such as pension companies invest. This is a new share of Avanza’s savings capital, 6 per cent or SEK 34 billion model for Sweden. In the Netherlands, it has been used for many at year end, corresponding to a growth of 28 per cent in 2020. years, and there mortgage funds now account for a large share In equity trading, Avanza was in 2020 the largest Swedish of mortgage volume and an even larger share of new lending. player on Nasdaq Stockholm including First North in terms of To date, only refinancing of existing mortgages is offered, even both number of transactions and turnover. if the offer is constantely developed. The application process is digital. Lending via Stabelo amounted to SEK 13.6 billion at Stock market shares among Swedish players 2020 year-end. Avanza’s share of the Swedish mortgage market, together with % Stabelo, is only 0.6 per cent at this point. The share of the net 20 change is higher at 2.5 per cent on an annual basis5).
15 Digitisation and Open Banking create new opportunities The Swedish banking market is highly digital. Digitisation is 10 increasing competition from smaller fintech firms, but the market is still dominated by the major banks. Both the supply and demand for digital products and tools are increasing. Most 5 people today manage their banking and savings digitally. We are seeing the full-service offerings of the major banks being
0 picked apart by niche players that focus on a single product or service and can maintain lower costs and prices. Earlier digiti- SEB Nordea Avanza Carnegie Nordnet sation of industries and business models has resulted in a shift Swedbank away from comprehensive offers where customers can com- Skandiabanken Handelsbanken bine products to a fragmentation. Similar to other industries, it is Turnover Trades likely that banking customers will increasingly seek out the best prices from different providers. Customers are just a few clicks away, but at the same time place high demands on availability The Swedish mortgage market and the user experience. As customers come to rely on more Sweden has an effective infrastructure in the form of property providers, they will need a better overview, however, where they registries of first and second homes as well as easy access to can see and manage their finances in one place. There are com- credit information on borrowers. The mortgage market is distin- panies with that aim, but none yet with a comprehensive tool. guished by strict lending practices, where credit decisions are based on each borrower’s ability to repay the loan. The market The Payment Services Directive PSD2 is contributing to sees little speculative investment. Mortgage lending to Swedish new services that make it easier for customers to compare households amounts to SEK 3,600 billion5). The market is dom- offers inated by the four major banks, although competition from new The Payment Services Directive (PSD2), which regulates the mortgage companies has grown in recent years. relationship between banks that maintain payment accounts Average gross mortgage margins have decreased in recent and so-called Third Party Payment Services Providers (TTP’s) years due to the stiffer competition. In 2020, margins averaged that offer payment initiation or account information services, 1.36 per cent (1.43)6). has forced financial firms to share account information with TPP’s at the customer’s request. Together with the General Data Avanza’s position in the mortgage market Protection Regulation (GDPR), it has given the customer new Mortgages are a relatively new area for Avanza, where we see rights in the form of data portability. This means to have the right great growth potential over time. to obtain their personal data in a format that that can easily be Avanza has since 2013 offered mortgages on a small scale shared with others, often known as Open Banking, and it means to Private Banking customers, who are required to have SEK 3 that companies must do even more to serve them and gain their million in total savings with Avanza and a maximum loan to value trust every day. Consumers will, through new services based on ratio of 50 per cent. Only a limited share of deposits is used for their data with other players, find it easier to compare offers from lending. different players, at the same time that services that simplify
4) The Swedish Investment Fund Association. 5) Statistics from SCB is published with a lag, the latest refer to 30-09-2020. 6) The banks’ mortgage margins, FI.se.
10 Avanza 2020 Market conditions
switching providers are being developed. PSD2 and GDPR are forms are exempt from the ban on commissions as long as the both very positive for consumers and are expected to increase service is designed to enhance the quality for the customer. If competition from smaller fintech firms as well as larger digital limits are placed on third party compensation in Sweden, there companies that can provide the financial market with innovative are concrete plans to take action and adapt the business model. services, especially in the payments market. Avanza respects clear and transparent pricing, and will continue The EU Commission has also presented a digital finance strat- to do so. egy that lays the groundwork for the regulations it will focus on in coming years. The strategy includes a review of PSD2 and the Declining public pensions increase the launch of the next step in Open Banking, called the Open Finance importance of pension savings Framework, by 2022. Hopefully it will among other things lead to Most of the occupational pension capital outside the major greater access to and better financial products for consumers collective agreements in Sweden is currently invested through as well as better targeted advice. This will also make it easier to insurance companies, which charge an annual volume-based compare financial products and switch to new providers. fee of around 0.6 per cent of invested capital. This means that The record-low interest rates in recent years have placed Sweden’s pension savers pay several billion kronor in unneces- greater focus on the impact of fees on long-term savings, which sary annual fees. Money that could instead contribute to a bet- has made investors more price conscious and less willing to ter pension – at a time when responsibility for pension savings pay. At the same time, regulations such as Markets in Financial increasingly rests with the individual. Instruments Directive (MiFID II) and the Insurance Distribution Current pension transfer rights are constrained by high fees Directive (IDD) have enhanced consumer protection and fee dis- and overly complex administration for the individual. The gov- closure. Consumer protection is designed to prevent conflicts ernment has for several years aimed to simplify the transfer of interest and advisory fees to ensure that investment advice market in Sweden. A new draft law that was introduced in 2020 is independent. The changes mean higher costs for financial and will take effect on 1 April 2021 limits the fees charged on advice, but also greater transparency. This is gradually increas- occupational pension transfers and allows savers to transfer ing demand for and the supply of products that help savers make unit linked insurance to less expensive alternatives at a maxi- their own investment decisions, at the same time that they are mum cost of around SEK 600, compared to the percentage fee also questioning the costs they pay. on total capital today. However, the transfer rights only cover policies signed after 2007. There are still many opportunities New market conditions are well aligned with Avanza’s to simplify administration of pension transfers in the industry. values and strategy Avanza continues to support these changes. Digitisation and the new regulations in recent years are likely to benefit Avanza more than many other companies, since they Strong pension offer creates good growth opportunities align with Avanza’s values and customer strategy. The increased when transfer rights are simplified transparency and cost awareness will accentuate the competi- While many people realise that their quality of life in retirement tiveness of Avanza’s offering, which is based on low prices. depends to a large extent on the investment decisions they Avanza has long been a distributor of a number of savings prod- make today, there are those who put off their pension decisions ucts from various providers and is well-positioned for the many to the future. A great deal of education is still needed to increase opportunities that PSD2 and GDPR create from both a busi- awareness. Avanza has a very strong brand, but is still a rela- ness model and customer experience perspective. In addition, tively small player in occupational pensions – though the fastest Avanza is recognised for its strong customer focus and high cus- growing. This provides great growth potential, but needs com- tomer satisfaction, which is an advantage in an industry where munication. trust is highly valued. Additional steps as part of Open Banking Avanza’s broad-based offer, pricing strategy and digital tools create new opportunities to enhance our offer as we gain a bet- will be strong competitive advantages as transfer rights for unit ter view and understanding of our customers’ finances. linked insurance improve. Our view is that greater awareness Our customer-centric culture and modern organisation are of the importance of low fees largely depends on access to the also well-suited to capitalise on the opportunities that chang- right tools. They can, with the help of the customer’s own data, ing market conditions will mean going forward. Thanks to provide a better overview of pension savings while bringing cross-functional teams, which can provide a wide array of prod- attention to the fees charged by the firms that manage savings ucts and services, and a modern technological platform, which today and how this impacts savings over time. Here the new facilitates simultaneous development in all channels, we have a technology and rules introduced as part of Open Finance will time-to-market that is hard to beat and innovation capabilities facilitate the development of more tools and services. that attract the highest competence in the industry. To this point, only 8 per cent of our current customer base con- The rules banning advisory commissions do not affect Avanza sists of occupational pension customers, which we see as fur- directly, since we do not offer investment advice. Additionally, ther growth potential when they begin to demand competitive Avanza Pension is one of the few pension companies that does occupational pension alternatives from their employers. not pay commissions to insurance brokers. In Sweden, plat-
Avanza 2020 11 Market conditions
The financial industry is driving efforts to reach Changing market conditions are being met with the Sustainable Development Goals new investments Politicians and decision-makers have acknowledged that the Avanza’s focus in an increasingly competitive market is to main- financial industry plays a key role if we are going to meet the UN’s tain a strategy of cheaper, better and simpler offers, at the same Sustainable Development Goals. The EU has therefore drafted time that we stay close to customers and create an engaged an action plan to steer capital flows to sustainable businesses. user experience with smart and proactive tools that help cus- The regulation on sustainability-related disclosures, which tomers manage their money. takes effect on 10 March 2021, is part of this action plan and will Evolving market conditions are expected to continue to force companies in the financial sector to disclose information squeeze prices in the industry and benefit consumers, espe- on how they address sustainability issues and how sustainabil- cially in mortgages as well as fund and insurance savings. This ity risks are integrated in investment decisions and customer should strengthen Avanza’s position. Avanza is a recognised advice. This is in addition to the EU’s Taxonomy Regulation, brand with many ambassadors and high customer satisfac- part of which applies as of 1 January 2022. This regulation will tion, which together with our innovative capabilities, strong user ensure that the financial sector applies uniform rules on which experience and cost leadership are a good starting point. The investments can be called green and sustainable. user experience and Avanza’s focus on information and educa- Analysing your savings from a sustainability perspective tion are also important as demand for sustainable products and becomes an important economic issue when corporate prof- clear sustainability information grows. itability is affected by stricter regulations and climate laws. The The aim going forward is to attract broader target groups – increased awareness and higher demands on companies with experienced and established savers as well as new ones – who respect to sustainability are highly likely to impact them and need more support in their investment decisions. Availability will their share prices through consumption patterns and as capi- be enhanced through improvements to our mobile services and tal increasingly flows to companies with a clear sustainability decision support. We also continue to develop offers in more strategy. niche areas to meet the needs of active traders. In terms of sustainability, there should be a sustainable alternative in every We want to contribute to the Sustainable Development product area. Goals by encouraging sustainable choices Avanza’s strong fund offer, focus on pensions and the mort- Since the beginning, Avanza has worked for lower prices, edu- gage offer are important to future growth, but also to generate cated the public about savings and investments, and promoted stable income and reduce the sensitivity to market fluctuations. gender equality. The public’s growing interest in sustainable Outside collaborations will continue if they strengthen the ser- investments aligns with Avanza’s strategy to encourage sustain- vices we offer and align with what our customers want. Here able savings and also helps us attract a broader group of savers. Avanza’s strong distribution capabilities are a big competitive Even in occupational pensions, sustainability is becoming more advantage to attract new partners. important as companies demand sustainable alternatives and Competitiveness and profitability will still have to be achieved suppliers for their employees’ pension plans. through scalability and a cost to savings capital ratio in line with The new regulations which enter into force in the coming years the very best in the industry. The long-term aim is that Avanza will set the standard for disclosure of sustainability information, will be the best tool for our customers to successfully manage which in turn will improve the tools and the information on Avan- their finances. za’s platform. The insurance company Avanza Pension and the fund company Avanza Fonder are affected by the new laws as well. For the fund company it is less of an issue, since it controls the investment approach, and the aim is that the majority of the company’s products will be classified as funds that promote the environment and social change. There is still considerable uncertainty in the industry as to how the rules will be interpreted, and the challenges are that much greater for the insurance com- pany, since the regulation as presently formulated is not adapted to savings platforms but rather advice.
12 Avanza 2020 Personal overview After logging in on the website and in the apps, customers will find a personal overview showing the lat- est news related to their holdings as well as news from Avanza in the form of new launches or blog entries. They can also monitor the day’s or for example the last week’s developments for all their accounts.
2 konton valda Stakeholder dialogue Our success requires listening to our customers
The longevity of Avanza’s business is tied to our ability to deliver what our stake holders want. Listening to our customers and meeting their needs improves our offer and gives us new perspective.
Key focus areas are identified in dialogue with An open work environment and creative dialogue our stakeholders encourage employee engagement Avanza’s most important stakeholders from a business stand- Our employees are driven by our vision and by creating change. point are customers, employees and owners. In addition, there At the same time, they want to feel that they are developing are partners, suppliers, the media, authorities and legislators. By professionally and having fun. An open work environment is maintaining an open dialogue with our stakeholders, we are able essential to capitalise on ideas and create engagement, which to find out what is important to them. The areas that customers, increases our innovative capacity. employees and owners all stress are transparency, innovation, We track how employees feel about the work environment user experience and IT security – but most importantly our through anonymous and quick pulse surveys. They are con- strong customer focus. There are also other areas more spe- ducted three times a year and focus on the work environment, cific to each stakeholder group, which is illustrated on the next leadership and engagement and have a response frequency of page. This is an important part of our strategy and development around 90 per cent. The surveys identify what is working and and encompasses the entire organisation, without limitations. what is not, and whether we are improving over time. Employees are also encouraged to discuss what they feel needs to improve A close dialogue has helped us to have the most satisfied or change to make them happier and more engaged. The pulse savings customers for eleven consecutive years surveys also gauge employees’ motivation and how they feel We dialogue with our customers by phone and email, through about coming to work. The results are followed up in workshops social media, personal meetings and surveys. within each department. We regularly send out customer surveys, both in general in Performance reviews during the year between employees and nature and specifically on products, tools and functions. Prior to their managers identify needs, opinions and desires, and are an new launches, like when we redesigned our most-visited equity opportunity to monitor and discuss each person’s development pages during the year, several steps are taken. We conduct cus- and performance. Well-defined goals strengthen motivation. tomer interviews and user testing and also go back and look We also have a process to monitor new employees during their at years of feedback on old pages and functions. In addition, first three months to learn their views and whether the initial we review quantitative data on how customers interact with the period has met their expectations. page. In the next phase of major changes, we release a beta ver- When an employee leaves the company, we conduct an exit sion to a small number of customers to get feedback on the new interview. This is an important way to get an honest opinion on pages in a real environment and make additional adjustments. Avanza as an employer, our leadership and whether the individ- Customers can choose themselves whether they want to test ual felt they could impact their work situation. The conversa- out the new functions. tions are held by HR, which compiles a semiannual report for Our customers are highly engaged, which also means that we management on suggested improvements. For more informa- get feedback through tens of thousands of messages to our cus- tion, see pages 26-30. tomer service, Twitter comments and app reviews. On the site Besides the day-to-day communication, there are a number of we also have a tool called “Feedback Buddy,” where customers ways we strengthen this dialogue and ensure that our employ- can leave comments directly to the development teams. ees are heard. We hold monthly roundtable lunches where Each year we have surveys on the range of products and ser- employees from different departments meet with the CEO and vices we offer, including an open question on what would make other senior executives to discuss suggestions and ideas, ask Avanza perfect. In 2020, three such surveys were conducted. questions and voice opinions. Some of these have had to be can- After a call to customer service, we send out a digital survey celled during the Covid-19 pandemic, but the plan is to resume to make sure we have provided the best possible service. This them again in the spring. Instead, the crisis management team allows us to continuously measure satisfaction, ensure that we has frequently communicated with employees and we have receive feedback and get back to customers if needed. created a special mailbox for questions and thoughts about the While many of us receive feedback from customers, we have pandemic, working from home and other possible questions. an employee within Customer Service who is dedicated to coor- Normally, monthly meetings are held where the whole company dinating and forwarding customers’ views and suggestions to gets together for a presentation of what is going on in the com- product teams and management. Improvements are made to pany and where there is an opportunity to ask questions directly our offers on a weekly basis through updates on the site and in to Group Management and the CEO. During the pandemic, they apps and infrastructure largely based on responses from cus- have been digitally recorded, and digital channels have been tomers and changes in user preferences. established to present the development work being done, offer All this, together with our market analysis, is important to tips about working from home and provide channels for each improving the offer. team, among other things.
14 Avanza 2020 Stakeholder dialogue
Our open office concept normally creates a closeness which, In 2020, we held over 125 meetings with investors, of which most along with an unpretentious culture, is designed to foster inter- have been held digitally due to the pandemic. Only two physi- nal dialogue. cal roadshows were held during the year, in addition to which Avanza took part in a number of digital roadshows and invest- Transparency to create understanding and give a fair view ment seminars. We dialogue regularly with the analysts that fol- of Avanza among owners low Avanza at ABG, Carnegie, DnB, Kepler Cheuvreux, SEB and We regularly communicate with owners and potential investors Handelsbanken. face-to-face and by email and phone. We try to be as transparent Owners and investors want transparency and availability to and accessible as possible in order to provide an accurate pic- understand the decisions that are made, for the industry as a ture of Avanza and its performance to facilitate thorough analy- whole and for our financial reporting. Through this dialogue and sis and sound investment decisions. In addition to our financial communication, and by listening to opinions, we also try to build reports and press releases, we publish monthly statistics and trust among owners and analysts. Reporting and information historical financial data from 2001. disclosures should describe our progress in meeting targets and priorities.
What our stakeholders want and the main topics we discuss
Strong customer focus, user experience, IT security, transparency and innovation
Easier and smarter tools & Live our vision Growth decision-making support Strong culture & good leadership Scalability & Easy to navigate website cost efficiency Stimulating work environment High service level with good development Increased share of stable income opportunities Full functionality in apps Low risk taking Have fun at work Broad product range & Performance on targets continuous product development Equality in the workplace Strong ownership Low prices
More about customers on pages 22–24. More about employees on pages 26–30. More about owners on pages 32–35.
Performance review on material analysis
Material aspects Evaluation criteria Page Strong customer focus Customer satisfaction and cheaper, better and simpler offering 22–24 User experience Customer satisfaction and daily active users 5, 8 Availability Web service operational availability 36 IT security Substantiated complaints concerning breaches of customers’ integrity 36 Transparency Transparency in supply, prices as well as in financial reporting 15, 17, 22–24, 32–33 Innovation Product development and efficiency 14, 16, 22–24, 26
Avanza 2020 15 Vision, business model and strategy Our vision is to create a better future for millions of people
We want to give our customers good tools and encourage and inspire them to save sustainably. Through continuous innovation, with a focus on what’s best for the customer, we build trust and generate growth. Our aim is to create the best tool for our customers to successfully manage their finances.
A business model built on customer focus and Our strategy is to do it cheaper, better and scale simpler The business model is built on scalability. Strong customer We follow a strategy to continuously improve our offering to be growth, combined with the market’s lowest cost to savings cheaper, better and simpler. We concentrate on three areas to capital ratio, creates long-term growth in income and facilitates achieve this: Customer Focus, and Innovation, Scalability & Effi- further development. There is a strong correlation between cus- ciency, as well as Sustainability. tomer satisfaction, growth and income. The key to the company’s strategy and success is our employ- ees. Avanza’s corporate culture draws its energy from a willing- 1) The inflow of savings capital is driven by new and existing cus- ness to create change. The culture is important if employees tomers, which places great importance on customer satisfac- are going to thrive, feel engaged and develop. We place great tion. Throughout Avanza there is a very strong focus on what’s importance on maintaining a strong culture where everyone is best for our customers. Satisfied customers talk about us and encouraged to think in new ways, challenge and come up with recommend us to others, which is a desirable and cost-effective new ideas. It is also characterised by collaboration and unpre- way to grow. tentiousness. We are convinced that satisfied customers, along with engaged 2) The lower income to savings capital ratio over the years is employees who enjoy going to work, create long-term value and, a result of a price leadership strategy to make our offers more as a result, satisfied shareholders. attractive. It is also due to market trends, including changing customer behaviours, mix effects in savings, market conditions Customer focus and trading activity, and not least the interest rate environment. Avanza’s business is built on a strong customer focus and a high The interest rate was raised to 0 at the beginning of 2020 and service level. Doing what’s best for our customers is central to customer activity was record high. everything we do. We want to offer a great user experience and a Income largely consists of brokerage income, although fund broad range of products and services. We believe our customers commissions have grown significantly in recent years, in line can make the best decisions and do not offer investment advice. with Avanza’s aim to reduce income volatility. Instead we provide information, education and decision-making tools to help them make the right investments. 3) To deliver shareholder value while at the same time meet- ing our promise to customers, cost effectiveness is critical. Our Innovation, Scalability & Efficiency business is built on creating customer growth without increas- Being attentive to our customers’ needs and doing everything ing costs to the same extent. Our success in achieving this is we can to meet them is an integral part of our product develop- illustrated by the declining cost to savings capital ratio. ment. We believe that we create the most value for customers by concentrating our business and development on areas where Timeless business model built on scale we are, or can be, the best in the industry. Innovation is important from a cost perspective as well. Offer- % SEKm 1.8 600,000 ing price leading products is critical to creating long-term value for savers and to attracting customers. Scalability and effi- 1.5 500,000 ciency are therefore an essential part of our business. Continu- ous improvements to our technological platform and systems 1.2 400,000 also enable us to quickly respond to changing customer pref- erences. 0.9 300,000 We work tirelessly to eliminate what’s outdated and could slow our development. Our technological platform and trading 0.6 200,000 system are among the most modern in the industry. We contin- ually evaluate new technology and update and modernise our 0.3 100,000 systems. The strategy is to never put ourselves in a dilemma with old systems and to continuously automate and simplify our 0.0 0 2006 2008 2010 2012 2014 2016 2018 2020 processes. By not planning too far into the future, we stay flexible and can respond to what happens around us. The site is contin- 2) Income/savings capital 1) Savings capital uously updated with improvements and new functions, with a 3) Cost/savings capital
16 Avanza 2020 Vision, business model and strategy new release each week. Our systems provide stability and econ- mented according to the opt-out principle. For more informa- omies of scale and enable us to deliver high quality. Our trading tion, see pages 22–24. system has no limit on number of customers or transactions. Educate & Challenge Sustainability We want to be the obvious choice for those who want to learn Sustainability is growing in importance for our customers and more about personal finances and sustainable savings. By edu- for Avanza’s business. Since the start, we have worked to reduce cating, driving opinion and challenging convention, we want to prices, educate the public on saving and investing, and promote create opportunities for more people to be financially empow- gender equality. The environment and social engagement have ered and inspire them to invest more in sustainable products. become increasingly important to sustainable development Contributing to greater equality in savings is a key element in and business. Our sustainability work is focused on three areas. our sustainability work. Our customers have over SEK 570 bil- lion in savings capital with Avanza, and through information and Sustainable investments inspiration we can do more to encourage sustainable choices. Avanza is a platform for savings and investments with a broad We want to drive development toward a sustainable financial range of options. We do no control how our customers invest, market. For more information, see pages 22–24. but we can make it easier for, and inspire, them to save sustain- ably through a wide range of sustainable alternatives and clear Sustainable organisation information. We want Avanza to be the obvious choice for those We operate in an industry built on trust and will ensure good who save sustainably, with clear sustainable alternatives in every governance and control. We work actively to increase gender product area. Another important part of making financially sus- equality and diversity. We also strive to create sustainable tainable investment decisions is transparency, where prices and offices through a healthy work environment and by reducing fees are clearly spelled out and where it is easy to understand our resource and energy consumption. For more information, each product. In our own funds sustainability aspects are imple- see pages 21, 27–28, 45 and 114.
A better future for millions of people Long-term value growth
Emplo ee engagement Customer satisfaction
n o i alues & t ocus areas a e Customer focus corporate culture
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