The second chapter of my book, The 12 Investment Myths, is titled “Brokerage Firms Are Built on a Client Service Model.” (Remember, these are myths.) My intent in the chapter was to raise the reader’s awareness that, no matter how compelling the glitzy ad campaigns and glossy brochures may be, Wall Street’s big financial firms do not exist to serve you, the individual investor. They exist to move product, which they create through their investment banking activities.
Whether that product is good or bad is often beside the point because, brothers and sisters, the product has got to be moved. Otherwise it ends up on the wirehouse’s balance sheet instead of the end investor’s balance sheet, and we saw how well that worked out for Lehman and Bear and Merrill in 2008. Can’t have those toxic products on our own books, can we?
The dirty little secret that the wirehouses don’t want the investing public to ponder over is that they are really just massive trading machines that are beholden to no one but themselves. There isn’t anything wrong with this necessarily. The problem is that the wirehouses keep trying to pretend that they are actually in the business of servicing individual investors, helping them navigate through the financial wilderness and chart a path to a dreamy retirement in Shangri-La. (Or, at least, Sarasota.) They talk of planning and goals and managing risk and it all sounds so much like what a good investment advisor should say. But then you look at the part where they keep blowing up all those individual investors and getting fined billions of dollars for their egregious behavior, and it seems as though the talk is not being walked.
At bottom, this is what Goldman Sachs is really in the cross hairs for on Capitol Hill right now. The firm is being called to answer a fundamental question: What, exactly, are you? Are you an investment management firm with an obligation to do right by your clients? Or are you the mother of all trading shops with an obligation to do right by your shareholders?
Evan Newmark, a former investment banker with Goldman who now writes the “Mean Street” column for The Wall Street Journal, penned a very telling open letter to Goldman CEO Lloyd Blankfein in that space last week. Mr. Newmark lamented the demise of the old, white shoe Goldman culture he knew in the mid 1980s – before the firm went public and had to answer to profit-obsessed shareholders – and urged Blankfein to tell it straight up on Capitol Hill about what Goldman really is today:
“Goldman Sachs is a trading house, looking to multiply its capital as any trader would – and everyone knows it. To pretend otherwise, comes across as disingenuous and evasive…
…The truth is that most revenue on Wall Street comes from trading – it is 80% of yours. The truth is that you are a public company with public shareholders. And the truth is that as CEO and chairman of the board you have to put your shareholders interests first – even ahead of your clients.”
Ouch. “We put the interests of our shareholders ahead of our clients” wouldn’t sound too good as a tag line on those gauzy brochures would it?
Whatever your beliefs about whether Goldman is being justly or unjustly thrust into a negative spotlight, the truth is that Wall Street has no one to blame but itself. Historically, the wirehouses pandered to the greed in investors, but this time, in the housing bubble, they fell victim to the greed in themselves. They allowed the 30-year-old geniuses to begin running the asylum, using byzantine strategies no one understood with repercussions no one could anticipate, first using their clients’ money and then using their own.
When it all blew in the Summer of 2008, the facade blew with it. In many ways Goldman is on trial because it is the last one standing left to account for what happened. And the notion that it acted only in the best interests of its clients is as long gone as the days of the subprime mortgage.

“Lake” Lanier in late 2007
Lake Lanier in September 2009


