Subject: File No. S7-15-10
From: Jeff Prentice, MSFS, CFP, CLU, ChFC, CFS, REBC, AEP
Affiliation: Securian Financial Services, Inc.

October 27, 2010

To Whom It May Concern: I feel that your proposed changes to have the broker-dealers set the fees that are to be charged for the sale of mutual funds will have an impact on the average consumer that is a direct conflict of what you are trying to accomplish. By creating a price war within the broker dealer system you will create a situation where the average investor will no longer be getting the guidance and assistance that is so needed. I am in favor of the revised 12b-1 rules for more disclosure, but trying to have effectively reduce the costs by creating a price war will have a negative impact to the average consumer. Please reconsider.

Jeff Prentice
Jeff Prentice, MSFS, CFP, CLU, ChFC, CFS, REBC, AEP ,
Registered Representative, Investment Advisor Representative
Securian Financial Services, Inc.
Member FINRA/SIPC
Prentice Financial Services, Inc.