Business and Finance

The two execs who led Spotify’s direct listing say it gets to the ‘true price’ for an IPO

Two lead executives on Spotify Technology’s groundbreaking direct listing three years in the past predict momentum in the asset class to proceed as a extra clear various to conventional preliminary public choices.

The Nasdaq can also be engaged on rule adjustments that might doubtlessly make direct listings extra engaging for corporations to promote shares together with their stockholders. For now, corporations merely register shares for insiders and different traders to commerce on an opening day — not not like the opening of any inventory — and don’t maintain the proceeds.

That’s how online knowledge administration firm Amplitude

and eyeglass retailer Warby Parker

went public on Tuesday and Wednesday this week. It’s the first time two direct listings have taken place in a single week, following a few dozen direct listings since Spotify’s inaugural deal in 2018.

Amplitude CEO Spenser Skates instructed MarketWatch that traditional IPOs are “antiquated” and mentioned corporations who go that route usually find yourself underpricing their shares.

Barry McCarthy, retired CFO of Spotify

and former CFO of Netflix
and Greg Rodgers, the accomplice at Latham & Watkins who each labored on the first direct listing by Spotify in 2018, see ample alternatives for extra direct listings.

‘Direct listing was not a new idea. It had been around for a long time and was mostly used by companies coming out of bankruptcy proceeding and for corporate spinouts. What was ‘new’ was the idea of using a direct listing in place of an IPO.’

— Barry McCarthy, ex-CFO, Spotify

“Although so far we’ve only seen tech companies use the direct listing, we’ve had a lot of interest from other industries and in our view it is only a matter of time before it is more widely adopted,” Rodgers instructed MarketWatch. “We view it as just another option to going public. It’s a great fit for the right company.”

From the archives: Spotify’s non-IPO could serve as a model — but only for a certain type of company

Along with Spotify, Warby Parker and Amplitude, different corporations to go public by means of a direct listing embody Slack, now owned by Inc.
and Watford Holdings in 2019, Asana
Palantir Technologies

and Thryv Holdings

in 2020, adopted by Roblox

and Wise

in 2021.

Warby Parker was certainly one of the authentic direct-to-consumer manufacturers, however now, the eyeglass-maker’s gross sales are cut up about evenly between its greater than 140 brick-and-mortar places and its online retailer. WSJ’s Charity Scott explains why this cut up is Warby Parker’s secret sauce. Photo: Adam Falk/The Wall Street Journal

“Direct listing was not a new idea,” McCarthy mentioned in an e mail. “It had been around for a long time and was mostly used by companies coming out of bankruptcy proceeding and for corporate spinouts. What was ‘new’ was the idea of using a direct listing in place of an IPO.”

In a current twist that has but to be executed by a direct listing firm, inventory change guidelines at the NYSE and the Nasdaq have been launched to permit corporations to additionally promote shares in the direct listing and lift greenback proceeds in the first commerce.

One purpose no issuers have achieved this, but, is due to present guidelines that require direct listing shares to commerce inside a hard and fast vary of the reference worth printed in the firm’s inventory prospectus.

See: European Wax Center has plenty of room to grow and a business built on consistency, analysts say

A proposed rule change by the Nasdaq will now not require shares bought by an organization to commerce in a variety. The transfer might make it extra interesting for corporations to elevate capital in a direct listing. The Nasdaq has printed a draft of the guidelines and is weighing feedback on them. A spokesperson from the Nasdaq declined to present extra remark.

See now: Warby Parker IPO: 5 things to know about the affordable-eyeglass maker before its direct listing

The pricing rule adjustments by Nasdaq symbolize “constructive progress” to evolve direct listings, McCarthy mentioned. “Without these changes, selling shares in a direct offering by a company would have been dead on arrival,” he mentioned.

Latham & Watkins accomplice Rodgers mentioned these proposed firm inventory gross sales will seemingly be a lot smaller than conventional IPOs for a few causes. A smaller share sale in a direct listing reduces the threat of promoting at a low market worth on the opening day, he mentioned. Numerous recent firm shares in a direct providing might dilute costs by rising the provide of inventory, and firms might want to keep away from this by doing smaller inventory gross sales, he mentioned.

For larger capital raises, corporations should be higher served by a conventional IPO.

The IPO market has seen explosive development this 12 months as direct listings and Special Purpose Acquisition Companies (SPACs) develop into extra widespread. Here are the strategies of taking an organization public, and the prices related to every.

The genesis and way forward for direct listings

For his half, McCarthy has not walked again from previous feedback on the shortcomings of conventional IPOs. In 2019, he instructed Inc. journal that it’s “moronic” that the IPO course of has remained static for so lengthy.  

The narrative of bankers deciding IPO costs and doling out shares to their richest purchasers in smoke-filled rooms has dogged the asset class for a long time. Company executives and different insiders who maintain pre-IPO shares additionally bristle at promoting shares to underwriters at one worth, after which seeing their inventory leap to a a lot greater worth as soon as it begins buying and selling. Holders of pre-IPO shares face share lockup restrictions that stop the sale of their inventory for months after an IPO.

McCarthy began growing the concept for direct listings round 2017-2018 as a approach to go public with out the sale of shares to underwriters. In different phrases, he wished to drop the “O” in IPO as a result of Spotify didn’t want capital from an IPO due to robust help from non-public traders. Insiders who owned pre-IPO shares wished to promote their inventory at a extra clear market worth, not an IPO worth set by underwriters by means of an opaque course of.

‘The narrative of bankers deciding IPO prices and doling out shares to their richest clients in smoke-filled rooms has dogged the asset class for decades. Company executives and other insiders who hold pre-IPO shares also bristle at selling shares to underwriters at one price, and then seeing their stock jump to a much higher value once it starts trading.’

By that point, Spotify was already a number of instances bigger than Netflix was when McCarthy took the video streaming firm public as CFO in 2010. Spotify had greater than thrice the subscriptions, greater than double the income and about 10 instances the money of Netflix at that time. McCarthy figured Spotify can be too huge to ignore if it tried one thing new.

“I began to think that given the scale of the business, we had an opportunity to create our own ecosystem,” McCarthy mentioned. “I also had a founder [Daniel Ek] who was excited about doing something groundbreaking.”

Spotify turned to Latham & Watkins partly due to its monitor document in coping with the Securities and Exchange Commission and its expertise in getting abroad corporations listed since Spotify relies in Stockholm, he mentioned.

Also: Medical scrubs company Figs sees shares tumble after weak outlook, but analysts say there’s plenty of room to grow

The Latham & Watkins roster on Spotify’s direct listing included companions Marc Jaffe, Benjamin Cohen, Dana Fleischman (now retired), Alex Cohen and Paul Dudek, with Rodgers performing as quarterback for the group.

Rodgers mentioned the SEC was trying for methods to improve the variety of public corporations and seen one other viable technique of going public as an excellent factor. But the course of was nonetheless difficult given it had not been achieved earlier than.

“The essential problem we had was that even though we thought this was a simplification, the entire history and jurisprudence around securities offerings were centered on underwritten offerings,” Rodgers mentioned. “We were staring at rules that didn’t work.”

The regulatory course of for the direct listing was far more in depth than a typical IPO and it took roughly a 12 months, however the deal bought achieved.

“After the success of Spotify, we hit the road to educate our clients about the innovative structure,” Rodgers mentioned.

After a few 12 months, Slack opted for a direct listing and went public efficiently. Unlike Europe-based Spotify, Slack was extra of a conventional Silicon Valley-based, venture-backed firm.

“Slack was the one that made the venture capital community in California take notice,” Rodgers mentioned. Bill Gurley, common accomplice at enterprise capital agency Benchmark, has been an advocate of direct listings, for instance. Gurley didn’t reply to an e mail.

“A belief in direct listing requires a belief in markets. The truest price will be achieved by the largest number of buyers engaging with the largest number of sellers. And the outcome is your true price. At the end of the day, Barry [and other Spotify executives and investors] wanted the stock price to be set with as few artificial constraints as possible.”

— GregRodgers, accomplice, Latham & Watkins

Latham additionally suggested on the direct listing of Wise, the first direct listing of a expertise firm on the London Stock Exchange.

After Slack, the tempo of direct listings elevated, notably in 2021.

While some corporations will nonetheless want to do conventional IPOs to elevate bigger quantities of capital, extra mature corporations with many non-public shareholders might decide for direct listings to permit insiders to promote their inventory in the open market with out the extra steps of an IPO, akin to the roadshow and underwriters setting the worth.

“A belief in direct listing requires a belief in markets,” Rodgers mentioned. “The truest price will be achieved by the largest number of buyers engaging with the largest number of sellers. And the outcome is your true price. At the end of the day, Barry [and other Spotify executives and investors] wanted the stock price to be set with as few artificial constraints as possible.”

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