As far as possible, Allied Dunbar avoided all direct financial exposure to policyholder funds and liabilities. The company took the minimum responsibility for its sales force, even after tied agents were regulated under the Financial Services Act 1986, and the hard-sell tactics of some of its self-employed "sales associates", soon gave it the soubriquet of 'Allied Crowbar'. The company's financial responsibility for the sales force, in the form of "indemnity commission" paid in advance to profits accruing from premium payments, was largely passed back to its self-employed sales managers. Most mortality risk was reassured, and every other kind of risk was ruthlessly designed out or managed out as far as practicable; the company was thus highly successful in comparison with traditional life offices.