The chairman believes his reforms are essential for Lloyd's to compete against rival insurance markets, including tax haven Bermuda. He wants to phase out the historic system where wealthy investors ('Names') are liable for losses down to their last cufflink. No new Names will be allowed to join from the end of this year. The market will become a franchise operation, rather like an exalted version of McDonald's, with the Council of Lloyd's at the centre, and individual syndicates as franchisees. He also wants to scrap the arcane three-year accounting period and replace it with an annual reckoning.