ALLSTATE FINANCIAL CORP /VA/
PREC14A, 1998-04-10
SHORT-TERM BUSINESS CREDIT INSTITUTIONS
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                                  SCHEDULE 14A


                                 (RULE 14A-101)


                   INFORMATION REQUIRED IN PROXY STATEMENT
                            SCHEDULE 14A INFORMATION


         Proxy Statement Pursuant to Section 14(a) of the Securities
                      Exchange Act of 1934 (Amendment No. )



Filed by the registrant [x]
Filed by a party other than the registrant [ ]

Check the appropriate box:

[ ] Preliminary proxy statement.        [ ] Confidential, for use of the
                                            Commission only (as permitted
                                            by Rule 14a-6(e)(2)).

[ ] Definitive proxy statement.

[ ] Definitive additional materials.

[x] Soliciting material pursuant to Rule 14a-11(c) or Rule 14a-12.


                         Allstate Financial Corporation
              ____________________________________________________
              (Name of the Registrant as Specified In Its Charter)


    ________________________________________________________________________
    (Name of Person(s) Filing Proxy Statement, if other than the Registrant)


Payment of filing fee (check the appropriate box):

[x] No fee required.


<PAGE>


[ ] Fee computed on table below per Exchange Act Rules 14a-6(i)(4) and 0-11.
1. Title of each class of securities to which transaction applies:

 .......................................................

2. Aggregate number of securities to which transaction applies:

 .......................................................

3. Per unit price or other underlying value of transaction  computed pursuant to
Exchange  Act Rule  0-11  (Set  forth the  amount  on which  the  filing  fee is
calculated and state how it was determined):

 .......................................................

4. Proposed maximum aggregate value of transaction:

 .......................................................

5. Total fee paid:

 .......................................................

[ ] Fee paid previously with preliminary materials.

[ ] Check box if any part of the fee is offset as provided by Exchange  Act Rule
0-11(a)(2)  and  identify  the  filing  for  which the  offsetting  fee was paid
previously.  Identify the previous filing by registration  statement  number, or
the Form or Schedule and the date of its filing.

1.  Amount Previously Paid:

 .......................................................

2.  Form, Schedule or Registration Statement No.:

 .......................................................

3.  Filing Party:

 .......................................................

4.  Date Filed:

 .......................................................


<PAGE>


                                 [Allstate logo]


                [Letterhead of Allstate Financial Corporation]


                                 April 10, 1998


Dear Fellow Allstate Shareholder:

      In advance of your receiving  proxy  materials for our May 12, 1998 Annual
Meeting of shareholders,  I am writing to you to review the significant progress
and  accomplishments  made by  your  Company  in the 21  months  since I  became
President and Chief Executive  Officer of Allstate.  During my tenure,  Allstate
has reported six consecutive profitable quarters and, shortly, expects to report
its seventh consecutive profitable quarter. In addition,  calendar year 1997 was
the Company's most profitable of the last five years.

      Since  July  1,  1996,  I and our new management team have implemented  an
aggressive  plan  to  restore  the  Company's   financial   health  and  enhance
shareholder value by, among other things --

      o     Restoring Profitability Through a Sharper Focus on Bottom Line
            Results

      o     Reducing Costs by 17.1% in 1997

      o     Improving Risk Management Policies, resulting in

            --    A Dramatic Reduction in Write-Offs

                  o     $1.7 million in 1997 compared with approximately $4-5
                        million each year from 1993-1996.

                  o     A significant decline in Non-Performing Assets

      o     Recruiting Key New Members of the Company's Management Team from
            outside the Company, including Strengthening the Company's Sales
            Force

      o     Increasing the Company's Customer Base by more than 30%

      o     Implementing a Customer Retention Policy for Lower Risk
            Borrowers/Customers

      o     Expanding the Company's Business Lines into Asset Based Lending
            and Traditional Factoring

<PAGE>

      I believe  that the  Company's  financial  position is strong and that the
future is bright for Allstate.

      However, a so-called "independent shareholders/directors committee" backed
by Value Partners,  Ltd., and its principal,  Tim Ewing,  has said it intends to
nominate five candidates for election as Allstate Directors.

      Each of the Ewing group's  candidates has previously served as a member of
Allstate's Board of Directors.  In our view, during their respective  tenures on
the Board --

      o     None of the Ewing  group's  designees  contributed  any new ideas or
            initiatives regarding the Company's business operations.

      o     None of the Ewing group's designees introduced any new business
            opportunities to the Company.

      o     None of the Ewing group's designees made any constructive  proposals
            to increase the Company's revenue or reduce its costs.

      In order to avoid a costly, disruptive and time-consuming election contest
with Ewing's  group,  I offered  Ewing the right to designate -- outright -- one
person  to stand  for  election  on a newly  constituted  five  person  Board of
Directors  and the right,  in  conjunction  with  management,  to designate  two
additional  individuals  to stand for  election  on a five person  Board.  EWING
REJECTED THIS PROPOSAL WHICH WE BELIEVE WAS FAIR AND REASONABLE.

      IT IS CLEAR TO ME THAT EWING AND HIS GROUP WANT  ABSOLUTE  CONTROL OF YOUR
BOARD AND YOUR COMPANY WITHOUT PAYING YOU A PREMIUM FOR YOUR SHARES.

      Your new management team does not believe that ceding control to Ewing and
his group is in the best  interest of Allstate  and all of its  shareholders  --
although it may be in the best interest of Ewing and his nominees.

      We believe that your new management  team and the nominees who we will put
forward are  dedicated  to managing  Allstate in the long term  interests of ALL
shareholders. We also believe that there is a serious question whether Ewing and
his group would do so.  Election of the Ewing  group's  nominees  would,  in our
opinion, result in financial and management instability,  as well as instability
in  the  Company's   customer  base  and  business   referral  sources  and  the
exploitation  by our  competitors  of these  perceived  weaknesses at a critical
juncture in the  turn-around  program your new management team has initiated and
implemented.

      If you receive proxy materials from the Ewing group -- which styles itself
as the so-called "independent shareholders/directors committee" -- I urge you to
TAKE NO  ACTION.  In the  very  near  future,  we will  be  sending  you a proxy
statement  and a proxy  card.  They  will give you the

<PAGE>

opportunity to vote for Directors who believe that our Company should be run for
the benefit of ALL Allstate shareholders.

      You will soon be  receiving  the  Company's  Annual  Report on Form 10-KSB
under separate  cover. If you have any questions or would like to receive a copy
of Allstate's preliminary proxy materials please call MacKenzie Partners,  Inc.,
which is  assisting  us with this  matter,  at the number set forth  below.  As
events unfold, I will endeavor to keep you informed.

                                   Sincerely,

                                   /s/ Craig Fishman

                                   Craig Fishman
                                   President and Chief Executive Officer

               _________________________________________________

Listed below are the names of each person  nominated by a majority of your Board
of  Directors  for  election to the Board of  Directors  of  Allstate  Financial
Corporation.

   DAVID P. BINDEMAN                        WAYNE M. LEE
   -----------------                        ------------
   President of Landmark Realty, Inc.       Chairman, Ryan, Lee & Co., Inc. (an
   and a Director of Washington Sports      investment banking firm); Former
   and Entertainment Limited                Managing Director, Bankers Trust
   Partnership, owner of the                Company and its BT Securities
   Washington Wizards (an NBA               Corp. Subsidiary (where he was head
   franchise) and the Washington            of the Energy Mergers and 
   Capitals (an NHL franchise).             Acquisitions Group and a senior
                                            member of the Merchant Banking
                                            Group).

   JOHN V. POLLOCK                          ALAN L. FREEMAN
   ---------------                          ---------------
   Executive Vice President and Chief       Managing Partner of Freeman,
   Lending Officer of Sequoia National      Buczyner & Gero (an accounting
   Bank.  Director of Nastech               firm).  Former Partner with Deloitte
   Pharmaceutical Company, Inc.;            & Touche LLP.  Served as a Director
   Frank Basil, Inc. and Interbank of       of Allstate since 1995.
   New York.


                                  CRAIG FISHMAN
                                  -------------
                    President and Chief Executive Officer
                    of Allstate Financial Corporation. Served
                    as a Director of Allstate since 1995.

<PAGE>

                  ___________________________________________

                             PARTICIPANT INFORMATION


Allstate Financial Corporation  ("Allstate") and certain persons named below may
be deemed to be  "participants"  within the meaning of Regulation  14A under the
Securities and Exchange Act of 1934 in the  solicitation of proxies for the 1998
Annual  Meeting.   The  participants  in  this   solicitation  may  include  the
above-described  nominees for director of Allstate (Craig Fishman, Alan Freeman,
Wayne M. Lee, John V. Pollock and David P. Bindeman);  the current  directors of
Allstate  who  are  not  part  of  the  self-styled  "committee  of  independent
shareholders/directors"  (Leon  Fishman,  Eugene  Haskin,  James C.  Spector and
Lawrence  Vecker);  and the  following  executive  officers of  Allstate:  Craig
Fishman (President and Chief Executive Officer and Director),  Wade Hotsenpiller
(Senior Vice President and Chief Operating Officer),  Lawrence M. Winkler (Chief
Financial  Officer,  Treasurer  and  Secretary),  Peter Matthy  (Executive  Vice
President),  and Richard Brasch (General Counsel).  As of March 31, 1998, Messrs
L. Fishman and Haskin  beneficially  owned 253,750 shares  (including  currently
exercisable  options as to 7,500 shares) and 240,500  shares of Allstate  Common
Stock,  respectively.  None of the remaining  participants  beneficially  own in
excess of 1% of Allstate's equity securities.

                  ___________________________________________

      Allstate stockholders are encouraged to call MacKenzie Partners,  Inc., at
      the  telephone  number  listed  below.  We  will  be  pleased to provide a
      copy  of  Allstate's   preliminary   proxy  material  to  any  stockholder
      immediately and a copy of our definitive proxy material to any stockholder
      as soon as it becomes available. Please telephone today.

                            MACKENZIE PARTNERS, INC.
                            156 Fifth Avenue
                            New York, New York 10010
                            Call Toll-Free (800) 322-2885




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