"Their introduction of F-class shares came about 10
years ago when they realized they were being shut out of many fee-only accounts established by RIAs."
Most load funds enable brokers to sell their funds without loads so long as the brokers collect fees in some other way. Often, funds will simply waive their loads for fee-based (aka "wrap") accounts. This has been going on since the last century, not just the past decade.
American Funds did this until 2002. Read an
older prospectus. It says "Investments made by investors in certain qualified fee-based programs ... may also be made with no sales charge and are not subject to a CDSC".
Read a current prospectus: "You may generally open an account and purchase Class F
shares only through fee-based programs of investment dealers .... These intermediaries typically charge ongoing fees for services they provide. Intermediary fees are not paid by the fund and normally range from .75% to 1.50% of assets annually, depending on the services offered."
Pre-2002, post-2002, same intermediaries, same charges by American Funds. Only the letter attached to the shares changed - from A to F.
So it doesn't look introducing F shares changed anything substantial.
I do agree that, to use a word now in vogue, the "optics" changed. American Funds seems to like the unix philosophy of KISS as much as unix zealots. By that I mean they take it to the extreme. (See, e.g. Rob Pike's "
Cat -v Considered Harmful", advocating simple separate programs rather than multiple options on a given program.)
American Funds seems to have taken this approach to heart - instead of having class A shares with different load options (beyond breakpoint pricing), it separated out a no load option into a new share class. Instead of having different options for different uses (retirement plans, 529 plans, retail purchases), it has different groups of shares (R shares, 529 shares, letter shares).
Timing suggests that the introduction of the F shares was a response to the
Merrill Lynch Rule (1999-2007) facilitating wrap accounts without holding their reps to a fiduciary standard, but that's purely circumstantial and I can't show a direct link.