Code of Professional Standards

All individual Members and Associate firms of the Consumer Duty Alliance shall, always:

1. Act in good faith in all dealings with clients.
2. Always avoid causing foreseeable harm to clients.
3. Inform, empower and support clients to pursue their financial needs, objectives and aspirations.
4. Fully disclose, clearly explain and consciously mitigate any conflicts of interest identified in our dealings with clients, including where commercial interests might conflict with a client's best interests.
5. Only offer products or services that are both suitable and needed, offering fair value and transparent pricing.
6. Ensure clients receive the support they need, when they need it.
7. Embrace a focus on customer vulnerability including adherence to the Consumer Charter of the Financial Vulnerability Taskforce.