Consumer Duty Alliance

The Consumer Duty Alliance is a not-for-profit, independent membership body. Its purpose is to inspire greater confidence and trust in financial advice and financial planning by supporting the delivery of consistently good outcomes, so firms are seen alongside other professional services as a ‘safe pair of hands’.

Alliance Members are committed to an independent Code of Professional Standards stating how they will always seek to deliver good outcomes from the advice they give, in addition to any specific commitments they make as a firm.

Alliance Members should:

• Act in good faith in all dealings with clients
• Always avoid causing foreseeable harm to clients
• Inform, empower and support clients to pursue their financial needs, objectives and aspirations
• 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
• Only offer products or services that are both suitable and needed, offering fair value and transparent pricing
• Ensure clients receive the support they need, when they need it
• Embrace a focus on customer vulnerability including adherence to the Consumer Charter of the Financial Vulnerability Taskforce