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About us

Held to a standard somebody else enforces.

We’ve adopted the Chartered Insurance Institute’s code of ethics in full and we’re required to adhere to it at all times. Here is exactly what that commits us to.

Chartered Insurance Institute

A code we adopted, not one we wrote.

As members of the Chartered Insurance Institute, we've adopted the CII's code of ethics in full — and we're required to adhere to it at all times.

We could have written our own set of values. Plenty of firms do and they tend to say much the same thing in warmer language. We'd rather be held to an external standard that somebody else enforces, because a promise you can only judge us against is worth less than one a professional body can.

Where it isn't in a client's interest to proceed, we have an obligation to tell them — and to tell them why.

Our own belief, on top of the code

The code

Five commitments, in plain English.

  1. Comply with the Code and all relevant laws and regulations.
  2. Act with the highest ethical standards and integrity.
  3. Act in the best interests of each client.
  4. Provide a high standard of service.
  5. Treat people fairly regardless of age, disability, marriage and civil partnership, pregnancy and maternity, race, religion and belief, sex, sexual orientation and transgender status.

What we believe on top of it

Three things the code doesn't quite cover.

I

Sometimes the answer is no

Where it isn't in a client's best interests to proceed, we're obliged to say so — and to explain why. That includes the occasions when proceeding would have earned us a fee.

II

We err on the side of caution

An adviser has to take responsibility for the advice they give. Knowing that changes how you give it and we'd always rather be careful than clever.

III

Trust is built, not claimed

It matters with existing clients, new ones and people who may never become clients at all. We try to give everyone the same standard of answer.

Common questions

Things people ask before they ring.

What is the Chartered Insurance Institute?

The CII is the professional body for insurance and financial planning in the UK. It sets qualifications, requires continuing professional development and publishes the code of ethics its members agree to work to.

What happens if an adviser breaches the code?

The CII can investigate and take disciplinary action against members, up to and including removing membership. Separately, the FCA regulates firms and can act where its own rules have been broken.

Would you really talk me out of something?

Yes and we do. Several of the testimonials on this site mention exactly that. If a transfer, a product or a decision isn’t in your interests, telling you so is the job — not a favour.

How does this fit with the Consumer Duty?

The FCA’s Consumer Duty requires firms to act to deliver good outcomes for retail customers. In practice it points in the same direction as the CII code: put the client first, communicate clearly and make sure the service represents fair value.

Our services

The same standard, whatever you need.

Every service we offer is delivered under the code above.

Want advice from people who’ll tell you no?

Tell us when suits and an adviser will ring you back by the end of the next working day.

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