– Always place the client’s interest above our own

– Recommend the most appropriate product/products to fill the client’s needs and keep client fees fair

– Act with integrity at all times, not just at the office
– Advise clients immediately upon encountering an obstacle or problem
– Disclose all compensation to clients
– Act with fairness and prudence with every decision
– Always be honest and forthright with clients and all others
– Never engage in misleading or deceptive sales or marketing practices
– Adhere to high business standards beyond what are required by regulations
– Maintain regular, timely contact with clients