Advisors shall provide professional services with integrity. They shall place the client's needs above their own and serve them honestly.
Advisors shall be objective in providing professional services to clients. They shall not allow outside influences to distract them from making the most appropriate recommendations to the client.
Advisors shall provide professional services to the client competently and maintain the necessary knowledge and skill to continue to do so in delivering both financial planning and investment advice.
Advisors shall not disclose any confidential client information without the specific consent of the client unless in response to proper legal process, to defend against charges of wrongdoing or in connection with a civil dispute between Advisor and client.
Advisors shall conduct themselves in a way that reflects credit upon the profession of financial planning and honors the client's right to unbiased, ethical advice.
Advisors shall act diligently in providing financial planning and investment advisory services. Diligence is the provision of services in a reasonably prompt and thorough manner. Diligence also includes proper planning for and supervision of the rendering of professional services.