We will put your interests first – ahead of our own. We will act in utmost good faith and undivided loyalty to you. We will make recommendations only after understanding your investment objectives, financial situation and concerns. We take the time to thoroughly explain all of your options in plain English. We will act diligently and exercise professional competence. We will eliminate conflicts of interest wherever possible, and provide full and fair disclosure for conflicts that are unavoidable. We will provide you with a full and fair disclosure of all fees. We operate with complete transparency, avoid conflicts of interest, and disclose all details, fees and expenses.