CFF is a professional designation for financial professionals, namely, those who have successfully completed a certification and training process established by the National Association of Certified Financial Fiduciaries (NACFF) and The American Financial Education Alliance (AFEA), and who agree to uphold the highest moral, ethical and fiduciary standards of service when providing advice to potential or existing clients.
Financial professionals who have earned the CERTIFIED FINANCIAL FIDUCIARY® (CFF) designation can immediately and clearly demonstrate how they practice a fundamental obligation to always put their clients’ best interests first. In addition, CFF® designees are bound by the CFF code of conduct which holds them to the highest standards of professionalism in the financial services industry.
As a CERTIFIED FINANCIAL FIDUCIARY®, one must agree to uphold the highest moral, ethical, and fiduciary standards of service when providing advice to potential or existing clients.
A CFF designee will first and foremost agree to always put the clients’ best interests first.
Fundamental obligation to treat all clients fairly.
Fundamental obligation to exercise the skill of an expert and to only advise in those areas where expert skill level has been obtained.
Provide comprehensive and unbiased education to clients ensuring they have a firm grasp of the subject matter prior to making specific suggestions or advice.
Consider all aspects and factors that affect a plan prior to making suggestions or advice about any part of a client’s financial plan or circumstance.
Always divulge all fees and commissions as well as disclose any conflicts of interest.
Always provide comparisons of suggested products with detailed explanations of why one is being suggested over the other.
Protect and keep all clients’ information confidential and securely stored.
CFF designees must agree to run their practice with the utmost professionalism using proper documentation and procedures set forth by all relevant governing bodies, including the SEC (where applicable) and the DOL. They must also agree to be audited by the CFF organization to ensure that all the above standards are being met at all times.
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