The Fiduciary Store™ What is fiduciary responsibility and why is it important? Fiduciary means to hold a confidence or trust. A financial services industry professional who has a fiduciary responsibility to his or her clients must put a client's needs and interests ahead of his or her own. While stockbrokers and insurance agents are regulated and licensed, they do not have a fiduciary responsibility to their clients. Advisors with a fiduciary responsibility are less likely to push products that earn them a quick buck. With this level of accountability to you, why would you work with a financial planner who is NOT a certified fiduciary? David Treece is an Accredited Investment Fiduciary (AIF®) and is legally bound to follow the Institute for the Fiduciary Standard's Professional Conduct Standards. He follows a fiduciary process that includes a duty of utmost care, a duty of integrity, a duty of honesty and full disclosure, a duty of loyalty, and a duty of good faith. View Professional Conduct Standards Have a question? Name Email Address Phone Question Thank you! Oops!