AFPF Brand Pyramid Brand Essence Brand Values Brand Personality Delivering the highest standards in financial planning Brand Essence AFPF accreditation means that firms will always: Put clients first Be completely reliable Maintain the highest standards Brand Values AFPF firms are accredited by a regulatory organisation which is: Rigorous, focused, client-centric and uncompromisingly committed to excellence Brand Personality AFPF firms’ clients will feel: Peace of mind, relief and reassurance; listened to, treated as an individual and understood; on a clear and well-managed path towards a secure future; well-supported by someone who is always by their side; confident and with high aspirations for the future Emotional benefits AFPF firms’ clients will benefit from: A long-term financial plan which will help them define and achieve their aspirations; a structured programme of ongoing reviews and updates; a relationship with a highly-qualified planner who is among the elite of the profession; high ethical standards and no conflicts of interest; all remuneration entirely transparent and agreed Functional benefits