We expect everyone to act with unyielding integrity in everything they do. In short they do what they say. They walk the talk. We do not accept in any circumstances a nod or a wink or turning a blind eye. We know where our moral compass takes us and we follow that route without compromise.


We expect everyone to tell the truth and act honestly in all their dealings with each other and each client. In short we say what we do. Even if we know it will be painful to admit to failings or shortcomings. We always say it as it is.


We treat everyone as equal irrespective of age, gender, race, sexuality or ability. The business is built on a team ethos that recognises the value of the contribution of everyone on the team. The only hierarchy is that of the quality of the idea. The best idea always wins whoever thinks of it.


We treat our colleagues and clients fairly in all our dealings with them. We don’t seek to take unfair advantage nor exploit our position. We want the balance in every relationship to be mutually satisfactory. We want all relationships to be based on mutual benefit and a fair distribution and allocation of the rewards.

Openness and Transparency

We will be open and transparent in all communication both internally and externally with all stakeholders including third parties. As appropriate and fair, we will share good ideas far and wide within the organisation. Withholding and restricting information is a weakness in management – not a strength.


We carry out our business in a humble manner. We don’t need the recognition of our peers and the market. We will let the quality of what we do and the strength of our values speak for us. Nothing and no-one else matters.


We are here to serve our customers to the best of our ability and recognise that if we add value and provide great service we will lay the foundations of a successful business. Much is written about customer service. Little is understood. We understand that great service is the root of our model.


We know that as businesses grow the natural human tendency is to complicate systems and structures which limit productivity and restrict growth. Experience teaches us to “keep it simple”. That means simple products, simple pricing, simple processes and simple organisational structures.


We want our people and our clients to trust us. For our people we want to offer sustainable careers knowing that they work for a company that cares and will put them first. For our clients we want them to know that they can trust the advice and products we offer on an unconditional basis.


The ultimate purpose of the group is to do good. We want to make a positive difference to people’s lives and serve them well. We also want to put back into society what we have taken out and leave a legacy that shows that companies can operate responsibly and on a high moral plain.