The exclusive Network for the professional mortgage and protection adviser 
At AFP we passionately believe in Treating Our Customers Fairly, and here we hope to set out our Cultural Strategy and the commitment we make to deliver the required outcomes. 
We will not target vulnerable customers or groups of customers, nor seek to abuse our position of trust with the public 
We will ensure that our Appointed Representatives make genuine efforts to truly meet the customers’ needs and aspirations 
We will ensure that the products we recommend to customers will be selected from those companies that are able to deliver the best value and service in the marketplace. 
We will continually monitor our Appointed Representatives’ performance and skills, and identify and deliver training where needed 
We will ensure that our Appointed Representatives’ fee charging policy is fair and accurately reflects the effort expended and value added on behalf of customers. 
We will encourage our Appointed Representatives to develop long term relationships with customers, with the aim of delivering long term value to the relationship 
We will maintain a stable, professional, properly motivated and highly competent sales force through our Appointed Representatives to deliver these aims 
We will deal with any complaints promptly, fairly and consistently. 
We will ensure that customers are provided with all the information they need to make informed decisions, in a format that can easily be understood 
We will ensure that our customers are made aware of the disadvantages as well as the advantages of a course of action 
We will do our utmost to ensure that customers do not unwittingly expose themselves to unwanted risks 
We will ensure that all our promotional material is not misleading and that it informs potential customers of all the facts they need 
We and our Appointed Representatives will hold personal information on our customers in the strictest confidence and manage potential conflicts of interest in an appropriate manner 
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