All Advisors who are listed in the Myfinancialadvice, Inc. (MFA) Website agree to follow the standards set forth below in providing services to online consumers using the MFA service platform.

Standard 1 - Integrity  Advisors shall offer and provide professional services to Consumers with integrity.

MFA Advisors may be placed by Consumers in positions of trust and confidence. The ultimate source of such public trust is the Advisor's personal integrity. In deciding what is right and just, an MFA Advisor should rely on this high standard of integrity as the appropriate touchstone. Accountable integrity demands honesty and candor, which must not be subordinated to personal gain and advantage. Integrity cannot co-exist with deceit or subordination of one's foundational principles. Integrity requires an Advisor to observe not only the letter but also the spirit of the MFA Advisor Ethical Code.

Standard 2 - Objectivity  An MFA Advisor shall be objective in providing services to Consumers. Intellectual honesty and impartiality is an essential quality for any professional. Regardless of the particular service rendered or the capacity in which an Advisor functions, an Advisor should protect the integrity of his or her work, maintain objectivity, and avoid subordinating his or her judgment thereby jeopardizing this standard of objectivity.

Standard 3 - Competence  An MFA Advisor shall provide services to Consumers competently. Financial advice is complex and exists in a changing milieu. The MFA Advisor will maintain the necessary knowledge and skill to ensure continuous competence in those areas in which the Advisor is engaged.

One is competent only if he or she has attained and then continues to maintain an adequate level of knowledge and skill, and then applies that knowledge effectively in providing services to Consumers. The wisdom to recognize the limitations of that knowledge and when consultation or Consumer referral is appropriate is a necessary adjunct to competent advice.

Standard 4 - Fairness  An MFA Advisor shall perform professional services in a manner that is fair and reasonable to online Consumers and shall disclose conflict(s) of interest(s) in providing such services.

Fairness requires impartiality, intellectual honesty, and disclosure of conflict(s) of interest(s). It includes a subordination of one's own feelings, prejudices, and desires so as to achieve a proper balance of conflicting interests. Fairness is treating others in a manner that you would want to be treated. It is an essential trait of any professional.

Standard 5 - Confidentiality  An MFA Advisor shall not disclose any confidential Consumer information without the specific written consent of the Consumer, except in compliance with the Advisor's written privacy policies and procedures after notice of those procedures has been given to the Consumer. Information may be disclosed to respond to any order of any court or other regulatory authority, to comply with the request of a regulator or to respond to any complaint against the Advisor raised by the Consumer or by a third party on behalf of the Consumer.

A Consumer, by seeking the services of an MFA Advisor, may seek a relationship of personal trust and confidence with the Advisor. This type of relationship can only be built upon the understanding that information supplied to the Advisor will be confidential to the full extent required by law and by applicable regulations. The MFA Advisor shall take all reasonable steps to safeguard that confidentiality.

Standard 6 - Professionalism  An MFA Advisor's conduct in all matters shall be responsible and professional.

Because of the importance of the professional services rendered by MFA Advisors, there are attendant responsibilities to behave with dignity and courtesy to all those who use those services, as well as to fellow professionals. MFA Advisors have an obligation to cooperate with fellow MFA Advisors to enhance and maintain the professional image of this community and to work jointly with other MFA Advisors to improve the quality of online services. This vision can be realized only with a shared standard of professionalism.

Standard 7 - Diligence  An MFA Advisor shall act diligently in providing professional services.

Diligence is the provision of services in a reasonably prompt and thorough manner. Diligence includes proper planning for and attention to the monitoring of rendered professional services.