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Certified Financial Fiduciaries®

What is a Certified Financial Fiduciary® (CFF)?

CFF is a professional designation for financial professionals, namely, those who have successfully completed a rigorous certification and training process established by the National Association of Certified Financial Fiduciaries (NACFF) and The American Financial Education Alliance (AFEA), and who agree to uphold the highest moral, ethical and fiduciary standards of service when providing advice to potential or existing clients.

Financial professionals who have earned the Certified Financial Fiduciary® (CFF) designation can immediately and clearly demonstrate how they practice a fundamental obligation to always put their clients best interest first. Additionally, CFF designees are bound by the CFF code of conduct which holds them to the highest standards of professionalism in the financial services industry.

The certification mark coupled with the information and processes taught in the course make it easy for a financial professional to quickly demonstrate the added value and security they bring to potential and existing clients.

As a Certified Financial Fiduciary®, one must agree to uphold the highest moral, ethical and fiduciary standards of service when providing advice to potential or existing clients. These standards have been set forth in the following Code of Conduct:


Practice the Duty of Loyalty - a CFF designee will first and foremost agree to always put the clients best interest first
Practice the Duty of Good Faith – fundamental obligation to treat all clients fairly
Practice the Duty of Good Care – fundamental obligation to exercise the skill of an expert and to only advise in those areas where expert skill level has been obtained
Educate First – provide comprehensive and unbiased education to clients ensuring they have a firm grasp of the subject matter prior to making specific suggestions or        advice
Holistic Approach – consider all aspects and factors that affect a plan prior to making suggestions or advice about any part of a client’s financial plan or circumstance
Full Disclosure – always divulge all fees and commissions as well as disclose any conflicts of interest
Comparison – always provide comparisons of suggested products with detailed explanations of why one is being suggested over the other
Confidentiality – protect and keep all client’s information confidential and securely stored
Professional Practice Management – CFF designees must agree to run their practice with the utmost professionalism using proper documentation and procedures set      forth by all relevant governing bodies including the SEC (where applicable) and the DOL. They must also agree to be audited by the CFF organization to ensure that all        the above standards are being met at all times.