We must be responsible to users of our services.
To cater for their financial needs and assist them to attain the goal of such, we must be unbiased and honest, and disclose all the facts that we know to them, to ensure the provision of correct and non-misleading information to them at all times.
We must be diligent and committed, and take all reasonable steps to promptly execute the instructions of user.
We must be objective and neutral, to assist them in making sound comparison between different products.
We must put their interests to the fore and advise how to choose the best.
We must continually enhance our expertise to keep the highest service quality.
We must treat the information given by users with respect and as confidential.
We must assist them to attain reasonable return and protection.

We must be responsible to our colleagues.
We must uphold the personal dignity of each colleague and work together with courtesy.
We must explore and appreciate the talent of ourselves and our colleagues to maximize our strength and compliment our short fall.
When facing difficulty or at low times, we must encourage each other to live the team spirit and mutualism.
We must voice our complaint and opinion to the Management to help the company develop in a healthier and more systematical way.
As a part of the Management we should build a comfortable work environment and maintain an equal and standardized development and promotion system, meanwhile we should possess the mindset of learning from mistakes to help improve the company, so that each colleague will have a sense of security.

We must be responsible to the society.
We must fulfill our duties as a citizen, and give our support to meaningful and charitable activities.
We should encourage the culture of helping the others, protect nature and treasure natural resources.
We should educate the people around us the importance of financial planning.

By complying with the above principles, we should be able to gain reasonable reward and profit.