The word is Fiduciary.
There is a great deal of talk lately about fiduciaries. Financial advisors are being asked to perform to a higher standard, that of a fiduciary. Meaning they are to act in their clients best interests, not their own.
That is a standard I have held since I first started as an insurance consultant in 2000. When confronted with a problem I ask myself, “What is in my client’s best interest?” The answer is almost always pretty clear. I also never ever put myself in a position where there is a conflict of interest between my obligation to clients and my interactions with insurance agents and insurance companies. I don’t even let them buy me lunch.
I’m not sure how to include the idea of fiduciary in my marketing. I guess I just know I am one – at least in the world of financial institution insurance.