Trust isn’t typically a word people associate with financial services. In a field where honesty is hard to come by, we at Premier want to set a higher benchmark for client service and ethical conduct. That’s why we’ve made integrity and transparency the cornerstone of our practice.
Below we discuss how we put these values into practice every day and foster a culture of integrity within our firm and with clients.
Redefining Integrity in Finance
Put simply: Integrity means everything to us. We believe that it’s an all-or-nothing game; you can’t turn integrity off and on at the flip of a switch. It’s a 100% commitment that permeates every aspect of our work.
And transparency is a critical part of integrity. While regulatory bodies like the SEC require certain disclosures about conflicts of interest and fees, we take it several steps further — providing full disclosure of all fees and costs associated with our services. We don’t hide behind complex jargon; we break down every cost in clear, understandable terms. Clients come to us with varying levels of knowledge and experience and shouldn’t be left to decipher it on their own.
We also believe in being transparent about market risks and potential outcomes. We have frank conversations with our clients about the realities of investing: Markets can be volatile and changes in value are a normal part of the investment cycle.
Perhaps most importantly, we’re committed to having honest — and sometimes difficult — conversations with our clients about their financial readiness. This might mean telling a client that they’re not in a position to retire or advising against lavish spending that could jeopardize long-term financial security. While these conversations can be uncomfortable, they’re essential to fulfilling our duty to our clients.
Finally, we’re transparent about our mistakes, which are not frequent but can happen. If we make an error that costs a client money, we don’t hide it. Instead, we openly admit the mistake, explain what happened, and make the client whole financially. This level of honesty and accountability is rare in our industry, but we believe it’s the only way to truly serve clients’ best interests. We also maintain professional errors and omission (E&O) insurance to further protect clients and our firm.
Integrity from Within
Our commitment to integrity begins with our hiring practices. To ensure we bring on individuals who share our values, we promote from within or hire experienced advisors who are committed to the fiduciary standard and understand the importance of putting client interests first.
Once on board, new hires undergo rigorous training that emphasizes the importance of integrity in our work. Ethics and core values are introduced right from the start. We hold regular team meetings and one-on-one mentorship sessions where integrity is a recurring theme, ensuring it remains top of mind for every employee.
This extends to our compensation model as well. Unlike the “eat what you kill” models common in some brokerages, which can incentivize advisors to prioritize selling products over client needs, our model includes a base salary with performance-based bonuses. This structure allows our team to focus on what’s truly best for the client, even if that means turning down business that isn’t a good fit.
In difficult market conditions, we stand by our long-term strategies, having honest conversations with clients about the importance of staying the course rather than making fear-based decisions. We’ve seen firsthand how this approach builds trust and results in better long-term outcomes for our clients.
Mutual Trust for Effective Financial Planning
While we pledge to provide transparent, integrity-driven service, we also recognize that our clients play an important role in this equation.
Just as we’re honest with our clients, we ask for honesty in return. This means being forthright about financial situations, spending habits, life changes, and long-term goals. As advisor Jeremy Sorci, CFP®, AFIM™, puts it, “If you tell me everything, this is going to work a lot better for you. Everything that you hold back is going to be a potential pitfall in the future.”
We know that discussing finances can be uncomfortable. Some clients worry about judgment, while others fear that sharing information might somehow expose them to risk. We address these concerns right from the beginning, assuring clients of our adherence to confidentiality and explaining how complete information allows us to provide the best possible advice. Just as you trust a doctor with your health or a lawyer with legal matters, trusting a financial advisor means acknowledging that you can’t be an expert in everything. Taking a “delegator” mindset allows for more productive conversations and better outcomes.
Ultimately, we view our relationships with clients as a true partnership. We bring our expertise and dedication to their financial well-being. In return, we ask for their trust, honesty, and willingness to engage in open dialogue. This two-way street of integrity creates a solid foundation for achieving financial goals and lasting peace of mind.
Building a Legacy of Trust
By upholding integrity within our firm and encouraging the same from our clients, we’re able to provide more than just financial advice. We’re able to be true partners in their financial journey.
This loyalty sets us apart in an industry often viewed with skepticism. When clients know that we’re always acting in their best interests, they can approach their financial future with confidence and peace of mind. Integrity isn’t just how we do business — it’s who we are.