We believe the way in which we conduct our business is as important as the solutions we provide. This approach, more than anything else, has enabled us to distinguish ourselves from our competitors.

We conduct our business with a unique culture. As part of this culture:

• We consider integrity, respect and honesty, the three core values that define our approach to business, as non-negotiable.
• We are a performance driven company whose employees display a "can-do attitude" and excellent teamwork.
• Our superior client relationships are a distinct competitive advantage.

Client relationship strategy (CRS)
Our overriding strategy is leadership via client relationships. We recognise that financial intermediaries play a vital part in ensuring client satisfaction, so we consider intermediaries to be our business partners. In this regard we aim to help our partners build a successful investment practice by:

• Providing accurate and relevant information in a desired format
• Facilitating better investment decisions
• Providing practice management assistance
• Being consistent
• Providing one stop hassle free service
• Providing specialist sales support

With golf as a metaphor, we implement our client relationship strategy. We are the caddies who carry the bag and assist financial intermediaries to play their best possible shots.