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Consumer Duty hub

Here to support you through the regulation wilderness, with focus on the four key outcomes the FCA expect firms to achieve.

"Our Consumer Duty hub contains a range of resources to help you understand the new rules, what they mean for your business, and what your next steps should be. We’ll continually add supporting resources to this page, so please keep checking back to see what’s new."

Mark Rendle - Head of Marketing

What is the Consumer Duty?

The FCA wants to make sure consumers are properly protected by every producer and distributor of financial services or products. That includes advisers like you, and companies like AJ Bell. To make sure we all know what’s expected of us, they’ve introduced the Consumer Duty.

These new rules aim to achieve good customer outcomes in the four key areas of ‘price and value’, ‘consumer understanding’, ‘products and services’, and ‘consumer support’.

How does this impact advisers?

By providing customers with good value for money, clear information when they need it, well-designed products or services and plenty of support after they’ve bought them, the Consumer Duty should mean a big improvement in consumer protection.

It also means you’ll need to review your entire customer journey, looking at everything from marketing materials and pricing, to staff training, governance and accountability. Fortunately, the Consumer Duty hub is here to help you out.

Products and services

The oversight and governance summaries in this section include details on our products’ target markets, key features and risks. You can use the summaries to support your compliance with the new Consumer Duty regulations.


Price and value

Firms need to demonstrate their approach to charging strikes a fair balance between the overall price customers will pay over their lifetime for a product or service, and the benefits they’re likely to receive.

When assessing the value of a service, the FCA suggests firms consider what it costs them to provide it, and the market rates for comparable services. To help you meet the regulator’s imminent deadlines, we’ve gathered the following practical guidance and support material.


Consumer understanding

We are working with Dr Richard Whittle to explain how behavioural economics and related approaches can help you achieve more positive outcomes for your clients.


Consumer support

Adviser firms have to tailor their approach according to the needs of different customer groups – including those who may be classed as ‘vulnerable’. Firms should also consider how they manage and monitor complaints, and carry out root cause analysis.


Consumer Duty toolkit

These resources will help you demonstrate that your firm puts clients at the heart of your business, and offers products and services that are both fit-for-purpose and fair value.

NextWealth report

Implications for the retail wealth management supply chain

FCA policy statement

FCA’s policy statement

FCA Consumer Duty page

FCA’s Consumer Duty page

FCA guidance

FCA’s finalised guidance

FCA webinars

FCA's webinars

FCA podcast

FCA’s podcast

In the press

Browse the latest AJ Bell Investcentre press comments.


Females using tablet device

How the FCA’s default investment options will affect advisers and providers

Adviser using a laptop in café

Rules and regulations falling short on consumer understanding


Consumer Duty – a deep dive into consumer understanding

Here to help

Members of our Business Development Team are available to talk through any questions you have. Find your local contact below.

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    Andy Witter

    Andy Witter

    North West
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    Billy Singh

    Billy Singh

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    Greg Morton

    Greg Morton

    South West
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    Kenny Boyd

    Kenny Boyd

    Northumberland - North
    Scotland and Northern Ireland
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    Matt Jonas

    Matthew Jonas

    North East
    Northumberland - South
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    Michael Teetsun

    Michael Teetsun

    South of the River Thames
    South East - South

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