Client Preference Ready Badge - Adviser’s page
A firm-level standard for evidencing good client understanding
The Client Preference Ready badge recognises advice firms that have embedded a structured, consistent and neutral approach to understanding and recording client investment preferences and objectives as part of their advice process.
It is process-based, not outcome-based, and awarded at firm level.
If you already run a robust, neutral advice process, this badge simply formalises your good practice - it does not introduce a new investment approach or ideology.
Why this matters
Choosing a financial adviser is a high-stakes decision. Consumers rely on trusted signals to reduce uncertainty at the point of choice.
At the same time, clients increasingly expect advisers to ask about what matters to them - including their preferences toward how their money is invested - but have little visibility into which firms do this well or consistently (consumer expectations referenced are reflected in the FCA’s Financial Lives Survey).
The badge is voluntary and goes beyond regulatory minimums in how clearly this good practice is evidenced and explained. For consumers, it offers reassurance. For firms, it signals seriousness.
What the badge shows
A firm holding the badge has evidenced that it:
- asks all investment advice clients about their preferences
- does so in a neutral, informed way
- records preferences consistently
- considers them within suitability
- applies this approach across the firm
There is no requirement for a particular investment outcome.
The badge does not assess:
- fund selection or performance
- ESG or sustainability credentials
- ethical positioning or investment philosophy
Assessment is proportionate
- Structured self-assessment (with light-touch verification and spot checks)
- Verified assessment (for larger firms or added assurance)
- Network-assured assessment (for networks and large groups)
This is not an audit and does not require full client files.
The assessment is designed to be proportionate and collaborative if appropriate. Where gaps are identified, firms are given the opportunity to address them - the process is not an audit and is not designed to catch firms out.
Criteria
Firms must meet four mandatory criteria:
- Embedded preference questions
- Adviser familiarity
- Firm-wide consistency
- Suitability integration
Firms applying for the badge are not required to use any specific templates. However, advisers who log in to the Accord Initiative can access a free-to-use toolkit designed to support neutral, structured client preference conversations, should this be helpful.
•Full assessment criteria and methodology (including FAQs) are available - please click here.
•Use of the Client Preference Ready Badge is subject to terms and conditions - please click here.
There is no cost to advice firms to apply for or use the Client Preference Ready badge. The standard is industry-supported to ensure it remains independent, proportionate and accessible across the sector.
💻 Apply for the Client Preference Ready Badge
- Please click here to start your structured self-assessment online submission.
- View the Assessment Checklist - please click here.
📥 Contact cpr@inaccord.co.uk to ask a question or to discuss which assessment option (self-assessment, verified assessment, or network-assured option) is best for you.
•Please click here to see how this badge is explained to consumers.
Need more info? Please don’t hesitate to get in touch with us if you have any questions: ✉️elly@inaccord.co.uk or ✉️lee@inaccord.co.uk.