Enduring relationships are built on trust — not a slogan, logo, or business card. As The Principled Advisor™, trust is earned through core principles.
I believe trust must be both deserved through character, and earned through competence. That’s why my principles are grounded in two dimensions: how I behave, and how I advise.
I. Advisory Principles
Conduct and ethics that build trust.
These principles guide how I interact with clients and uphold my responsibilities:
- Integrity – Do what’s right, even when it’s not easy or convenient.
- Fairness – Avoid conflicts of interest, treat every client with respect, and prioritize their best interests.
- Accountability – Take full ownership of my advice, and the outcomes that follow.
- Discretion – Confidentiality is embedded. I protect my clients’ privacy as if it were our own.
These are the foundations of deserved trust — the trust earned through ethical behavior and personal integrity.
Trust is like the air we breathe. When it’s present, nobody really notices. But when it’s absent, everybody notices. -Warren Buffett
II. Investment Principles
Trusted advice, backed by substance.
My approach to investment is guided by clarity, discipline, and evidence:
- Evidence-Based – Rely on research, not speculation. Every recommendation has a reason.
- Clarity – Explain the complex without jargon. Even nuanced topics are broken into clear, understandable insights.
- Discipline – Stay focused amid market noise, grounded in long-term thinking — not short-term speculation.
- Professional Development – Finance evolves — and so do I. By actively engaging with respected voices in the field, I ensure clients benefit from the latest thinking, tools, and insights.
These are the foundations of earned trust — the trust that comes from professionalism, insight, and rigour.