To ensure the fair treatment of customers, advice given to customers must be suitable and?

The principle that advice given to customers must be suitable and take account of their circumstances is rooted in the core regulatory expectation for financial services in the UK. This focus on customer-centric advice ensures that the recommendations made by financial advisors consider the individual needs, financial situations, and preferences of each customer.

By taking into account a customer’s personal circumstances, such as their financial goals, risk tolerance, and current financial status, advisors can tailor their suggestions to better fit what is appropriate for that specific individual. This practice not only aligns with the regulatory expectations set forth by the Financial Conduct Authority (FCA) but also promotes trust and satisfaction among customers, as they feel their unique situations are understood and addressed.

While educational standards, written advice, and the cost of advice are important factors in the overall provision of financial services, they do not capture the essence of personalized and suitable advice to the same extent as considering the customer's circumstances.