A fiduciary is someone who is legally and ethically obligated to act in your best interest. In the financial world, this represents the highest standard of care. A fiduciary must prioritize your needs above their own, avoid conflicts of interest whenever possible, and fully disclose any conflicts that arise.
In practice, that means a fiduciary advisor won't recommend a product or strategy just because it earns them a commission. Instead, they're committed to recommending what's right for you — even if it means they earn less.
Not all financial advisors are fiduciaries. Some operate under what's known as the suitability standard — which only requires them to recommend options that are "suitable" for your situation, even if those options aren't the most cost-effective or in your best long-term interest.
Here's a simple example:
The difference is subtle, but significant. Working with a fiduciary helps ensure your financial recommendations are guided by your best interests — not by someone else's incentives.
While some advisors are only fiduciaries under specific circumstances — such as when managing certain investment accounts — Certified Financial Planner™ (CFP®) professionals commit to a broader, more consistent fiduciary standard that applies to all financial advice.
Applies to All Areas of Advice
CFP® professionals must act in your best interest across all areas of financial planning — including investments, retirement, estate planning, insurance, and tax strategies — not just investment management.
Conflict Management and Transparency
CFP® professionals are required to avoid conflicts of interest whenever possible. If a conflict is unavoidable, they must fully disclose it and continue to act in your best interest. Many non-fiduciaries are not held to this level of transparency.
Ongoing Duty of Loyalty and Care
CFP® professionals must uphold a duty of loyalty (putting your interests first) and a duty of care (providing skilled, diligent advice) at all times — not just when it's convenient or required by law.
Accountability to a Higher Standard
The CFP Board strictly enforces its Code of Ethics and Standards of Conduct. Violations can lead to public disciplinary action, including suspension or loss of certification — providing you with greater confidence in the integrity of your advisor.
Choosing a CFP® professional means working with someone who voluntarily accepts a higher level of responsibility and accountability. It's more than a credential — it's a commitment to ethical, transparent, and client-first advice across every aspect of your financial life.
At 44 North Capital, both Jonathan Landry and Lexie Forest are CFP® professionals who proudly uphold this standard. Their approach reflects a deep dedication to building trust, delivering value, and always doing what's right for their clients.
At 44 North Capital, fiduciary duty isn't just a requirement — it's the foundation of everything we do. Jonathan Landry and Lexie Forest are committed to providing personalized, transparent, and client-centered financial planning — without exception.
Whether you're preparing for retirement, managing complex investments, or navigating major life changes, you can trust that our advice is always guided by your goals — not by commissions or sales incentives.
Our promise to you: we put your interests first and provide clear, honest guidance — because that's what true fiduciaries do.
