When it comes to choosing a financial advisor, an important—but often misunderstood—term is “fiduciary.” At 44 North Capital, we believe you deserve to understand what this means and why it matters when trusting someone to guide your financial future.
What Is a Fiduciary?
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.
- How Is a Fiduciary Different from a Non-Fiduciary?
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:
- A fiduciary might recommend a low-cost index fund that meets your investment goals.
- A non-fiduciary could legally suggest a higher-cost fund that also meets your goals—but pays them a higher commission.
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.
What Sets CFP® Professionals Apart: A Stronger Fiduciary Commitment
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.
The CFP® Fiduciary Standard: Going Above and Beyond
- 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.
Why This Matters for You
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.
44 North Capital: Fiduciaries First. Always.
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.