Acting in your best interest — by design.
The Financial Conduct Authority's Consumer Duty raises the bar for how regulated firms treat retail customers. Here's how AssetFi meets that bar — and where we go further.
Products & services
Every finance structure we recommend is designed for the customer it's intended for. We will not place a deal with a lender whose product, term or rate isn't a genuine fit — even if it pays us more.
Price & value
We benchmark every offer against at least three lenders on the same risk profile. Where commission could move the rate, we disclose the impact in writing and let you choose.
Consumer understanding
Plain-English summaries, total-cost figures, and a no-obligation talk-through of every offer before you sign. No buried fees, no jargon.
Consumer support
Same-day response Mon–Fri, named account contact for live deals, and a clearly published complaints procedure with FOS escalation rights.
2025 first-half outcomes — at a glance.
94%
Decisions inside 24 hours
98.2%
Customers reporting good outcome
0.4%
Formal complaints (per 1,000 deals)
0
FOS upheld against us
Consumer Duty, explained.
What is Consumer Duty?
Consumer Duty is the FCA's higher standard of care for retail customers (introduced 31 July 2023, extended to closed products 31 July 2024). It requires firms to act to deliver good outcomes across products & services, price & value, consumer understanding and consumer support.
Does Consumer Duty apply to business asset finance?
Consumer Duty applies to retail customers, including sole traders, micro-enterprises and small partnerships meeting the FCA's definition. Where a borrower falls outside scope, AssetFi still applies the same standards of fairness, transparency and value as a matter of policy.
How do you measure good outcomes?
We track: time-to-decision, completion rate, post-completion satisfaction, complaint volume and root cause, and commission-to-rate impact. Outcomes are reviewed quarterly and reported annually.
What if I think I haven't received a good outcome?
Raise it via our complaints procedure. We aim to resolve within 8 weeks, and you have the right to escalate to the Financial Ombudsman Service free of charge.