Consumers are equipped to make good decisions. Information is made available at the right time and is understandable.

Products and services should be sold at a price that reflects their value. There should be no excessively high fees.

The firm’s products and services should be fit for purpose. The terms match the target consumer needs and products and services work as expected.

Customer service should be responsive and helpful. It should be as easy to complain about or switch and cancel products or services as it was to buy them.