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 Asset Finance Direct meets that bar — and where we go further.

Products & services

We explain the product scope, key risks and customer circumstances that should be considered before you decide whether to proceed.

Price & value

We explain the material terms and our commission disclosure so you can assess the value of any offer with the right information.

Consumer understanding

We aim to use clear language, highlight material terms and give you the opportunity to ask questions before you make a decision.

Consumer support

AFS Compliance handles complaints as principal under its applicable complaints process. The approved procedure is available via the Complaints – AFS link.

Principal oversight

AFS Compliance is responsible for its Consumer Duty governance, measurement and reporting. If you have a concern about the service, use the AFS complaints process.

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, Asset Finance Direct still applies the same standards of fairness, transparency and value as a matter of policy.

How do you measure good outcomes?

AFS Compliance is responsible for its Consumer Duty governance, measurement and reporting. Asset Finance Direct can explain the information relevant to an enquiry and direct concerns through the published complaints route.

What if I think I haven't received a good outcome?

Raise it through the AFS complaints procedure. AFS Compliance will investigate complaints under the applicable principal process; escalation rights and timescales are explained in that procedure.