The Personal Finance Society is the leading professional body for financial planners in the UK, with over 36,000 members. It sets high standards for technical knowledge, ethics, and professional development to encourage trustworthy and professional financial advice. Members must abide by the Society's Code of Ethics, which requires them to act in clients' best interests, avoid conflicts of interest, maintain competence, and operate within legal and regulatory requirements. The Society works with regulators and government to shape the financial advice environment and increase public confidence in the profession.