Each of our guiding principles causes us to focus our talents, investments and energies on creating greater opportunity for advisors

1. Operate with integrity at all times
2. Recognize that advisors are our customers
3. Supply our advisors with uncompromising high levels of services
4. Look forward in order to create the next marketing opportunity
5. Position our advisors to seize upon marketing opportunities before competitors
6. Create technology solutions that allow advisors to meet customer needs
7. Support advisors' marketing activities
8. Expand advisors' abilities to develop new business through qualified referred leads
9. Maintain a posture that consumer-oriented products are better for everyone places them in a favorable posture to succeed in the future.