Hemsley Fraser’s Five Key™ Principles are intended to work in a sequence, which take
the client and the advisor through a logical and comprehensive thinking and decision
making process. The principles all begin with action words – they are intended to be
practical and lead to an informed discussion around options, benefits and mitigation of
risk, leading to a measurable, cost effective and optimal solution. They are based on the
reality of ‘meeting the client where they are’, respecting that clients are often working with
imperfect data and have to make sufficing decisions. In other words, these principles are
not intended as a purist, theoretical nirvana – they have been borne out of the reality of
client work.
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