Lyfeguard Joins Forces with the Consumer Duty Alliance

25th June 2024

Lyfeguard is proud to announce its official affiliate membership with the Consumer Duty Alliance, reinforcing its commitment to raising the bar for customer-centric service in financial services.

The Consumer Duty Alliance is a sector-wide initiative formed in response to the Financial Conduct Authority’s (FCA) Consumer Duty regulations. These regulations require firms to deliver good outcomes for retail customers by acting with integrity, providing clear communications, and offering products and services that meet genuine needs. The Alliance unites organisations from across the financial ecosystem to share best practices, collaborate on guidance, and lead progress in embedding the Duty across the sector.

Lyfeguard’s decision to join the Alliance reflects its core mission: to empower individuals and families with secure, structured control over their most important life information. As a platform dedicated to clarity, transparency, and meaningful support, Lyfeguard views Consumer Duty not as a compliance obligation but as a natural extension of its values.

Through its involvement in the Alliance, Lyfeguard will contribute to industry-wide dialogue and development, ensuring its platform continues to evolve in line with the highest standards of customer care. Customers can expect enhanced clarity, improved service experiences, and even greater support in making informed financial and life decisions.

This membership also marks a step forward in Lyfeguard’s broader vision to shape a more responsible, transparent, and inclusive financial landscape. By participating in the Consumer Duty Alliance, the company joins a collective movement dedicated to putting customers first—now and into the future.