John D. Rogers, president and CEO of the CFA Institute, issued a call to action today to the global investment community at the CFA’s 65th Annual Conference in Chicago. Rogers wants advisors and money managers to take responsibility and restore investor trust.

Rogers outlined three steps the industry must take to achieve this goal, including exercising a bolder voice for professional ethics; focusing on financial activities that enable economic and social progress; and engaging with a wider community to share, teach and engage.

Rogers unveiled the Integrity List: 50 Ways to Restore Trust in the Investment Industry, a collection of tangible steps advisors and planners can take to restore trust in the industry. The list was inspired by more than 1,500 real-world ideas from CFA Institute members around the world.

Rogers also listed the organization’s Asset Manager Code of Professional Conduct and its Research Foundation’s recent guide to Trustee Responsibilities as examples of tools the profession can use to demonstrate integrity.

“The duty to lead the investment business out of this crisis falls first on us, and rests on the shoulders of those with the highest levels of expertise, professional and ethical standards,” Rogers said in an address to CFA Institute membership at McCormick Place.

He added, “The time has come for every one of us to step up, and take personal responsibility for restoring trust. This starts in our places of work, and it extends from there into the community.”

The Integrity List focuses on practical steps to demonstrate ethical behavior, such as:

  • Commit to a gold standard code of ethics
  • Require training on ethical decision-making for yourself and your firm.
  • Place the client’s interests before your own.
  • Name and shame unethical behavior.
  • Recommend products with transparent payoffs, costs, and risks.
  • Help clients focus on risk as much as they do on performance.
  • Disclose your educational achievements and how you improve professional competence.
  • Strive for a conflict-free business model.
  • Advocate for stronger regulations that protect investors.
  • Act with integrity 24/7 – not just at the office.

“Our firms will thrive if we offer services that truly help clients,” Rogers said. “If our companies engage in money games and place owners’ interests before clients, they will not fare well.”