Our duty of care

One thing I’ve always been proud of with how we built Secfi is our duty of care to our clients. We have always treated our clients as if we were fiduciaries. The care for our clients’ well-being extends beyond the financial aspect to this day.

When I first joined Secfi, the first thing I realized was that this was going to be different than selling consulting projects to companies, or SaaS to companies. We are dealing with real individuals and their personal financial situations, not their companies.

For that reason, we always have done everything to be as transparent as possible and we tell our team to really dig into whether our products fit what someone is looking for. Many of my calls end up in a position where I tell someone to not do a deal as it just doesn’t make sense for them. That’s perfectly okay despite lost revenue.

As such, we’ve always structured our team and compensation to try to align with that as much as possible. This isn’t an “always be closing” type of company because of the nature of our business.

As we head into 2026 with the market in a very volatile state, it’s a good time to remind everyone of the core values that we built this company on. It may not be the most ideal in the short-term, but we’re building a long-term company.