Sheeba is a financial planner and meeting with Ivana, a new client.

Sheeba is demonstrating diligence. Diligence requires a planner to make reasonable inquiries, investigate relevant facts, compare available options, and ensure recommendations are supported by competent analysis. She tells Ivana that products and services will be closely investigated before they are recommended, which is exactly the conduct expected before implementation. Objectivity concerns unbiased judgment and avoiding undue influence; it may also be relevant, but the scenario specifically emphasizes investigation. Integrity relates to honesty and moral soundness, while professionalism describes broader conduct and respect for standards. AFP professional responsibility expects planners to avoid superficial product selection and to base recommendations on the client's goals, constraints, risk profile, and the characteristics of the available solutions. Sheeba's statement shows that she will exercise care before recommending products. Study Guide focus: professional responsibility, diligence, suitability review, product analysis, and client-first planning. In a compliance review, the file should show what research was performed and why the recommended solution was selected.

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