Personal Finance Society

The founder of WhyLose.com has been a member of the Personal Finance Society and its predecessor since 1987. The Personal Finance Society is part of the CII Group which was granted its Royal Charter in 1912. The Group is the leading professional body for the global financial services profession with over 100,000 members in 150 countries. John’s current membership status is here.

The Personal Finance Society (PFS) promotes the highest standards of professionalism for technical knowledge, client service and ethical practice across the entire financial advice community for the ultimate benefit of the profession and consumer alike, engendering confidence and trust in our profession.

Their mission is to lead the financial advice community towards higher levels of professionalism. This is exhibited through ethical and behavioural standards, interpersonal and business skills and technical knowledge. The PFS supports their members with achieving this goal through a wide programme of activities, including advocacy, guidance, publications and related tools, training and educational events.

The Personal Finance Society is part of the CII Group. They share the CII mission to encourage confidence on the part of the public and promote higher standards of integrity, technical competence and business capability.

The CII/Personal Finance Society encourages the highest professional and ethical standards in financial services worldwide.

As a member of the Personal Finance Society our founder is expected to meet these standards and maintain the reputation of the CII/PFS by following the Code of Ethics.

The code sets down the principles which all members of the CII/PFS should follow in the course of their professional duties.

As such, Lion Asset Management supports the CII/PFS principles:-

Comply with the Code and all relevant laws and regulations.
Act with the highest ethical standards and integrity.
Act in the best interests of each client.
Provide a high standard of service.
Treat people fairly regardless of age; disability; gender reassignment; pregnancy and maternity; marriage and civil partnership; race; religion and belief; sex; and sexual orientation.

You can also read more about our core principles here.


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The founder of WhyLose.com has been a member of the Personal Finance Society and its predecessor since 1987.

The Personal Finance Society is part of the CII Group which was granted its Royal Charter in 1912. The Group is the leading professional body for the global financial services profession with over 100,000 members in 150 countries.

If you are a Professional Investor, Professional or Eligible Counterparty Client as outlined in our Terms, Conditions and Fee Structure then you may inquire about our managed funds here.

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