Certfified Financial Fiduciary is a professional designation for financial professionals, namely those w ho have successfully completed a rigorous certfication and training process established by NACFF and AFEA (The American Financial Education Alliance), and who agree to uphold the highest moral, ethical and fiduciary standards of service when providing investment advice to potential and existing clients.

Federal pension and tax law protects investors by imposing fundamental standards on their investment advisors. Individuals and firms that are held to these standards are called "fiduciaries". The department of labor states that fiduciaries are required to act impartially and provide advice that is in their client's best interest. Additionally, fiduciaries are not permitted to receive payments creating conflicts of interest unless they comply with certain conditions of exemption that minimize the effects of a conflict. Choose a Certified Financial Fiduciary as your advisor is important because, under the DOL's regulatory package, the NACFF Code of Conduct, and the strict guidelines of the NACFF, they are required to give you advice that is in your best interest, not their own.