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Status symbol

Stop a person in the street and ask them what image is conjured up by “certified” or “certificate”.

The chances are that they will tell you that certified brings to mind either a person who is less mentally well than they might be or, in the case of certificate, the piece of paper you might receive having done rather well at swimming.

Now ask them their perception of “chartered”. They will speak of highly qualified, professional people. I am afraid that Nick Cann of the IFP is quite wrong (Money Marketing, last week).

Chartered status for financial advisers will both add real value and avoid confusion. I can, however, perfectly understand why some feel threatened by this positive consumer benefit.

Nick Bamford

Chairman,

Sofa,

London EC2

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