-The Mission is to promote ongoing reform of the financial sector, so that it serves society better -The Vision is to build a highly respected, international and influential institution that helps to ensure consumers are treated fairly by the financial sector. The primary beneficiaries of the organisation’s work will be consumers; but the sector itself will also benefit through improved market conduct and increased trust in the services it provides. -The Objective is to carry out a broad range of activities that help to drive positive, progressive and purposeful finance reform, such as: 1. Building a collaborative, campaigning community 2. Raising awareness of issues; so that society better understands the problems that exist in the financial sector and how they can be dealt with 3. Engaging with people who can make change happen; because through such dialogue we can influence thinking, policy making and market conduct