Conduct risk is changing the global regulatory landscape. The aim is to drive fi nancial services fi rms to revisit their approach to enterprise risk management; to move from a profi t driven business model to a strategy that places customer centricity at its heart to rebuild trust in the market. Conduct risk, and placing the customer’s best interest at the heart of everything you do, requires a shift in mind-set. Our clients often ask where do we start, how do we embed conduct risk, what sort of framework should be established? This document seeks to respond to common issues our clients are facing.