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?