For a sector like financial services that relies on trust, the fact that it is regularly rated amongst the least trusted (see the Edelman Trust Barometer) should be very concerning to all interested parties. The high esteem in which practitioners of financial services were once held is now, to a large extent, a faint memory – often replaced by the pejorative term “Bankster” (phonetically similar to the word “gangster”). Of course, this does a great disservice to the many men and women who are dedicated to achieving the financial goals and objectives of their clients. But this fact cannot avoid the reality that a reputational crisis has engulfed the sector since the 2008/09 global financial crisis. To rectify the situation, every organisation, board member, employee and associate should make best effort to restore the public’s trust.