A CIMA professional is an advisor at a firm that offers both proprietary and third-party mutual funds.
The firm's proprietary funds generate higher fees for the firm and a larger commission for the advisor.
When advising a client, the CIMA professional identifies a third-party fund that is more suitable for the client's objectives, has a lower expense ratio, and a stronger performance history than a similar proprietary fund.
To comply with the Code of Professional Responsibility, what is the advisor's primary obligation?