Consumer Duty

Consumer Duty is one of the key principles set by the Financial Conduct Authority to ensure our business has at its heart your best interests and that we act in an honourable, transparent way that is always easy for you to understand enabling you to be able to decide if our products are suitable for your requirements.

We will provide helpful and honest responses to your questions or concerns in a timely fashion. As a part of this, Smilebikes Ltd follows the relevant aspects of the Financial Conduct Authority’s four outcomes regarding Consumer Duty.


  • Consumer understanding – consumers are equipped to make good decisions. Information is made available at the right time and is understandable.
  • Price and value – products and services should be sold at a price that reflects their value. There should be no excessively high fees.
  • Product and services – the firm’s products and services should be fit for purpose. The terms match the target customer needs and products and services work as expected.
  • Consumer support – customer service should be responsive and helpful. It should be as easy to complain about or switch and cancel products or services as it was to buy them.