Cumberland’s business was built on a set of business principles and core beliefs, which serve as our foundation.

1. Our clients’ interests always come first.
   Our experience shows us that our clients are the lifeblood of our firm. Their interests always come first.
2. Significant employee stock ownership aligns the interests of our shareholders and our clients for the long term.
   Cumberland is an independent, private firm owned by a group of like-minded business partners.
3. Investing alongside our clients is the foundation of our commitment to our business and clients.
   We have strong conviction in our investment philosophy and expertise, which we act on without conflicts.
4. We employ a conservative and disciplined approach to investing.
   Our clients are families and their trusts, foundations and endowments, who share the twin objectives of targeted, absolute returns on investment and preservation of their capital. Our clients entrust us with the management of their portfolios. As such, we are conservative and disciplined in our approach to investing and engage in active risk management to protect their capital.
5. We believe in open communication with our clients and full transparency in our reporting.
6. Our most significant asset is our people.
   We have a broad team of experienced investment professionals and partners who are highly motivated and passionate about our business. We strive to maintain an entrepreneurial, collaborative and creative culture that allows us to attract and retain the best people. We recognize that without the best people, we cannot exceed our clients’ expectations and fulfill our vision to be Canada’s most influential wealth management firm.
7. Integrity is at the heart of our business.
   We worked hard to establish our firm’s reputation in the marketplace, and our clients’ trust. We conduct ourselves with integrity and won’t compromise our fiduciary responsibilities at any cost.
8. We are committed to maintaining the professional quality of our work.
   We have an uncompromising commitment to excellence in everything we do.
9. We respect our clients and treat each of their situations with full confidentiality.
   Our clients are diverse, yet we are like-minded with them.
10. We will be innovative and shape our future.
    Our business principles are well established yet we are committed to embracing change and progress. This is the only way we can and will succeed.