This chapter illustrates how ethics is integrated into day-to-day client-facing practice models. The chapter defines the core pillars of integrity (i.e., integrity, fairness, accountability, and transparency) and shows how to operationalize integrity into advice, disclosure, and documentation platforms. Using case studies, the discussion describes the difference between Regulation Best Interest (Reg BI) and the Investment Adviser (IA) fiduciary standard. The chapter also explains how duties to the client and duties to the firm interact to enhance autonomy, justice, beneficence, and nonmaleficence. James Rest’s four-component model that includes moral sensitivity, judgment, motivation, and character is presented as a way to emphasize empathy over sympathy in client conversations. Practical guidance related to conflict identification and mitigation, capacity disclosure, consideration of reasonably available alternatives, KYC-grounded client profiling, rollover analyses, and recordkeeping are also presented. The chapter also describes client-centered vulnerabilities that make them vulnerable to unethical behavior, including low numeracy, cognitive decline, and social isolation. The chapter offers safeguards to prevent exploitation while protecting financial advisors. Finally, the chapter surveys professional codes and practice standards as the scaffolding for providing consistent, client-focused conduct.