Consumer Duty

Last updated: 17 October 2026

The Financial Conduct Authority's Consumer Duty (PRIN 2A) requires regulated firms to deliver good outcomes for retail customers. My Asset Safe is a record keeping service and is not an FCA authorised firm, but we use the four Consumer Duty outcomes as a guide, so that we are ready to work with the regulated firms we partner with.

This page describes only what is in place today. Where something is still planned, we say so.

Products and services

Products should be designed to meet the needs of the people they are meant for, and reach the right people.

In place today

Who it is for: UK adults aged 18 or over who want an organised, encrypted record of their finances for the people they choose. My Asset Safe is not a will, and it does not give financial, legal or tax advice. Our Terms say this plainly at the top.
A careful start: The service is currently a Friends and Family pilot, and sign-up is open only to people on our pilot list, so we can learn from a small group of people before opening more widely.

Planned, not yet in place

A written description of the people the product is designed for, reviewed each year.
A documented review, before release, of new features that affect sign-in, Nominated Access or what happens after a death.

Price and value

The price customers pay should be reasonable for the benefits they get.

In place today

One simple plan: There is one plan, with no tiers and no fees based on the value of what you record. The price is set out in our Terms, and you see it before you pay anything.
Nothing to pay during the pilot: Friends and Family pilot accounts are not charged while the pilot runs. Being named for Nominated Access is always free for the nominee.
Cancelling: Once paid subscriptions begin, you can cancel at any time through the billing portal in your account, and you keep access until the end of the period you have paid for.
Your data when you leave: Our Privacy Policy and Terms commit us to permanently deleting your vault data 90 days after you cancel. You can also delete your account and all of your vault data yourself, at any time, from Settings.

Planned, not yet in place

A yearly fair value assessment, once paid subscriptions begin.

Consumer understanding

Communications should help customers understand the product and make good decisions.

In place today

Plain English: We write for people, not lawyers, and we avoid jargon in the app. Our Help and Guides explain each part of the service in plain English, from getting started to nominating people, being a nominee, and letting us know someone has passed away.
Clear warnings before risky choices: For example, if you choose to turn off two-factor authentication, we explain what that means for your vault and ask you to confirm before anything changes.
A safety net for mistakes: Records you delete are kept in Recently Deleted for 30 days, so you can restore them if you change your mind.

Planned, not yet in place

Testing key journeys (setting up a vault, Nominated Access, and reporting a death) with people from outside the company, and keeping a record of what we change as a result.
Regular reminders to review your vault and your nominees.

Consumer support

Support should meet the needs of customers, including people in vulnerable circumstances.

In place today

Support from a real person: You can raise a query from Support in your account. You get a reference number straight away, our team is notified, and our replies reach you in the app and by email. You can also write to support@myassetsafe.com.
Accessibility: If any part of the service is hard to use, or you need information in a different format, our Accessibility Statement explains how to tell us.
Bereavement: A nominee reports a death by signing in to Nominated Access. Anyone who was not named can email hello@myassetsafe.com.
Verification on unlock: Every request to unlock a vault is checked first: every nominee whose identity the account holder has verified must individually confirm it, and the account holder is notified and given a window to object before any access is granted.
Protecting your account: We ask you to set up two-factor authentication, using an authenticator app or a text message code, when you create your account, and we strongly recommend keeping it on.

Planned, not yet in place

A formal way to record, with your agreement, that you would like extra support (for example because of illness, bereavement or a disability), so everyone who helps you knows.
A formal complaints process with published response times.

Keeping this page accurate

We update this page when something moves from planned to in place, and we check each statement against how the service actually works before we publish it. If you think anything here is wrong, please tell us at support@myassetsafe.com. For how we handle your personal data, see our Privacy Policy.