Western Financial Group
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Guiding Principles

Truthfulness
It is the foundation of our business. We believe that frank, accurate and honest communication is always in everyone's best interest.

Fairness
We are advocates for our customers and shareholders and the trusted representatives for our suppliers. Our credibility rests on our determination to see that everyone gets what they deserve.
 
Value
We believe that nobody owes us a living. Our skills and knowledge must generate meaningful, positive results for all concerned. We will strive to be the best we can be.
 
Loyalty
We place our faith in long-term relationships, through thick and thin. We support our communities.
 
Through our three core businesses of Insurance Brokerage, Life Insurance and Banking, we aim to deliver a comprehensive range of quality financial products and services to our chosen customer groups in Western Canada.
Through our core principles of Truthfulness, Fairness, Value and Loyalty we are building a company with aligned values and direction, into the strongest financial institution in western Canada by 2020.
 
We will build our core business of property and casualty insurance through the consistent application of our unique value proposition – our Best Value Guarantee – which is aligned with our Guiding Principles.