Deep desire to care for families
  • A genuine interest in the well being of others
  • Listening to, and truly understanding, our client's needs
  • Passionate about making a difference
  • People centered business where people serve people
Open communication
  • Listen and confirm
  • Intellectual honesty
  • Free to talk to anyone in the company no matter what their position
  • Flat structure
True partnership
  • Everyone is valued and should contribute
  • Robust and respectful discussions
  • Share ideas, experiences and information
Solid investment decisions and returns
  • Optimal risk management through a personal financial road map
  • Globally diversified portfolios that deliver real returns
  • Sustainable lifestyle for the families we serve
Empowering environment, where we are given the freedom to perform
  • Approachable and supportive
  • Mistakes are viewed as learning experiences
  • Encourage and enable personal growth - we expect people to excel
  • Positive self starters with a can-do mindset
Build authentic long term relationships
  • Clients and colleagues feel they are genuinely part of our family
  • We walk a lifetime together where trust is the key
  • Sincerity and consistency
World class systems, reports, processes and procedures
  • Operationally efficient
  • Zero defect
  • Simple and reliable
  • Designed with the client in mind
Acknowledgment and recognition
  • We take personal responsibility for recognition
  • Catching people doing things well
  • Share success stories with others
  • Made to feel worthy in front of fellow employees
  • Celebrate with those who have earned their struggle credentials
Deliver what we promise
  • Protect and preserve client lifestyle
  • Objective advice
  • Simplify complex solutions
  • Authentic human experiences
Aligned with clients' interests
  • Acting in the best interests of the families we serve
  • Build our business and our solutions around our clients’ needs
  • We have honest and robust discussions
A culture and value system that is alive, owned and enforced by peers
  • If you see it, you own it
  • A community that looks out for each other's best interests
  • Leading by example
  • A self-governing ecosystem
Quality net inflows
  • Continually capturing rock pools
  • Financially responsible families joining us every month
  • Referrals from our clients
  • Exceptional client retention
Not number 1, the only one
  • Being a 10% business
  • Create and own the care white space
  • Good is the enemy of great
High levels of trust
  • A culture where people do what they say, and say what they mean
  • Commitments consistently honoured over time
  • Peace of mind
  • Complete confidence
  • Trustworthy Citadelions

Selfish and greedy
  • Me, myself and I
  • Only in it for the money
  • Not willing to give of yourself for the greater good of our community
Wrong people
  • Not taking collective responsibility for hunting Citadelions
  • Not following our rigorous recruitment process
  • Tolerating passengers
  • Not taking decisive action
Poor leadership
  • Losing focus
  • A lack of a clear vision, direction or guidelines
  • Indecisive
  • Not caring for our Citadelions
  • Unapproachable
Dishonest and unethical
  • Lying, cheating and stealing
  • Not being intellectually honest (partial truths and selective disclosure)
  • Not complying with the spirit of the law
  • Not being transparent
Corporatisation
  • Rigid and inflexible
  • Becoming a number
  • Hiding behind compliance and red tape
  • Lengthy decision-making periods
Indiscreet and lack of confidentiality
  • Not protecting clients’ information and privacy
  • Lack of diligence / careless
  • Disrespecting our systems of control
  • Loose tongues
Losing scarce DNA
  • Losing Romans for the wrong reasons
  • Not being in touch with the needs of our extraordinary people
  • Not creating the space for our special people
Negativity
  • Spirit thieves
  • Don't care attitude
  • The glass is half empty
  • People who lack enthusiasm and are pessimistic about everyone and everything
Not being an amazing place to work
  • Unfriendly environment
  • I don’t want to come to work
  • No fun
  • No sense of belonging
  • No special extras
Absence of accountability and responsibility
  • Blaming others
  • I wasn’t part of the team that made the decision
  • Back the house view, change it or leave
  • Not taking pride in your work and having a “can't be bothered” attitude
Disrespect and discrimination
  • Judgemental
  • Not being open to someone else's view from their seat in the stadium
  • Not embracing diversity
  • Favouritism
Lack of proper training and mentoring
  • Not affording Citadelions the opportunity to grow themselves
  • Not taking ownership of personal growth and professional training
  • Waiting for someone else to continuously train you
  • Not sharing best practice, skills and knowledge
Arrogance
  • Not willing to listen to new ideas
  • Thinking we're just the best and never putting in the effort to excel
  • Better than the rest without substance
  • Complacency rots our apple
  • Egotistical
Politics, backstabbing and lies
  • Talking about people and not to people
  • Working your own agenda
  • Stepping on others
  • Carrying favour

In 2007, Citadel embarked on an exciting journey of discovery called "The Citadel Way". The aim of this journey was to decipher and bring to life the company’s distinct DNA.

In partnership with a company called BluePrints, we created our unique genetic code, a simple algebraic fraction that defines what Citadel, stands for as a company. The top-line icons depict values we continue to strive for, whilst the bottom line shows elements we guard against.

The Citadel values depicted in this formula are used throughout the business, to guide strategic decisions, to encourage the special way we interact with the families we serve and as a guiding light to influence the way we live our day-to-day lives.