What does the principle of "service" mean in the CPCU Code?

The principle of "service" in the CPCU Code signifies a commitment to prioritize the needs of clients and the public interest. This reflects the ethical obligation that professionals in the insurance industry have to ensure that they are not only meeting the demands of their clients but also acting in a manner that benefits society at large.

This principle emphasizes the importance of understanding and addressing the unique needs of policyholders, providing them with accurate information, guidance, and comprehensive coverage options. By focusing on service, CPCU professionals strive to foster trust, build long-term relationships with clients, and contribute positively to the community.

Promoting sales, enhancing the industry’s reputation, or simply maintaining the status quo do not encapsulate the essence of the service principle. These alternatives focus more on organizational gains or perceptions rather than genuinely serving clients' global needs and safeguarding public interest.