build the most cost competitive non-advisory broking service in Australia;
satisfy the needs of the most sophisticated equities traders;
offer extremely good value to clients for all products delivered;
maintain a culture of totally professional client service at all levels of the organisation;
behave at all times like an industry leader;
offer a degree of technological expertise and support indicative of a major industry
player;
focus on offering straightforward investment products, rather than those involving
higher risks which may not be readily apparent to the private client.