This book argues that the trust-intensive nature of the financial services industry makes it essential to rebuild trustworthiness in the provision of financial services. The book considers the lack of trust that emerged following deregulation of the financial sector, something which helped to cause the Global Financial Crisis, and it examines what is needed to rebuild trustworthiness. It makes a number of proposals for reforms of governance, and for changes tolegal and regulatory arrangements, so as to make outcomes more trustworthy. These proposals seek to make use of values and norms that would encourage more professional behaviour by those within theindustry. The aim is to ensure that decision-making processes pay greater attention to the needs of the clients which the industry serves.