This Practice Note considers the implications of the Financial Conduct Authority (FCA)’s Consumer Duty (Duty) for FCA authorised asset managers (managers of alternative investment funds (AIFs) and undertakings for collective investment in transferable securities (UCITS) and investment managers). In particular, it considers the main elements of the Duty, including its application and scope, the Consumer Duty principle, the cross–cutting rules and the four outcomes as they apply to asset management firms.