Code of Ethics

At Newcroft Advisory, our work is guided by a steadfast commitment to integrity, accountability, and respect. We believe that true impact in health innovation begins with doing what is right, even when no one is watching. When we engage with you, whether in a strategy session, a sprint, or a long-term collaboration, we bring a moral compass that values honesty above all. We promise to speak with candour: if something doesn’t align, we will say so. If a risk looms, we will point it out. Our advice is never shaded by hidden motives, and our recommendations are grounded in evidence, professional wisdom, and the best interests of your project.

We treat your ideas, data, and aspirations as sacred. Confidentiality is not just a policy; it is a principle woven into every conversation and every document we produce. Your proprietary information, your hypotheses, and the vulnerabilities you share in moments of uncertainty remain under lock and key. We will never disclose, leverage, or repurpose your work without explicit permission. In doing so, we create a space where you can explore bold ideas, question assumptions, and test new approaches, knowing that your trust is honoured and your privacy protected.
Finally, we embrace our responsibility to the broader health ecosystem. We recognise that every strategic decision reverberates through patient care, clinical workflows, and institutional reputation. We hold ourselves accountable not only to you, but also to the communities you serve. We will challenge biases, question status quo assumptions, and advocate for solutions that do more good than harm. If an engagement veers into territory that conflicts with our ethical standards, whether it risks patient safety, misguides stakeholders, or undermines equitable access, we will speak up. At every step, we strive to be more than advisors; we aim to be ethical stewards of your vision, aligned to principles that protect your mission and the public good.