Courage and Passion:
The courage to serve diligently and efficiently for purposes of the organization growth and long run survival, the courage to approach potential customers; the courage to foster business growth in the competitive market place and the courage to deal with all business challenges. The passion for work and the passion to serve our organization diligently will enable us achieve our organization’s long term business goal and objectives. Resilient, enthusiastic, truthful and honest employees are our organization’s value-based culture. More aggressive selling and marketing CEDA services shall remain our strategy to enhance the firm’s revenue growth.

Quality and Reliable services:
The courage to serve represents the core values in the organization's culture. This drives members and inspires them to move in the organizations’ direction of satisfying its customers by providing better quality and more reliable services than its competitors in the financial markets. Up-to-date information, quick credit facilities, higher return on investment to investors; prompt payments to investors and suppliers are some of the reasons we are in business. We must prove this to all our clients by fulfilling and meeting customer expectations through provision of above the line services.

Creativity and Innovation:
Creativity makes our business remain relevant in the future despite changes in the peoples tastes and preferences. In general, changes in the environment are catered for as well. We must innovate or else we perish. Continuous product improvements, research and customer satisfaction surveys provide the basis for developing financial products that meet emerging and dynamic needs of the wider market. Continuous innovation in products design and delivery is also viewed as a tool for market penetration, survival and growth in a liberalised and more competitive Financial Market.

Flexibility and Adoptability
CEDA is a learning organization. At CEDA we employ pro-active approach as a means of solving business problems and challenges. We tolerate and accept open criticisms, divergent views and are willing to learn from each other. Positive thinking, learning from our own failures, mistakes and/or successes have become a norm in CEDA. CEDA is such an organization that learns and encourages learning among its employees. It promotes exchange of information between employees and top management, hence creating a more knowledgeable workforce. This produces a very flexible organization where people will accept and adapt to new ideas and changes through a shared vision.

Self-motivation and Open-management:
At CEDA, and in all CEDA Strategic Business Units (SBUs), we cherish our organization culture of self-appraisal, self-drive, self control, self-monitoring or supervision, and indeed self-motivation. Team Spirit and Open Participatory communication guarantees effective and efficient inter -departmental communication process. The Open-management policy instills a sense of trust and belonging amongst employees and cements their relationship with top management. Consequently, this policy enhances self-motivation and accountability. Participatory management propels the organisation’s towards the realisation of its core values, strategic intent and vision under Teamwork and Corporate Governance Policy already in place.

Customer-Orientation and Result-Oriented management:
We focus on what we want to become as an organization. Customer satisfaction is kingpin to our business success. Our business intent directs all our actions and shapes in particular our social and behaviuoral actions whilst providing services to our clients (shareholders and the general public). Total Quality Management is thus a core practice that shapes CEDA management policy and approach. It should be underscored that CEDA is both a sales-oriented company and a target-oriented organization in terms of revenue income. Management by Objectives (MBO) has been adopted to champion this business objective under TQM policy.