- To create an association of self-disciplined education counselling and consulting professionals whose members adhere to the highest ethical and business standards.
- To promote professionalism in providing education counselling and consultancy services.
- To protect the good image of members
- To engender trust in the industry
- To set best practice benchmarks for the industry
- To monitor adherence by members to established benchmarks
- To provide training for members to develop professionalism
- To protect the interests of the industry
- To foster good relationships with Government and other relevant bodies in Hong Kong and overseas