The Financial Accounting Foundation (FAF) is an independent, private-sector organization based in Norwalk, Connecticut. It oversees the Financial Accounting Standards Board (FASB) and the Governmental Accounting Standards Board (GASB), setting standards for financial reporting in the U.S. FAF's services include establishing and improving accounting standards, educating constituents, and ensuring the independence of the standard-setting process. Its target audience includes publicly traded companies, private companies, not-for-profit organizations, and state and local governments. The unique selling proposition is its role in maintaining objectivity and integrity in financial reporting standards, crucial for investor trust and public policy.