The coronavirus crisis is placing severe pressures on public health, people’s livelihoods and the functioning of economies as businesses adjust to simultaneous demand and supply shocks. The speed at which the developments unfold, along with uncertainty surrounding the timeframe and the severity of the economic impact, have made it hard for investors to price assets. As a result, markets are undergoing turbulence as prices adjust to unfolding developments, testing investors’ confidence. How can financial firms and professionals build trust during times of crisis and beyond?